In 2014, I experienced classic burnout and took a much-needed break to re-evaluate. I decided to shift my focus towards smaller businesses, using my expertise in brand strategy and management to help them navigate the unique and often overwhelming challenges that SMEs face.
For the majority of my working life, I have worked in, run, or owned creative-led marketing agencies.
My career has been spent advising global brands and their agencies on various aspects of strategy and executing those strategies across industries, media platforms, and creative disciplines.
I and my agency teams have had the privilege of working with some incredible clients – advising Mastercard on social strategy, Vodafone on broadcast, Sainsbury’s on promotions, and even partnering with the British Army to broadcast live from Mount Everest. I’ve worked on sponsorship campaigns for Jameson Whiskey and Diamond White Cider, crafted launch strategies for Selfridges, and created comedy films for Pringles, 3M, partnerships for Smirnoff and Paramount as well as being the global creative agency for men’s tennis for ATP and the Barclays ATP World Tour Finals and so many other exciting brands.
This journey taught me how large organisations devise and execute high-level strategies, which I later applied to grow my own SMEs. While working on an SME management board, I helped scale the business from five people to 170 during my tenure.
In 2014, I experienced classic burnout and took a much-needed break to re-evaluate. I decided to shift my focus towards smaller businesses, using my expertise in brand strategy and management to help them navigate the unique and often overwhelming challenges that SMEs face.
My life took a dramatic turn in 2019 when, in an effort to support my partner, I agreed to try Veganuary. As someone deeply attached to a meaty, cheesy, creamy way of life, the idea of becoming a “tofu bothering weirdo” was far from appealing. Yet, six years later, that decision has transformed my perspective on so much, from human nature to the impact of our choices.
The journey opened my eyes to the realities of animal agriculture and its broader implications. It also challenged my relationships with people who viewed these changes with curiosity or even resistance. This experience ignited a passion in me, a desire to help and share what I had learned.
Now, I am focusing my efforts on helping ethical and sustainable businesses because it aligns with what I care about most. It also feels like the right way to show my eight-month-old daughter how life can be lived with integrity and purpose.
I aim to help businesses navigate the often tortuous world of business with my creative expertise, while ensuring the process is enjoyable – something it should always be but often isn’t.
I am thrilled to be part of ASP and look forward to learning, sharing, and contributing my perspective to this inspiring community.
