ABOUT ME
A results-oriented PR and brand development expert, I have a proven ability to transform challenger brands and startups into mainstream stars.
My extensive industry experience spans over 15 years, encompassing work with brands across lifestyle, sport, health & fitness, and the third sector, including Swarovski, Virgin Sport, JustGiving, and Tenzing Natural Energy.
Throughout my career, I've built a reputation for connecting brands with their audiences by developing strategic, creative, and multi-channel campaigns that drive customer acquisition, retention, engagement, and brand awareness.
Having launched my own businesses, I understand the importance of generating results with limited resources. Driven by growth, purpose, and innovation, I empower clients across diverse sectors to achieve a competitive advantage.
I began my career heading up the PR for global fashion brands such as FALKE and executing high-profile events for the likes of Paul & Joe Boutiques and Dune shoes.
In 2008, during the dot-com bubble, I identified an opportunity to revolutionise how we consume fashion media. I co-founded FTAPE.com and pioneered live streaming of global catwalk shows, including Burberry, Calvin Klein, and Vivienne Westwood.
Following this, I drew on my expertise in digital media, marketing, campaign building and brand development to help launch premium fashion brands such as hey jo which was soon stocked in prestigious department stores around the world, and D.HEDRAL which broke the internet when we hired former rugby player Thom Evans as the face of the brand.
In 2017, I was asked to co-pitch for the Virgin Sport PR account, winning it from a global agency. This led to the creation of EIGHTY4RED, which handled PR for 7 of the UK's largest mass-participation sporting events and developed award-winning, purpose-driven campaigns promoting diversity and inclusivity.
Most recently, I launched LDN RIDERS, an LGBTQ+ community cycling club, as a personal passion project. Within two years, it became the UK's largest queer cycling club and won Out For Sport's "Emerging Club of The Year" award in 2023.
Diversity, inclusivity and sustainability are at the core of my work. I take immense pride in my campaigns for non-profit organisations, such as UN Women UK, BADU Sport, Not A Phase, and Coopah Refugee Run Club, where I helped address critical issues like safety at music festivals for women and marginalised genders, diversity in triathlons, inclusion for transgender cyclists, and the integration of refugees into society.
These impactful campaigns demonstrate my commitment to social causes and my ability to drive positive change.