15+ years making big brands feel human online.

I care about the work behind the work (the strategy, the cross-functional wrangling, the moments where a plan has to change overnight and somehow still deliver...) but especially, the people behind that work. I have a long track record of building teams that feel motivated, transparent, set up for success and appreciated within a clear net of psychological safety. Trust and collaboration are earned, not a given.

When it comes to content and community building, I'm especially at home in kids, family and fandom spaces, where audiences are passionate, expectations are high and genuine creativity is what counts.

I spent 9 years at the LEGO Group, where I founded their EMEA Social Studio, served as Creative Director on LEGO CON and led YouTube commissioning strategy across the LEGO main and Little Ones channels.

Before that, 9 years at BBC Worldwide / Studios leading a team of stellar Social Media Managers to build passionate fan communities for BBC Earth, Doctor Who, Sherlock and Top Gear.

I'm currently freelancing - working with creative organisations on digital strategy, content, and social - and open to the right next challenge.

Outside of work, I'm a Trustee and Board Director at Kempton Steam Museum, where I lead marketing and work across events and digital transformation for a Victorian pumping station that deserves to be better known.

I'm also a keen chef, gym buff and a dab hand at finding or bringing playfulness to unexpected places.