I’m a creative and commercial leader working at the intersection of brands, entertainment, and culture. Over the past two decades, I’ve held senior roles at some of the world’s most successful brands—including Apple and Expedia—as well as at leading agencies and media companies. My work has taken me across global markets, from London to Los Angeles, where I continue to lead creative and production teams delivering work that drives both culture and commercial results.

My journey began producing underground music events, before moving into the London agency world where I developed some of the earliest brand partnerships in entertainment. I went on to spend nearly a decade at MTV, leading international campaigns and experiences, before scaling an experiential division from scratch into a seven-figure business at a start up agency. In 2019, I was headhunted by Apple and relocated to Los Angeles to lead brand experiences for Apple Services. Today I head up creative and production teams at Expedia, shaping campaigns across global and local markets.

I’ve launched global products, designed and produced large-scale events, built cultural partnerships, and delivered integrated campaigns for brands including Apple, Google, Coca-Cola, Adidas, Balmain, Stella Artois, Smirnoff, Palace and Calvin Klein. My expertise spans experiential, content, and marketing communications—but always with a content-first lens to ensure ideas translate across video, live, social, and brand platforms while driving commercial impact.

I bring a blend of creative vision and commercial acumen, specializing in ideas that build brands and drive measurable business growth. While I’ve always worked at the forefront of emerging technologies and cultural trends, one constant has guided my career: a belief in the power of experiences—live, digital, or hybrid—to connect people, shape culture, and inspire action.

Expertise

  • Creative and Commercial Leadership: Empathetic leader building high-performing creative teams that scale creative businesses.

  • Creative Strategy and Direction: Shaping brand narratives, partnerships, campaigns and experiences that cut through culture, drive relevance, and build engaged audiences.

  • Growth and Innovation: Unlocking opportunities at the intersection of brands, entertainment, and technology.

  • Experiential and Content Production: Delivering end-to-end production from concept to completion.