I’m a strategic and creative 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 journey began in the UK producing underground music events, before moving into the London agency world where I developed some of the first brand partnerships in entertainment. I went on to spend nearly a decade at MTV, leading international campaigns and experiences, before joining a team that scaled 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 designed and produced large-scale events of all kinds, launched global products, built cultural partnerships, and delivered integrated experiential campaigns for brands including Apple, Google, Coca-Cola, Adidas, Balmain, Stella Artois, Smirnoff, Palace, and Calvin Klein. My work is consistently conceived and executed through a content-first lens, ensuring ideas translate seamlessly across video, photography, social, and brand platforms—reaching audiences far beyond those who experience it in person.

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 real-world experiences 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.