Approach
How I work
I work across brand, strategy, product and marketing with a commercial lens on every decision. I push the brief further than it asked for and stay hands-on where it matters.
I set a clear direction and trust people to run with it. I know when to lead and when to step back.
Creative Leadership
Creative Direction
I translate strategy into distinctive brand narratives that create competitive advantage, establishing the creative frameworks and standards that scale across complex organisations. At Paysafe, I led the group rebrand, scaled the creative function, and embedded a unified brand system that brought coherence across teams, business units and global markets, strengthening brand consistency and internal alignment.
Brand Counsel
I provide brand counsel, shaping portfolio architecture, brand positioning and governance across multi-brand organisations. At Paysafe, I partnered with executive leadership on two brand transformations, redefining the portfolio structure and establishing a unified global brand system across multiple consumer and merchant brands.
Global Team Leadership
I've built and led diverse, high-performing international creative teams, creating the conditions for ambitious, high-quality work at scale. I've flexed and adapted creative functions to support business through ambiguity and periods of significant change. At Paysafe, I established the international in-house creative function from the ground up, serving a multi-brand portfolio and driving consistent creative expression across global markets through multiple acquisitions, a NYSE listing and significant leadership change.
Creative Operations
I built the international in-house creative function from scratch, establishing the capability, resourcing, systems, technology and process to support growth without compromising craft. As the organisation grew in complexity, I redesigned the operating model, introducing a squad-based structure that increased team ownership, efficiency and transparency across regions while delivering ~£1.5M+ in annual savings.
Commercial Impact
I align creative and brand vision with commercial growth, ensuring creative investment is purposeful and drives impact. At Paysafe, I led creative across a global multi-brand fintech portfolio, strengthening market differentiation through integrated campaigns and coherent brand systems. At ICE London, I redesigned the event experience around trackable customer journeys and interactive sales engagement, turning brand presence into sales pipeline and generating an estimated $3.7M in annual revenue opportunities from a single event.
Creative Direction
I translate strategy into distinctive brand narratives that create competitive advantage, establishing the creative frameworks and standards that scale across complex organisations. At Paysafe, I led the group rebrand, scaled the creative function, and embedded a unified brand system that brought coherence across teams, business units and global markets, strengthening brand consistency and internal alignment.
Brand Counsel
I provide brand counsel, shaping portfolio architecture, brand positioning and governance across multi-brand organisations. At Paysafe, I partnered with executive leadership on two brand transformations, redefining the portfolio structure and establishing a unified global brand system across multiple consumer and merchant brands.
Global Team Leadership
I've built and led diverse, high-performing international creative teams, creating the conditions for ambitious, high-quality work at scale. I've flexed and adapted creative functions to support business through ambiguity and periods of significant change. At Paysafe, I established the international in-house creative function from the ground up, serving a multi-brand portfolio and driving consistent creative expression across global markets through multiple acquisitions, a NYSE listing and significant leadership change.
Creative Operations
I built the international in-house creative function from scratch, establishing the capability, resourcing, systems, technology and process to support growth without compromising craft. As the organisation grew in complexity, I redesigned the operating model, introducing a squad-based structure that increased team ownership, efficiency and transparency across regions while delivering ~£1.5M+ in annual savings.
Commercial Impact
I align creative and brand vision with commercial growth, ensuring creative investment is purposeful and drives impact. At Paysafe, I led creative across a global multi-brand fintech portfolio, strengthening market differentiation through integrated campaigns and coherent brand systems. At ICE London, I redesigned the event experience around trackable customer journeys and interactive sales engagement, turning brand presence into sales pipeline and generating an estimated $3.7M in annual revenue opportunities from a single event.