My career has always been about the same thing: understanding what makes people care, and turning that understanding into stories, ideas and experiences that give brands something meaningful to say.

I started out in fashion design before moving into marketing and brand strategy, which gave me a perspective that sits naturally between creativity and business. Since then, I’ve worked across fashion and beauty, developing brand strategies, shaping 360° campaigns, creating concepts and translating cultural and consumer insights into compelling narratives.

I’m particularly interested in the space where culture, consumers and creativity meet. I’m constantly curious about what is changing — from the next beauty obsession to the way we dress, think, create or communicate — and what those shifts mean for brands. I like finding the story behind an observation, then turning it into an idea people can connect with.

Words are one of the ways I bring that curiosity to life. Alongside my work in strategy and brand building, I contribute to fashion, beauty and lifestyle publications, exploring the trends, ideas and cultural shifts that shape the industries I work in.

At heart, I’m drawn to brands with a point of view: brands that don’t just sell a product, but know what they want to say and create a world people want to be part of.

And yes, I’ll probably ask “but why?” at least three times before approving an idea.