my story

I love what I do, it never feels like work. I love brands with heart and soul, creating beautiful products and captivating stories. I love a launch, but also a rebrand, a way back to finding the why of a brand whether it be a product or service.

Having spent 25 years working in media (predominately at British Vogue) and with digital start-ups in the luxury and lifestyle spaces, I have learned a lot about building and monetising brands and platforms; and the power of content to drive engagement, foster brand advocates and create  loyal customers. 

I studied Arts and Journalism, majoring in communications and marketing at university. Working first in London at Publicis advertising agency on the L'Oréal account taught me hard work and spawned the love of a product launch and brand story. I then joined Condé Nast in the research department so consumer behaviour, testing cover lines and analytics became my obsession. At British and Australian Vogue, I worked not only on the print and digital brand and publications  but with luxury brand advertisers in the fashion and beauty sectors and in content creation for over 15 years. I began to truly appreciate brand architecture and allure - understanding a brand’s DNA, objectives and audience in the changing consumer landscape. This hybrid of working for a major brand while being a client to many brands at the same time, meant I could experience both sides of brand storytelling and marketing and have many case studies to draw from.

Later in my career, I launched my own small business, The Paradise Catcher, in Sydney and then Singapore - creating bespoke basket bags and summer accessories, so I understand first hand the tears and triumphs that accompany small business  brands.

I never tire of branding and content as ultimately I am curious about what makes a brand sing and what builds a loyal customer. I have a keen personal interest in fashion, interiors, travel and lifestyle, and never stop creating and consuming content. My great love is to write - contributing articles, brand copy, ghostwriting, a substack and a novel I hope one day….

I love to dream alongside brand founders. I am a strategist and always have a big picture view but can also help execute the detail. I am just as happy presenting a brand strategy to a board or investor as writing social media captions. If I think you need a specialist (for example with SEO), then I will connect you to those I recommend in my network.

I can’t wait to hear all about your brand, your aspirations and your frustrations. Please do get in touch, I can’t wait to chat.