I bring grounded, values-led marketing leadership into purpose-driven organisations, helping connect strategy to execution and ideas to impact.
My approach is holistic. Marketing isn’t just about promotion – it should be integrated across the entire organisation. I define ambitious, SMART goals, align cross-functional teams, and embed shared measures of success that elevate both purpose and performance.
With a background in UX, I put people at the centre of everything I do. I use data to stay close to real needs and behaviours, and build systems that are responsive, respectful, and personalised.
Done well, marketing builds trust. It creates belonging. It helps people from all walks of life feel welcome, respected and empowered.
Countless stories, poems and speeches speak of the “tapestry of humanity” — individual threads woven together to create something complex, beautiful and interconnected.
Some threads are more visible than others. They’re the ones we see most often — able-bodied, financially secure, neurotypical people with stable homes and relationships. Most marketing, advertising and design efforts are built around understanding and serving these groups.
But not all threads get the same attention. Some are fragile, frayed, or running in a different direction.
People living with disability. People doing it tough. People who don’t fit the so-called norm. These parts of the tapestry are just as vital — if not more so — and they deserve to be seen, supported and celebrated.
This is where my focus lies.
I use my skills in strategy, marketing, UX, systems and technology to help create better outcomes for people and communities often left out of the mainstream.
I believe in building smarter systems, more human-centred experiences, and more inclusive communication – so that every thread has the chance to be strong, visible and valued.
Reflections, experiments and ideas from the intersection of marketing, technology, design and social impact.
