I have 25 years of communications experience, both in-house and agency, covering a wide range of sectors such as retail, apparel, food & drink, and primary industries. I'm driven by intellectual curiosity and creativity, utilising insights and analysis to craft innovative communication strategies that not only reposition brands but also drive advocacy and contribute to the bottom line. Throughout my career, I've had the privilege of working closely with boards and brand owners, shaping communication strategies for beloved brands. My strengths encompass analytical thinking, forward-looking vision, adept relationship management, and fostering a supportive leadership environment. My professional journey began in the UK, where international experiences enriched my perspective. In 2013, I embarked on a new chapter at Pead PR in New Zealand, overseeing the food, drink, and lifestyle teams. During my tenure as Managing Director, I played a pivotal role in transforming the agency into a forward-thinking, integrated powerhouse. This transformation involved redefining marketing communication strategies and fostering a culture of creative excellence.In October 2018, I leveraged my expertise in brand and reputation management, merging it with my experience in the food retail sector to establish FED., a meal delivery company. Partnering with professional chefs Beckie and David Pilley, FED. was created with a clear vision: to offer Kiwis a convenient, freshly prepared, and nutritious meal option for those moments when time is of the essence.In 2023, FED. achieved 10th place in the Deloitte Fast 50 and was recognised as the fastest-growing manufacturing business.My impact extends beyond the corporate realm. Over seven years, I've served as a tireless advocate for the hospitality industry as the Media Relations Manager for the Restaurant Association. My dedication and commitment to supporting the industry have played a pivotal role in elevating its prominence and addressing its challenges. Notably, my advocacy was instrumental in incorporating hospitality into the Tourism ministerial portfolio. My efforts in publicising the Cooking Up A Storm cyclone relief dinner significantly contributed to the campaign's remarkable success, raising $370,000 for those affected. Additionally, I've played a crucial role in spearheading the "Engaging Rangatahi" initiative, a visionary program aimed at addressing the skills shortage within the hospitality sector.In 2024 I was recognised by Cuisine Magazine as one of their 50 most influential women in food and drink.