In 2021 I became an accidental co-founder of Common People, a network for people from working class backgrounds in the creative industries. Our goal is to make common people more common in the creative industries. If you’d like to join us, click here www.commonpeoplelike.me 🙏🏼

In June 2017 I started writing a music newsletter for a few friends. What started as a simple monthly message to a few friends has grown to become a community of more than 3,000 people, and in 2023, alongside some people from that community, the next chapter went live. lovewillsavetheday.fm is a co-operative, DIY audio platform that fosters, celebrates and amplifies the music, art, and ideas founded on the margins.

If Snap is the rocket leading the AR revolution, then Arcadia is the nose cone. My brief at Snap was to build a world-class creative and innovation studio within the world's most creative company. No pressure, eh? Fortunately, I love a challenge, and at Snap I got to work with some of the world's smartest, kindest, and most creative people. At Arcadia, I was responsible for: • Developing the Arcadia business strategy, our partnerships, and crafting the Arcadia story and product set• Building a high-performing strategy and comms planning team that created the space for world-class work• Working with partners like Coca-Cola, LiveNation, L'Oreal, LEGO, and Nike to build AR-based solutions that helped solve the challenges that they faced• Working with cross-functional partners across Snap to develop marketing strategies, business plans, and building brand and product narratives for Snap and its platform• I was also on the hook for awards and external thought-leadership too

I joined Snapchat as its first EMEA Head of Comms Planning (manager level) in 2021. My remit included working directly with senior EMEA clients, developing Snap's product positioning, and launching new advertising products across EMEA.I was promoted after six months into a global senior manager role.

I was employee number four, and responsible for building the business strategy and operational plan for MediaBrands Content Studio (both globally and in the UK and Ireland), and launching the studio in UK&I.

Initiative was one of the steepest learning curves I've ever experienced - but it was also an absolute dream.I was hired by the incoming CEO to partner with him to 'resurrect' the agency, which, when we joined, was ~30 people, had just scored a 2/9 on the Campaign School Report, and was losing clients and talent at a rapid rate. I was asked to rebuild the insights and analytics, strategy, and planning functions, build a new suite of products, take ownership over creativity and the quality of our work, lead new business efforts (across the UK and EMEA, and as part of the global pitch team), and rebuild the agency's industry reputation. It wasn't so much a professional step up, more a vertical rock face to scale. Fortunately I was given the opportunity, support, and space to give it my all, and I was surrounded by some of the best people I've ever worked with. When I left three years later, we'd built the agency to nearly 200 people (while keeping churn below 10%), won hundreds of awards for our work, built an industry-leading product (recognised across EMEA by trade press), won some of the world's most enviable accounts (LEGO, Carlsberg, Converse, among many others), become the fastest growing agency in EMEA, and rebuilt our reputation (8/9 Campaign School Report, and runner up Agency Of The Year two years in a row). It was a wild ride, and I loved every single minute of it.

I was head of strategy, managing partner (the youngest ever), and on the agency management board. I lead a diverse team of twenty award-winning strategists working across Unilever, Nike, 21st Century Fox, HSBC, Jaguar Land Rover, CHANEL, and many more. I was also responsible for leading new business efforts, thought-leadership (Huddle and Trends work), and product development. In my final year at Mindshare I lead a team that was responsible for re-engineering the entire agency product and process - restructuring the business to become a modern, integrated media agency with data and creativity at it’s heart.

While working at the VCCP Partnership, I split my time between VCCP Share and the main ATL agency, VCCP. In my capacity of planning director, I was responsible for developing a new type of integrated planner, leading the strategy department at VCCP Share, and working as a senior planner within VCCP. I split my time between the London, Madrid, and Berlin offices – ensuring that planning departments in every market were evolving their talent, product, and process to put digital at the heart of the work.

On release my first solely authored book spent six weeks in the Amazon top 20 international marketing books.http://bit.ly/socialmediamanifesto

I co-authored The Social Media MBA, contributing a chapter on re-engineering businesses to become more social.It was published by Wiley in January 2012 and was well received.

I was part of the founding team that launched Wolfstar, one of the UK’s first social media and word of mouth consultancies, with offices in London, New York, and Leeds.