I am a creative and strategic leader, specialising in brand strategy, digital transformation, and customer experience. As Brand Director at Juicebox, I ensure the agency remains relevant, desirable, and connected by aligning creative vision with business goals, mentoring talent, and fostering collaboration. I drive innovative projects for industry-leading clients, with a focus on human-centred design and technology, including application of emerging technologies to deliver forward-thinking, impactful solutions. In my role as a Board Member at Scitech, I provide governance and strategic direction, as well as guidance with respect to shifting consumer expectations and technology trends.Success in both roles is measured by brand resonance with customers and desirability as an employer.