As Inkling Creative, I work as an independent consultant with ambitious agencies and forward-thinking brands who are looking for additional creative support.For some, I work as a strategic thinker and creative copywriter, bringing objectivity and clarityof thought to a brief or business challenge. For others, I integrate with (or direct) existing creative teams to articulate and deliver compelling, attention-grabbing ideas and insights.Whether working on internal, business to business or consumer facing brand communications,I apply my strong pedigree in brand communications (retail and experiential, physical and digital, strategic and creative) to deliver clear, organised and consistent creative writing, strategy anddirection across a wide range of scales and budgets.

Invited to join Ted as Head of Creative in August 2010, I was tasked with taking guardianship of the brand’s handwriting, uniting the creative team and overseeing demonstrable improvement in the quality of their output.Initially, I took a more strategic approach, working with each member of the team to set a much higher creative standard. I was then able to improve the conceptual work overall, delivering far more consistent, connected and entertaining solutions, and moving away from its more ‘piecemeal’ approach to brand communications.The success of the creative team’s development during my time at Ted can be seen in its growth – from just 8 people in 2010 to almost 20 graphic and digital designers, copywriters, producers and artworkers by 2014. Overall, the Head of Creative role demanded a strategic understanding of how best to carefully balance the brand’s premium pricepoint with the quirky and playful way in which it talks to its customers. Responsible for engaging with projects from conception to execution, I managed the team’s workload and directed their creative ideas to ensure that what we developed, designed and delivered communicated Ted Baker’s high quality, attention to detail and unconventional brand personality. More specifically, my team was responsible for the creation of Spring/Summer and Autumn/Winter campaigns, windows and lookbooks; bespoke designs and concepts for stores and concessions; promotional campaigns, branding and packaging for a wide range of licensees; annual reports for the business; packaging and swing ticket designs across the company's product portfolio; window schemes for all retail locations; and a range of events and experiences ( both B2B and B2C) to bring the brand to life.

With over a decade’s experience in marketing and communications for Imagination, I developed a proven track record in the delivery of strategic thinking and creative solutions for brands across in Europe, America and Asia.Specifically, I worked for global brands across sectors including automotive, construction, education, fashion, government and sport.I generated ideas and concepts, copy and stories through live-action, 2D, 3D architecture, set design, media and film, and gained significant expertise in content/brand strategy, experiences and branded entertainment.

Having trained as a journalist, I began my career writing and editing articles and sports reports for magazines and newspapers including Arena, FourFourTwo, The Mirror, Express, NotW, South London Press and Time Out. I also spent time working as a research assistant on documentaries for the BBC and Channel 4.

First job from leaving college• Started as a copywriter / page editor and became editor of U26 magazine within 9 months• We specialised in publishing, and created many in house magazines• Worked alongside designers, photographers, writers and media salesClients: Phones 4 U, Southwark Press, Christian Aid and Euro Under 26