Big picture, sleeves up

I enjoy figuring out the bigger content problem and getting into the detail to solve it. I love working with people across product, design, research and engineering, moving from proposition and messaging strategy through to journeys, screens and individual interactions.

Creative thinking that works

I started my career in advertising, so I've always thought about more than the words. What's the idea? What do people need to understand? And what will help them act? That thinking now runs through everything I do, from acquisition and conversion to complex product experiences.

Evidence, experience and AI

I use research, data and experimentation to understand what's working, what's not and why. I use AI to explore ideas and work faster, and I've developed my own framework for using it thoughtfully in content design. But I also bring something that takes longer to acquire: the judgement to know what matters, what doesn't and when to challenge the obvious answer.