My Story
Storytelling has shaped my career for nearly two decades and continues to fuel my work today. I’ve worked for and with globally recognised brands like Vogue, Birchbox, LUSH Cosmetics, The Guardian, and the UK Government, helping them develop content and storytelling strategies that generate real growth, foster community, and bring their brands to life.
At Birchbox UK, I didn’t just oversee day-to-day content; I worked closely with teams to drive the day-to-day strategy that helped grow their subscriber base from 2000 to 120,000. The key to that success? Focusing on authentic, human stories from within our office and community that didn’t just sell — they connected. By telling true stories that resonated with people, we didn’t just gain subscribers; we built a loyal community and watched our LTV grew.
Whether I was building social media communities of over 500,000 followers for Condé Nast or working with independent businesses, my approach has remained the same: true stories with substance always win. Every brand has a unique narrative, and my role is to help uncover it and tell it in a way that deeply resonates with your audience.
I’m also an experienced freelance journalist. I’ve written for British Vogue, Yahoo Movies, Cosmopolitan, Daye, ELLE, PopSugar, and many more, covering everything from health and beauty to entertainment. Journalism keeps me sharp. It allows me to see every story from multiple angles — a skill I bring to all my clients, helping them tell their stories in creative and impactful ways.
Why I Do What I Do
At the core of my work is the knowledge that stories create connections. Our fast-paced, digital world draws us to people and brands that resonate. Trust is built when we share stories about who we are, what we care about, and why it matters. That’s why I’m passionate about working with businesses and individuals to not just tell their story but tell it in a way that builds trust, resonates emotionally, and inspires action.
Who I Work With
I’m based in South London, but my clients are global. I work with brands of all sizes, from local businesses to international organisations. Whether you're a solopreneur looking to stand out or a corporate leader aiming to align your team around a shared vision, I help you uncover your brand’s unique story and turn it into a powerful tool for connection and growth.
A Little About Me
When I’m not working with clients or writing for major publications, I’m usually either out and about in South London, immersed in one of the many books in my office or by the bed, trying to improve my French skills or drafting something for my personal Substack newsletter.
My passion for human stories, my love for people, and the realities I learned working with the NHS also led me to begin training to be a counsellor. I’m currently in my second year of study and am really enjoying learning and practicing those skills outside of my storytelling and creative content work.