I've spent 10+ years convincing people to feel something about shampoo, fast food and vacuum cleaners — and I genuinely love it.

The concept stage is where I live. That moment where a brief stops being a document and becomes an actual idea — something that makes you go "oh, shit, that's it." Everything else is execution.

Most recently at Dyson, then running my own DTC brand (Pinpiri) — because apparently I wanted to find out what happens when you're the strategist, the creative director, the copywriter and the one refreshing the ad spend dashboard at midnight.

I care about ideas that work, not just ones that look good in a case study.

I was born with a "how hard could it be?" gene. Extremely useful. Occasionally delusional. I tend to notice where culture is going before it gets a name, and I've spent a decade obsessing over what makes people actually pay attention — so by now, the instinct is pretty sharp.

Outside of work: outdoors, sea, dog, whatever book I can get my hands on.