Bristol, England, United Kingdom
I collaborate with marketing teams, boards, and agencies to develop distinctive brand and business growth strategies, grounded in a deep understanding of human behaviour. I work both independently and through my agency, Frictional. I bring extensive, award-winning strategic and creative experience, having worked with globally recognised brands including Palo Alto Networks, Kimberly-Clark, Reuters, Nissan, Accor, Adidas, Dow Jones, Samsung, The North Face, AB InBev, Sony, and Marriott. I’ve also partnered with purpose-driven organisations such as Pukka Herbs, The Prince’s Trust, and The National Trust, as well as family businesses and high-growth startups including Calm, Babylon Health, Pet Drugs Online, Yeo Valley, and Revolut. My expertise spans consultancy, strategic marketing, and business growth and development. My work has been recognised with multiple global advertising and creative awards, including Cannes Dolphin, Kinsale Sharks, Drum Marketing Awards, The Webbys, Creative Moment, and Promax. A committed reader and lifelong learner, I challenge the status quo and seek innovative solutions to complex problems. My approach combines commercial experience with academic insight, including an MSc in Applied Psychology and Economic Behaviour from the University of Bath, and ongoing doctoral research in Management at the University of Bristol, focused on brand purpose and sustainability. Throughout my career, I have led multidisciplinary teams across a wide range of corporate environments, delivering results for diverse stakeholders including board executives, clients, investors, and partners. I believe strongly in a growth mindset and prioritise coaching, development, and training to help teams excel. Inspired by thinkers such as Carol Dweck and Matthew Syed, I aim to foster inclusive, diverse, and growth-oriented environments.
Work-in-Progress Frictional is an independent consultancy that helps brands identify and eliminate friction to drive impactful behaviour change. Using behavioural economics as a dynamic lens, we amplify both internal and external behaviours, transforming communications and unlocking extraordinary, ethical/responsible success-building behaviours to build brand equity.
Independent Member of the Board of Governors
We connect the strength, impact and fellowship of the communications profession with the history, dynamism and future of the City. We lead on using communication as a force for good in the City and beyond. We are unique as we connect the best and in the brightest in the communications profession across the UK with organisations and charities that need our skills and expertise on a pro bono basis, whilst advancing the aims of an ancient professional movement in the City. This is a great time to join the Company and to become a Freeman. Our vision is to be the livery company leading the Communications profession's charitable endeavour. Our purpose is to contribute to society through charitable giving and to promote the communication and public relations profession to the Livery movement and the City of London. We are building charitable funds through which the communication profession can give back to the communities it serves. We hold a variety of events throughout the year, from formal, black-tie dinners, to informal receptions, fundraisers, networking and quiz-night evenings. If you are not a member and would like to attend any of our events, please email [email protected]. Currently, we are holding a range of virtual events - many open to non-members.
CHANGING BEHAVIOUR THROUGH FILM - Welcome to Aspect, we help our clients discover and realise the impact film can have on what people do next, and to realise the true potential of narrative film for their brand. We are an insight led video first content agency with a wide range of award winning global and UK clients - Marriott, Pukka, Etihad, Accor, Instax, Shangri-La and North Face. Films should change how people behave in relation to a brand. It can fix past mistakes, create conversations, get people picking up your product rather than walking past or putting it down. Although impactful creative solutions are often immediately appealing, without strategic input they are rarely correct and don’t deliver behavioural change. We care deeply about what people do after they view our films. The ASPECT way starts with BrandStoryGen our unique methodology for developing video strategy.