United Kingdom
I have always been drawn to storytelling in all its forms, not only because of its ability to move people, but also because of the mechanics behind it. What makes something resonate, why certain stories stay with us, and how they are crafted in a way that turns someone from a passive observer into someone who actually feels involved. That way of thinking shapes how I approach brand communications. In a time where so much focus is placed on technology and what comes next, I am more interested in what does not change. The brands that grow in a meaningful and lasting way are the ones that matter to people. They have a clear point of view, they understand their role in the world, and they act on it consistently. They are not built on messaging alone, but on conviction. I did not come into this work through marketing. I started in creative writing, with a focus on narrative, expression, and meaning. From there, I moved into brand strategy, and more recently into performance, growth, and automation. Not as a departure from creativity, but as a way to make it tangible and accountable, and to ensure that strong ideas translate into real impact. I believe technology has a role, but not a leading one. It should support thinking, not replace it. It should help scale what is meaningful, not flatten it. Efficiency is valuable, but not when it comes at the cost of connection or clarity. Over the past 15 years, I have worked across São Paulo, London, Amsterdam, and Dubai, with more than 50 brands, both within agencies such as Saatchi and Saatchi, McCann, and Ogilvy, and directly with founders and growing companies. Across all of these contexts, the question has remained consistent. What is the role this brand plays in people’s lives, and why should anyone care? What I bring is a focus on cultural relevance. Not just on how a brand shows up, but what it stands for and whether that holds up in reality. I am less interested in making brands louder and more interested in making them matter. And I choose to work with people and companies who see that as the goal, not the byproduct.
I work with agencies and startups to figure out what they actually stand for not just what they say, but what they truly mean. Their point of view, their edge, a promise they can stand behind. Most people jump straight into tactics campaigns, channels, content but I don’t. I go straight to what’s holding you back, because that’s where the real opportunity is. From there, we build brands that live what they say, that walk the talk and show up the same way everywhere. Brands that become symbols of something bigger. Brands that matter. I shape the strategy, the direction, and the way of working, creating the conditions for ideas to actually happen, not just exist on slides. I don’t do beige. Beige is invisible. This is about brand, positioning, creative strategy, and go to market built to stand out, not blend in.
Led the end-to-end brand and marketing strategy for Cireta, building the company’s positioning, narrative, and user journey from the ground up, focused on high-net-worth and institutional audiences. Developed the full marketing ecosystem, content framework, and strategic foundations for a tokenized real-world asset platform. I concluded the role due to relocating from Dubai for personal reasons.
I built my foundation at some of the world’s most renowned agencies, including Ogilvy, Saatchi & Saatchi, and McCann. I started as a Copywriter and Junior Strategist at Saatchi & Saatchi, before evolving into a Creative Strategist at Ogilvy, then McCann, and later into a Senior Brand Strategist role at digital agencies such as Forever Beta and Vivaldi Branding Consultancy. During this time, I worked with 40+ global brands including Google, Ford, BMW, Hendrick’s Gin, Puma, and Gucci developing campaigns that connect cultural relevance with commercial impact. Beyond agency life, I co-founded Woala, a platform for remote workers. While the venture ultimately failed, it sharpened my entrepreneurial mindset and deepened my understanding of building products, teams, and brands from the ground up. My work sits at the intersection of strategy, creativity, and business. I’m driven to build brands that don’t just perform but matter.