hi!

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I’m an award-winning new media scholar and senior strategy director, leading culture research & creative strategy innovation from London, UK.

I’ve worked in culture research and strategy teams for 15 years, with a particular focus on innovation, technology, futures, subcultures + cultural & creative strategy. I’ve had a dual career as both an academic/lecturer, as well as a cultural and creative strategist, so my work brings these two worlds together.

Formerly in leadership at Canvas8, Flamingo, The Sound, On Road and the Digital Fairy, I’m currently Senior Strategy Director at Iris Worldwide.

I’ve worked with strategy, brand, and creative teams at:

Apple / Instagram / TikTok / Google / LVMH / Coty / Depop / Chanel / Kering / Spotify / Meta Fintech / Facebook / WhatsApp / Electronic Arts / Tinder / Lyft / Uber / Adidas / Nike / Mondelez / PepsiCo / Diageo / Campari Group / Pernod Ricard / + more

In my parallel career as an artist-academic...

I’ve held juried research fellowships, participated in think-tanks, written interdisciplinary curricula, lectured on media narratives and semiotics, and continue to peer review for academic journals. Feel free to contact me to learn more about my mixed-methods research background, or to view my CV/Portfolio. :)

Selected Press:

Creative Review/ “Why Brands are Embracing the Language of Gen Z“

Forbes / “Digital Behaviours Have Been Irrevocably Changed, Making Meme Culture More Important Than Ever“

Vogue / “Here’s Why You’ve Become So Obsessed With Astrology“

Dazed / “From Chernobyl to Grenfell Tower: unpacking the rise of the tragedy selfie”