Experience & approach
About
Over 15 years across entertainment, gaming, sport, technology and financial services, working on global launches, campaigns and digital products.
My background spans art direction, creative leadership and strategy. I work with brands and teams to understand their audiences, define the problem and develop a clear direction for the work. That can mean positioning a product, writing a creative brief or finding a relevant way for a brand to participate in culture.
I stay involved as the work develops, collaborating with designers, creators, production teams and paid-media specialists. Audience research and creative testing help me refine messaging, adapt ideas for different markets and connect strategic decisions with what gets made.
Selected Brands & Clients
Strategy, put into practice.
Connecting financial products with the needs and motivations of different audiences.
I worked with the senior leadership team to develop a proposal and business case for life and funeral insurance, using audience data to inform product positioning. I also developed segmented paid-social creative, using first-party data and audience motivations to guide localised messaging, emotional hooks and testing. My role also covered briefing creative teams and managing production.
Growing a global digital product by thinking local.
I led product and growth strategy across Southeast Asia and LATAM, testing avatar-led, static, carousel and UGC-style creative by region. Audience behaviour informed messaging, offers and positioning, with learnings feeding into each creative cycle. The work extended into language, pricing and local payments with Airwallex, including DANA and GCash, connecting acquisition with the product experience.
Turning complex Responsible AI research into an accessible global brand and digital platform.
As Creative Strategist, I helped define brand architecture and audience needs across government, think tanks, NGOs, business and academia. I translated that framework into information architecture, digital experience and launch planning for the Global Index on Responsible AI, making complex research and data accessible for audiences to explore and compare.
Turning a global showcase into a performance-led reveal campaign.
With IO Interactive, I contributed to digital and performance strategy for its global showcase and 007 reveal. Across Meta and TikTok, we tested video, static, animated, countdown and game-specific creative before and during the live event. Audience response informed adjustments to messaging, creative and media investment as the campaign progressed.
Taking Fortnite off-screen and into the growing worlds of craft and cosplay.
With Epic Games and LAPA Studio, I helped identify craft and cosplay as an opportunity to extend Fortnite beyond the screen. The campaign began during lockdown and continues, with printable characters fans can build, wear and share. Delivered in 13 languages, it connects downloadable papercraft with social content, UGC and a dedicated digital experience.
Turning celebrity and IP partnerships into playable moments inside Hitman.
With Warner Bros. Games and IO Interactive, I helped develop a repeatable talent and IP partnership model that brought new audiences into Hitman through playable encounters. Sean Bean’s screen-death reputation inspired “The Undying”, Hitman 2’s first Elusive Target. YouTube and social voting gave fans a role in the experience, connecting each partnership to the game’s mechanics and culture.
Selected work
Audience & Platform Strategy
Artist identity and digital merchandise connecting younger music fans on Roblox.
Audience & Campaign Strategy
Nostalgia and discovery across European digital advertising, platform takeovers, retail and OOH.
Content & Creative Strategy
David Mitchell’s comedy shaped a hero launch film and short-form discovery content for Penguin Random House.
Integrated Launch Strategy
A year-long EMEA launch connecting talent, social content and cultural partnerships within platform restrictions.
Creative Strategy
Launching New Balance as Bayer Leverkusen’s new kit sponsor on Roblox, connecting the partnership with Gen Alpha fans.
Creative Strategy
Bringing the club’s kit launch to Roblox to engage younger fans through digital identity and play.
Creative & Launch Strategy
Character-led EMEA launch creative across social, live action, OOH, retail and cosplay-inspired imagery.
Creative Strategy
Using Roblox to introduce the Olympics to a new generation, building interest through digital participation.