Strategists. Analysts.
Creatives. Obsessed
with building category
leading brands.

Sometimes, I wonder what life without the internet would be like.

For one, I wouldn’t have built my last company, Fetch, into a global £250m agency that became the digital growth partner to some of the world’s greatest internet companies including Apple, Facebook, Microsoft and eBay. Or maybe I’d still be installing in-car entertainment systems - my first job when I was 18. The biggest loss, however, would be the inability to start every Friday singing "It's Friday then, it's Saturday Sunday, what". If you know, you know."

I’ve spent 15 years helping digital businesses accelerate growth through data and technology.

My previous work includes 80% of FAANG, about 50% of FTSE. When not working, I run marathons across Europe as a way to explore the cities. One of my finest moments was turning up late for a Barcelona marathon, with only one sock, trying to eat a bowl of cold porridge with a broken comb.

I believe in making the media industry better.

I’ve spent my career leading high-performing businesses and shaping marketing strategy for brands like Heineken, The Very Group, William Grant & Sons, DAZN and Square. Before Charlie Oscar, I was Managing Director at DentsuX and Fetch - but my proudest work is building diverse teams and mentoring emerging talent. Having joined the industry straight from school myself, it’s something that will always be close to my heart.

Focused on making brands thrive.

Before joining Charlie Oscar, I was CMO at fitness tech brand EvolveYou, where I helped scale the business through bold marketing strategy (and plenty of sweaty product testing). Earlier, I spent a decade as VP & Client Partner at Essence, running campaigns for major consumer tech brands - and before that, cut my teeth at Omnicom’s Agency Republic and BLM Quantum. I like to think of myself as equal parts brand builder and growth driver, with just enough curiosity to keep things interesting.

I believe growth starts with what you measure

At Charlie Oscar, I lead the Client Strategy team, drawing on 12+ years in global marketing to deliver measurable, bottom-line business growth. My journey’s taken me from luxury fragrance and beauty at Puig (Penhaligon’s, Christian Louboutin Beauty) to household names at Walgreens Boots (No7, Liz Earle). Along the way, I’ve learned that the best strategies blend insight with imagination - and that sometimes the best ideas arrive when you’re nowhere near a desk.

Hailing from sunny Australia

I started my 9-5 life as a brand strategist and creative, where briefs involved anything from writing scripts for Gigi Hadid to creating pop-ups for D2C unicorns like Away. After 3 years of agency life, I caught the “in-house bug” (and a craving for colder weather). So naturally, I headed to London's cloudy shores, where I've helped brands scale with breakthrough brand and content strategies.

I like to ask "so what"?

I began my career over a decade ago at Fetch & Data2Decisions, building marketing effectiveness models. Wanting to apply these techniques to broader strategy, I moved to Boston Consulting Group, where I helped major brands like PepsiCo, Reckitt, and Diageo use measurement frameworks to guide strategic decisions. Now at Charlie Oscar, I lead the Marketing Science team, focusing on leveraging COmpass to deliver actionable strategic outcomes for our clients and teams (aka. the “so what.”)

I’ve spent my career trying to be the least ‘HR-y’ HR person.

Having gained a Masters in Organisational Psychology and a Coaching qualification along the way, I take a holistic approach to HR. I’m not interested in process; I’m interested in people. I’m motivated by understanding what motivates talent, and what they need from the business to thrive. Culture emerges organically but maintaining it and evolving it requires thought, genuine care and creativity. We are nothing without our people, so we need to work for them as much as they work for us.