Creative heart
15+ years in the trenches.
I wrote magazine bylines, newspaper stories, blog articles, LinkedIn posts — before anyone called any of it “content.” I designed physical books, academic journals, seamless Instagram grids. I strategized SEO rankings, social reach, ad conversions.
These days, I pitch and shape content programmes and creative campaigns. And I edit and review whitepapers, case studies, infographics, interactive landing pages, and whatever a B2B campaign needs.
That range means I know what good looks like in every seat, and I can speak to a specialist in their own language instead of managing them from the outside.
Builder brain
I notice the shape of things before most people do. The actual argument holding up an underdeveloped narrative. A strategy that sounds right to everyone else in the room and falls apart in execution. A team that looks fine on paper but is cracking underneath.
Professionally, that means I build the systems that make good content repeatable — the brand guidelines, the workflows, the feedback loops — so it doesn’t all live in one person’s head.
That combination means I lead content strategy, editorial direction and thought leadership across industries, partnering with client leadership, product marketing and subject-matter experts to turn complex themes into narratives that build trust and move the business forward. Then I build the engine that makes it run at scale.
