Sometimes you need someone outside the day-to-day to see what could be working better.

I work with PR and marketing teams to review how they operate – from team workflows, agency relationships and project management to processes across PR, social media, influencer and content – identifying opportunities to work smarter, reduce unnecessary costs and get more from the resources already in place.

At Minor Hotels, I led a review of ways of working across PR, social media, influencer and content creation, identifying efficiencies that reduced operational costs and improved ROI. This included reviewing internal processes and project management platforms, as well as appointing and onboarding two new agency partners.

More recently, while working as Head of PR at Curated Agency, I identified opportunities to improve the way the team worked and introduced new systems and processes to create greater structure, visibility and efficiency across accounts and workflow.

I can come in with fresh eyes, spot what isn’t working – and what could be – then help put the systems, structure and processes in place to make it better.

Good PR starts with knowing what makes a story worth telling – and who’s going to care about it.

I work across the full PR process, from strategy and campaign development through to the hands-on work of making it happen. That means finding the strongest angle, creating the right media materials, knowing who to put it in front of and building genuine relationships with the people who can help tell the story.

My approach combines big-picture thinking with a strong understanding of the media landscape – what’s happening now, what’s gaining momentum and where there’s an opportunity for a brand, venue or person to be part of the conversation.

Strategy · Campaign development & implementation · Media materials · Media pitching & liaison · Media releases & distribution · Trends analysis · Crisis management

From the big idea to the final asset, I oversee the creative process to make sure what we create has a clear purpose, a strong point of view and feels right for the brand.

I work across concept development, art direction and production, bringing together photographers, creatives and talent to deliver content designed for where it needs to live – whether that’s a polished campaign or media shoot, brand assets, or lo-fi social content.

I’m equally comfortable setting the creative direction, briefing and leading a team, or getting hands-on with styling, content creation and copy when that’s what the project needs.

Creative direction · Art direction · Shoot production · Shoot styling · Hi-res media content · Lo-fi social content · Copywriting

Good marketing starts with knowing who you are, who you’re talking to and why they should care.

I help brands find that clarity and turn it into a strategy that can actually be used – from defining positioning and tone of voice to shaping campaigns, content and social strategy.

Whether I’m building something from the ground up or taking a fresh look at an established brand, I connect the bigger picture with the day-to-day: how a brand shows up, what it says, where it says it and how all of those pieces work together consistently.

Strategy · Campaign development & implementation · Content strategy & planning · Brand guidelines & tone of voice · Influencer engagement · Social media strategy