About Me

I’ve spent the past 15 years building content-led brands that shape identity and drive meaningful growth. My career began in travel and lifestyle journalism, where I worked in-house as a features writer for ITP Publishing on titles including Time Out and Visitor Magazine, subsequently contributing to publications such as Rough Guides, Lonely Planet and Business Traveller (US and UK Editions).

After a few years training then working as a solicitor in the City, I returned to content full-time, specialising in building and scaling narrative-led media and lifestyle platforms. Since then, I’ve led the development of multiple high-growth digital brands across travel, lifestyle and ecommerce, combining editorial strategy with audience growth and commercial performance.

Key platforms I’ve led include London x London, which grew from launch to over one million monthly readers in under three years, and The Discoveries Of, which scaled to 400,000 monthly pageviews through SEO-led growth and storytelling-first content. I have also directed the content and brand strategy for The Crafts Collective, a design-led consumer brand achieving strong organic growth alongside high-performing paid campaigns.

Across these roles, I have built and led in-house and freelance teams, overseen editorial direction across web, social, video and email and developed content systems that balance creative integrity with performance and scalability. My work sits at the intersection of editorial excellence, brand storytelling and audience growth and is always grounded in clear commercial outcomes.