Brand & Content Director

I’ve always believed in the power of a good story, and I’ve spent the past 15 years telling them in a way that builds brands, connects with audiences and drives meaningful growth.

I began my career in travel and lifestyle journalism, working in-house for ITP Publishing as a features writer for Time Out Dubai and Visitor Magazine, whilst also freelancing for publications like Rough Guides, Lonely Planet and Business Traveller before taking a detour into law. 

After qualifying and working as a solicitor in the City for several years, I returned to my creative roots and founded Discoveries Media, the umbrella for a portfolio of content-led brands across travel, lifestyle, and e-commerce.

Since 2016, I’ve built and scaled:

  • London x London: developed from scratch into a platform that reached over one million monthly readers in less than three years

  • The Crafts Collective: a bold, design-led craft brand achieving strong organic growth and a 3x ROAS on paid campaigns

  • The Discoveries Of: a storytelling-first travel site with a high-performing content ecosystem and six-figure monthly traffic

  • A suite of niche destination brands: including Insider’s Tulum and Insider’s Oxford, which were successfully sold after achieving a 5x return on investment.

Across all these projects, I’ve developed and led in-house and freelance teams, directed brand voice and tone across channels and built content strategies from the ground up, combining editorial vision with digital performance.

Whether I’m crafting a content ecosystem, shaping a brand identity or refining UX copy, my work is rooted in substance and insight. I believe content should do something — inform, inspire, convert, connect — and I specialise in making that happen.

I’m currently open to full-time roles as a Head of Content or Brand Director, and also offer consultancy for brands with purpose, creativity and ambition.