Hi! As much as I hate these sections all waxing lyrical about myself, I appreciate you probably landed here through some instagram hole and don’t quite know how. I’ll try and make it worth your while.

So, my career journey has not been your standard. I didn’t go into magazines and stay there (although I may have still stayed there too long), I didn’t go agency side and rise through the ranks, I haven’t sunk my teeth into one brand - and now running the show. I have a done a bit of everything, trying to evolve my career in this insanely fast changing landscape we find ourselves in. And adapt my skill sets to what’s suited now, and what’s needed next.

I started as in fashion at magazines (odd for a philosophy graduate, but there you go). I cut my teeth at GQ and then went onto Vogue. At both of these titles, I learned from some of the best. The best creative directors, fashion directors, photographers, editors, make-up artists, hair stylists, models, designers and the list goes on. It’s where my creative training was carved. I then got my first fashion editor role at the tidily age of 25 at Company Magazine (RIP - it happens to the best ones!). Here I concepted, styled, creatively directed main fashion shoots, celebrity cover shoots and wrote a lot of fashion features and interviewed some great names. Went on some cool trips too.

However, I had an entrepreneurial itch. So, I went and launched Beach Tomato, Black Tomato’s first foray into content. And it was great. It was dedicated to everything beach culture, holidays, where to go, what to see, what to wear and there were some super entertaining pieces in there too. If I do say so myself - see for yourself here. We won some awards, got a lot of press and played in a space that nobody else was with digital content (this was before instagram, you see).

However, content was becoming King (as they say) and brands were starting to really see the value of creating audience first content rather than talk-at-you advertising. So, I decided to try out agency life and I joined AnalogFolk to launch their content offering. Over the 18 months I was there I grew the team from 2-15, brought in 11 clients, created numerous (and I mean numerous) content strategies and ran a team from art directors, videographers, photo editors, editors, sub editors and social strategists. To say I learned a lot is the understatement of the century. I am now very well versed in acronyms.