I bring over 30 years of global, hands-on experience working across lifestyle, FMCG and sportswear, both inside major global organisations and through building and leading my own independent companies.

My career has been shaped by operating at the intersection of corporate systems, cultural reality and entrepreneurial thinking and being able to translate between them when it matters most.

After founding and running Spin for a decade, I was headhunted into senior leadership roles at adidas and Diageo. In both, I was brought in as an internal change agent: to help brands navigate cultural relevance externally, while reshaping internal thinking, processes and decision-making to support that ambition. In 2017, I recognised the need for a new type of big brand partner and founded Platform13.

Leaders usually ask HOW I work? The answer isn’t a single framework or model. It’s an ability to read what’s emerging before it becomes consensus, combined with lived experience of how decisions actually get made inside complex organisations.

All my work is grounded in a simple belief: Cultural relevance is not a marketing output. It's an organisational input, because when leaders change how decisions get made, everything downstream changes with it.