I’m an award-winning Creative Leader with a passion for storytelling, branding, and digital transformation in entertainment, media and sport.
With a background spanning TV, digital media, and sport, I specialise in high-impact audience engagement strategies that drive brand growth and cultural relevance.
As Head of Creative, ITV Studios Daytime I lead the team creating original, compelling and effective campaigns for Good Morning Britain, Lorraine, This Morning and Loose Women. I love to build, develop, mentor and enable teams, to originate ideas and produce bespoke campaigns, often in relation to commercial partnerships tied into ITV's flagship shows, and to find innovative ways of driving the strategic vision forwards.
Working as a consultant for Laureus, I produce and direct content for the Dunhill Links championships as well as the Laureus world sports awards, finding ways to put the biggest sports stars on the planet together in unusual situations for maximum viral reach and impact, filming with everyone from Federer to Nadal, Michael Douglas to Andy Garcia, Alcaraz to Lionel Messi, Jude Bellingham to Usain Bolt and Bill Murray flipping burgers in the caddyshack to namedrop a few.
I believe in the power of ideas, the importance of storytelling in audience engagement and the future of AI in creativity. Whether it's launching or rebranding iconic shows, or leading creative partnerships with brands like Samsung, Lloyds, Estee Lauder, Waitrose and Clarins, my goal is to create compelling, innovative, and culturally impactful work and have fun doing it.