BSc (Hons) Psychology
PGDip Copywriting and Art Direction
BSc (Hons) Acupuncture LicAc
I grew up in rural Cheshire on a smallholding. My family are environmentalists, innovators, business people and aspiring farmers. As a child I was surrounded by home grown organic vegetables and a menagerie of animals. I’m convinced I have very good immune system because of our passion for nature and me being covered in mud and animal poo most of the time. I went to art college and then studied Psychology BSc (Hons) – so my value for the arts, environment, innovation and wellbeing and how they support each other is deeply rooted.
I went on to work in the advertising industry as a conceptual creative at Mccanns in a creative team with Sue Modral. We learned our craft with some of the industry’s legends on big advertising campaigns for brands like Xbox, Shelter, Magnum, Nescafe and MasterCard. Alongside I helped small businesses with branding projects, including my family’s business, where we renamed Accelerated Compost – Tidy Planet – now a successful global environmental business turning waste food into fuel.
After 10 years in adland I felt I needed to go back to my roots and delve deeper into health and nature and during what I call my New Age sabbatical, I trained to be an acupuncturist. As well as a small clinical practice, this led me into the world of health tech, innovation and startups, which I find exciting. I’ve helped create intuitive content and digital wellbeing products for LBI Digitas’ Digital Innovation Group (DIG), Leo Innovation Lab in Copenhagen and Health United.
As a strategic creative I enjoy combining analytical skills with artistic sensibility. I work in all kinds of team configurations, a recent highlight includes Associate Creative Director at Breakthrough Media, where I lead a team of writers, designers, photographers and animators on a social impact project for the Home office. I adapt to being hands-on and pairing up with visual and tech specialists as well as stepping into leadership roles.
I feel strongly about supportive working environments and creating a safe space to express opinion and experiment with ideas. I champion emotionally intelligent leadership and aim to get the best out of people by creating an environment when everybody has the opportunity to grow and shine.