I started in science,trained in journalism, and now work in marketing.
What’s stayed constant through it all is the instinct to explain things clearly. To find the clarity in the noise and show why it matters. I’ve followed that thread through newsrooms, nonprofits, and global media brands, helping organisations connect with the people they’re speaking to.
Over the past six years, I’ve led audience growth, campaign strategy, and brand voice development across platforms. At Vogue Business, I helped reshape how the publication uses social to reach and convert its most valuable readers to paid members. At the Thomson Reuters Foundation, I was part of the team that rebranded and launched Context Newsroom, building its editorial and distribution strategy from the ground up. At Euronews, I produced over 60 videos a month and built systems to make high-volume content more consistent, coherent, and measurable.
I’ve worked in places where content is the product — and places where it’s just one piece of a much bigger picture. I know how to bridge the gap between editorial and marketing. Between growth and brand. Between what you want to say and what your audience needs to hear.
What I’ve done:
Worked on audience and conversion strategy at Vogue Business, focusing on how social content supports membership growth and strengthens brand visibility across platforms.
Rebranded and launched Context Newsroom at Thomson Reuters Foundation, building its editorial and distribution strategy from the ground up and contributing to significant audience growth and engagement.
Built out high-volume creative systems at Euronews, producing over 60 video assets per month and improving consistency, reach, and retention across channels.
Developed and tested campaign assets that improved cost-efficiency and performance across paid channels.
Partnered with product, editorial, and marketing teams to align messaging, build cross-functional workflows, and support GTM execution.
What I’m building:
I’m interested in how brands grow. Quickly and meaningfully.
I’ve learned marketing on the job, one discipline at a time — content, paid, community, messaging. Often in roles that focused on just one part. But working across them, especially in media environments where messaging moves fast and clarity is non-negotiable, has given me a broader view of how these parts connect, where they break, and what it takes to make them work together.
Long term, I want to build something that brings all of it into focus. Something of my own that blends strategy, storytelling, and structure. My newsletter and podcast are the beginnings of that. A space to experiment, reflect, and explore the kind of ideas I want to build around.
Right now, I work with mission-aligned startups and media brands on audience strategy, messaging, and content systems. Over time, I’m moving toward senior marketing leadership in roles where I can help high-growth teams communicate clearly, scale thoughtfully, and build trust with the people they serve.
