Experience.

Freelance

June 2026 – Present

Strategist

Freelance strategist at an influencer gifting agency, owning reasons to believe and consulting on account retention and growth, including developing and commercialising the agency’s measurement offering.

Stagwell
(SmartAssets)

September 2024 – June 2026

AI-native SaaS platform helping brands govern and optimise advertising assets.

Product Lead, Creative Intelligence

September 2025 – June 2026

• Led the strategy and product roadmap for creative intelligence and brand governance solutions.
• Built a predictive creative intelligence system to identify why assets performed across paid, organic and influencer content.
• Translated analysis into strategic recommendations for senior stakeholders, contributing to a 306% increase in ROAS for a global cosmetics brand.
• Led discovery workshops with Lenovo, Volkswagen, P&G and Estée Lauder, translating customer and business needs into product opportunities and requirements.
• Developed a database of psychological and creative principles across advertising platforms, forming the foundation for an asset-scoring algorithm.

Product Owner

September 2024 – September 2025

Tailify

December 2019 – July 2024

Influencer marketing agency powered by behavioural science, with an AI-driven influencer selection tool.

Senior Lead Strategist

September 2021 – September 2024

• Led strategy for the agency’s largest accounts, representing 70% of revenue, and presented annual scaling roadmaps to C-suite stakeholders at brands including NordVPN, Fiverr, Rosetta Stone and Emma Sleep.
• Grew a digital subscription brand’s influencer programme from a £40k campaign into a multi-market annual partnership for three consecutive years, more than doubling spend year on year and making influencer its highest-performing channel for customer lifetime value.
• Managed a team of five strategists, with responsibility for department KPIs, OKRs, performance reviews and development plans.
• Developed quantitative post-campaign analysis and applied behavioural science to explain content performance, working with data scientists and in-house psychologists.
• Represented the agency at Youth Marketing Summit London and industry webinars.

Lead Strategist

October 2020 – September 2021

Strategist

December 2019 – October 2020

Tools & research

Claude, Jira, Confluence, Miro, Google Workspace and PowerPoint.

GlobalWebIndex, YouGov, Nielsen, Fifty, Attest and Canvas8.

Education

September 2016 – June 2019

University of Bristol

BA (Hons) Anthropology · 2:1