The visible problem is rarely the real one.
By the time something shows up in the work, it has usually started somewhere else: in the strategy, the structure, the priorities, or the way the business is operating. That is the part I like working on.
Over the past 12+ years, I’ve worked across growth, brand, operations, and creative strategy inside high-growth technology companies, helping businesses get clearer on what they need to say, what needs to change underneath the surface, and how to move the business forward.
How I Work
I believe the work is only as strong as the thinking behind it. The strongest teams understand the why behind what they’re making, the decisions shaping it, and the role it needs to play in the business.
Yes, AI has made execution easier. But the work is not just about producing more. It’s about clearer strategy, better systems, stronger decisions, and making sure what gets made is connected to where the business is going.
That’s the part of the work I keep coming back to.
Beyond my work, I maintain an art practice exploring colour, and write a Substack the apéro edition, an editorial project on design, style, and the aesthetics of everyday life.
I've worked with companies at different stages of growth, from global brands to fast-growing technology businesses.
Dream Games
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Uber
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King
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Booking.com
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TikTok
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DraftKings
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Snap
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Revolut
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Niantic
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Scopely
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Amazon
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Credit Karma
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Dream Games • Uber • King • Booking.com • TikTok • DraftKings • Snap • Revolut • Niantic • Scopely • Amazon • Credit Karma •
Curiosity is part of my practice.
Most of the thinking doesn't happen in meetings. It happens while travelling, reading, painting, talking to people, and noticing the details. Those experiences shape how I see problems and, ultimately, how I help solve them.
