about

I am a highly curious and empathetic leader with international experience. I can take critical insights and synthesise a team to develop creative ideas into meaningful strategies that earn buzz for brands across earned, owned, paid, and shared spaces.

I have worked with the following brands: Adidas, Adult Swim, Booking.com, Carharrt, Cartoon Network, CNN, Disney, Google Arts & Culture, Microsoft, Miele, MTV, Patta, O2, and Skype. My work usually involves brand editorial, digital marketing, positioning (tone of voice), creative strategy, copywriting, media and creator partnerships, and content planning.

In addition, I write about music and culture for various magazines and newspapers, including CRACK, Dazed, Esquire, The Financial Times, Highsnobiety, Mixmag, and Wax Poetics. I’ve also launched two music and lifestyle titles, Bonafide and Patta Magazine.

In late 2024, my first book, What Do You Call It? From Grassroots to the Golden Era of UK Rap was published via Velocity Press. The Wire described it as “refreshing and urgent.”