about

Writer, editor, and creative leader with 15+ years’ experience helping brands build cultural relevance. I’ve worked across fashion, technology, music, and media, leading creative teams and building narrative platforms for brands including adidas, adult swim, Booking.com, Lacoste, Google, Patta, and Microsoft.

My work ranges from global product launches and social ecosystems to magazines, films, and brand worlds. Alongside leading creative teams, I write. I’m the author of What Do You Call It?, a history of UK rap, and Editor-in-Chief of Patta Magazine — described by The New York Times as “one of the freshest, most creative indie print magazines.”

I believe the future belongs to brands that think more like publishers, communities, and cultural institutions than advertisers.