Profile
Great strategy is creative.
Great creativity is strategic.
My passion is bringing together curiosity, empathy and insight to make things better.
Having worked in the not-for-profit sector, overseas aid and plying my trade as a graphic designer, it was helping a number of African ethical businesses to develop their brands that opened up my eyes to my future in strategic planning.
Here was my opportunity to bring together everything I’d been working towards under a single job title. I began as Strategic Planner in Core, Ireland’s largest marketing communications company, before moving to In the Company of Huskies and, Havas Creative Dublin, as creative strategist, and now, working freelance.
Today, with even more focus on sustainability and purpose, I have a unique perspective and range of experience to bring to clients who want to achieve commercial and social & environmental impact.
Intrigued? There’s more on my LinkedIn profile.
Skills
Delivering inspiring creative briefs & briefings
Delivering exciting creative strategies
Creating compelling brand strategies
Carrying out consumer & cultural trends analysis
Writing compelling consumer personas
Designing, briefing & analysing consumer & market research
Authoring reports & white papers
Innovation & design thinking
Clients I’ve worked with
Side Hustles
I co-founded the Dublin chapter of Group Think, the peer-to-peer learning community for strategists & planners of all hues, who are united by our blood, sweat and tears. Our philosophy is we can all get better at what we do through conversation, and out diverse group of over 200 Dublin-based strategists meet monthly in Dublin’s best small groups over a few pints.
I co-founded Purpose Disruptors Ireland, a grassroots movement to drive system change in the marketing communications industry to ensure we do our bit to urgently stop global heating and ecological collapse. We do this by providing a space for all of us to collaborate and create meaningful change from where we stand.
In my spare time …
I love music and, since writing every band I’ve ever seen on long and boring bus journey in Peru in 2011, I’ve been keeping the list going.