I’ve worked in social for over 14 years, and freelanced for the last 11 - which means I’ve grown up with the industry. I’ve seen the shifts, the algorithm chaos, the platform pivots, and I’ve adapted alongside all of it.

I don’t just keep up with changes - I build strategies around them. New features, format shifts, cultural moments - they’re all part of how I shape content that feels relevant and actually performs.

I’ve worked across everything from fashion to finance, building tailored strategies for very different audiences and brand personalities. Whether it’s big-picture positioning, content direction, paid optimisation or community management, I’m across the full mix.

As influencer PR became a key part of how brands show up online, I naturally evolved into that space too - integrating creator strategy into my offering in a way that feels cohesive, not siloed.