"I sweat the petty things; pet the sweaty things — because they decide outcomes. Not a philosophy. A pattern I noticed after enough campaigns went sideways on a single word."
Ten years of translating chaos into something people can understand. Sometimes, as a writer. Sometimes as a strategist. Often as the only person in the room who'd read the comments section before the meeting.
My real job is to inspire.
I bake croissants and muffins on occasion. Ski when there's snow. Ride when there are mountains. Play cricket when someone asks. Movies over books. Books over movies. Air over air conditioning. Gin over beer. I contain contradictions. So does good strategy.
A contemporary marketing and communications strategist with experience across several business categories.