About

A young woman with long black hair, gold hoop earrings, a nose ring, and natural makeup smiling at the camera, wearing a beige coat over a light-colored top.

My career has been a pursuit of one simple idea: that the best stories don't just sell a product; they serve a community.

For me, serving a community means looking beyond the spreadsheets to the people they represent. I’ve built a career on being data-driven, but I’ll tell you a secret: I love the people more than I love the data. The numbers, the metrics, the KPIs, they are simply clues that point me toward a deeper truth. My real work begins when I can answer the questions that truly matter: Whose life did this make better? What opportunity did this create? What feeling will they remember?

This has been my compass from the beginning. At BBC Media Action and TRACE, I saw firsthand how our work wasn't just about broadcasting messages during a crisis; it was about becoming a steady voice of hope for millions of real people who were scared and uncertain. Later, when the MacArthur Foundation asked me to train journalists, the goal wasn't just to teach skills, but to instill a sense of profound responsibility for the stories we tell and the lives they touch.

Then came TikTok, a world of global scale and viral speed. It would have been easy to get lost in the numbers, but I saw my role differently. I wasn't just managing campaigns; I was building the platforms that could transform a local creator's dream into a #1 Billboard reality. The ultimate win wasn't the chart position; it was the human connection, the joy of watching someone's story resonate with millions. My Master's from the London School of Economics gave me the theories, but it was these experiences that forged my framework: use data to find the human truth, then build a system to amplify it with heart.

In a world that I fear is becoming more focused on numbers, I am fiercely committed to the human impact. I chase the feeling of creating something that matters, something people might talk about over dinner, laugh about, or hold onto as a meaningful memory. It’s what I did when I led the narrative that helped a fintech startup, Zuvy, secure $4.5M in seed funding to bring its vision to life. And it’s what I did for the Isle of Wight Council, working to build real trust between a government and the people it's there to serve.

Ultimately, I want everything I do to feel warm. Whether for a tech company, an NGO, or a community, my goal is the same: to build strategies, lead teams, and tell stories that don't just perform, but connect. I want to leave behind more than data points; I want to leave behind opportunities, memories, and a feeling that people were truly seen. That’s the high I’m chasing. That’s the work I love to do.