My Background

Originally from Johannesburg, South Africa and now in Washington D.C, I have over 15 years of global experience as a Brand Strategist, both in creative agencies and as an independent consultant. Having spent time in larger traditional advertising agencies and in smaller more digitally orientated firms, I have worked across a multitude of brands and businesses. This exposure has allowed me to hone the craft of capturing the essence of a brand and bringing that to life through compelling communication. I also understand how to use strategic thinking to inform creative excellence.

I have helped shape brands like Mini Cooper, Johns Hopkins Medicine, Nando’s PERi-PERi and Virgin Money, as well non-profits like AARP and the White House Historical Association.

People often ask whether I specialize in a specific industry. I do not. This wide variety and depth of experience allows me to apply learnings from many industries across categories. Plus, I would just get horribly bored, if I was continuously working on the same thing.

My Approach

Clarity

I believe that simple strategies are best. Simplicity is not achieved by doing less, it is achieved by honing in on what makes a brand distinct and brutally focusing on that. This takes rigor, a lot of listening and thoughtful questioning. I aim to create clarity by asking why before getting to the what or how.

Collaboration

I work with people not for people. Stronger work will come from client partnerships not client services.

Kindness

Often, I am not going to say what clients want to hear, but I’ll always deliver this with a healthy dose of kindness. No egos, no arrogance, no crushing it. Calm, honest and kind, always.