Reframing CRM from sales tool to brand engine

The emails were dry, salesy, and skippable. I brought in fresh thinking from outside automotive - drawing on brand work and out-of-sector inspiration like Dua Lipa’s Service95 newsletter - to show how CRM could actually connect. The work sparked a full rethink, and led to a complete revamp of CRM across VW, CUPRA, and SEAT.

SS 2025 | Freelance, consultancy

Making AI adoption feel human, not corporate

Brought in by RY, I worked on a tricky challenge: help GSK Research Tech encourage scientists to adopt new AI tools they were deeply sceptical of. The existing creative was all brand and no substance. I rebuilt the routes from the ground up - grounded in real audience insight and scientific mindsets. That shift turned resistance into curiosity and unlocked a wave of smart activations, from physical collateral to behavioural nudges.

SS 2025 | Freelance, consultancy

Swapping beige corporate speak for standout messaging

After helping Vitol articulate their brand six months before, they brought me back - this time to turn that strategy into messaging that actually lands. I analysed the market (dull, vague, forgettable), mapped their audiences, and built three creative routes with tailored messaging matrices. The result? Confident, value-led comms that stand out - now in use across the business. Interestingly, Vitol chose to work with me over a traditional agency: more flexible, more direct, and more effective.

SS 2025 | Project, consultancy

Branding a betting giant for global ambition

Working with Untangld, I helped Superbet unify a fragmented brand as it pushed beyond Eastern Europe into LATAM and the EU. I ran interviews and workshops across five markets, surfacing a new strategic angle - positioning betting as a way to enhance the sports and entertainment experience, not distract from it. A clear, optimistic story that’s helped power their international expansion.

AW 2025 | Freelance, project

Turning internal brand into something worth caring about

Brought in by House337 for a global pitch, I helped reframe Santander’s internal brand launch from corporate directive to human celebration. We scrapped the usual best practice and focused on real stories - showing how the bank’s work changes lives, not just balances. It shifted ‘It Starts Here’ from a tick-box task to something teams actually wanted to be part of - and helped House337 win the pitch.

AW 2024 | Freelance

Helping a broken business find its story again

SBG was lost - post-merger, post-walkouts, and unsure of what it stood for. Brought in by Untangld, I interviewed staff across the org and built a new articulation of what SBG actually does, mapped to the real journey of its clients. I also created simple tools - like one-page product/service sheets - that helped teams talk clearly and confidently about their value. It reignited belief inside the business. They’ve been on the front foot ever since - and brought me back in for more.

AW 2024 | Freelance, project

Distilling decades of complexity into one clear story

Brought in by the Head of Comms on recommendation, I helped Vitol tackle a growing identity problem. After years of M&A, the company had lost sight of how to talk about itself. I reviewed reams of history, documents, and internal perspectives - and distilled it all into a single page: sharp narrative, clear proof points, and a pitch the business could finally stand behind. One stakeholder called it “a huge sigh of relief.”

SS 2024 | Project, consultancy

Cutting through the noise on neurodiversity

I was brought in for my dual background in strategy and psychology to shape something rare - a podcast on neurodiversity grounded in science, not social media spin. I developed a clear, culturally aware position on how to handle the topic with honesty, nuance, and care. At a time when misinformation is everywhere, The Hidden 20% cut through - an award-winning series with a 4.8/5 rating and a guest list including James Dyson, Heston Blumenthal, and Kit Harington.

SS 2023 | Project, consultancy