Available for new clients

Your audience isn't one person. Discover who they all are and create content that delivers to them all.

15+ years across some of the world's largest ad agencies and in-house at National Geographic, ESPN, Meta and most recently TikTok. I help brands shape their marketing content and social strategies into content that works. My approach is grounded in sharp audience segmentation and measurement, so we always know what's working and why. I bring big-brand strategy and startup speed to every partnership, because good marketing shouldn't have to choose between the two.

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How I work

Three things, done together

When you don't know your audience properly, you're wasting budget - on content that misses and on paid media that targets the wrong people.

Profile & test

Deep audience profiling, tested against real segments until we find the one that actually converts.

Audit

A full audit of everything you're currently putting out, including content, channels and performance, no assumptions.

Optimise & grow

A growth strategy built directly on the audience and audit findings, then optimised as it runs.

Next steps

How to get started

Free discovery call

30 minutes to understand your brand, current audience, and where growth is stuck.

Audience profiling & content audit

A sharp, paid audit of your current content and channels, plus testing to define your real audience segments.

Growth strategy sprint

A focused engagement to build the optimisation and growth plan around what we found, fast.

Ongoing partnership

Monthly or quarterly retainer to keep testing, auditing, and optimising as things shift.

What it looks like

A sample 4-week sprint

Below shows an example of how a first engagement would run in real weeks with real outcomes and deliverables.

Week 1: Discovery & audit

Full immersion in the brand, the market, and the audience you're building for.

Stakeholder interviews with your team
Full content and channel audit
Competitor deep-dive
Light CRM / data review
Begin audience profiling

Delivered: Discovery deck covering all findings and the strategic foundation for the sprint ahead.

Week 2: Audience & segmentation

Define who you're actually talking to, and what each segment needs to hear.

Finalise audience segments and profiles
Content ecosystem review, covering what's working and what isn't, for whom
Map content types to each segment
Key messaging by segment

Delivered: Audience profiles, content ecosystem map, and a segment-by-segment messaging document.

Week 3: Content calendar & measurement

Build the calendar and the measurement framework that proves it's working.

Build and evolve the content calendar
Establish measurement framework and set up tracking
Prioritise channels by segment
Brief first optimised content pieces

Delivered: Evolved content calendar, measurement framework, and first optimised content briefs.

Week 4: Optimise and roll out

Move from planning into production, as first content goes live and gets tested.

Launch first segment-specific content
Review early performance against the measurement framework
Refine segments and content ecosystem based on real data
Scope the next phase

Delivered: Live optimised content, early performance read, and a plan for the next 90 days.