Strategic & Creative Director · Cultural Coherence · London
ReadI work at the intersection of cultural intelligence and creative leadership.
I help organisations understand what has shifted — in culture, in their audience, in themselves — before deciding what to say or build.
My work is most useful at moments of rupture: repositioning, structural change, loss of relevance. I read what organisations aren't measuring yet. I translate that into creative direction, narrative, and systems that hold.
Experience across Europe, the US, and the UK. Global FMCG, beauty, tech, and consumer brands.
The challenge was not acquisition.
It was relevance.
Tinder was widely used — but its cultural perception among Gen Z was eroding. I led the strategic and creative direction of an upstream exploration — no brief, no optimisation targets. A small group of young creatives explored how dating was actually lived.
What emerged: dating had stopped being about finding someone. It had become a process of self-discovery.
Two years later, Match Group's CEO repositioned the brand around identity and emotional connection — the exact territory the creative exploration had mapped.
Creative exploration as competitive intelligence — the shift seen before strategy named it.
See Case Study →I advise founders and leaders on cultural positioning, brand meaning, and organisational coherence. My work moves creativity upstream — before the brief, before the strategy — to reveal what an organisation truly stands for and build from there.
Transformed a production studio into a recognised multidisciplinary creative agency. Secured major accounts including Adobe US, Grand Frais, Mondelēz, Filorga, L'Oréal, and Legrand. Built and retained the agency's first long-term retainer client producing 500+ assets annually while maintaining creative coherence.
Led global brand systems across skincare, haircare, and colour. ~15 international campaigns per year across 130+ markets. Integrated digital-first thinking into large-scale ATL, retail, and content ecosystems while preserving global brand consistency.
360 creative direction across product, packaging, campaigns, retail, PR, and experiential. Built the in-house creative department. Positioned Becca as the "expert of light." Supported expansion across Sephora US and Ulta US.
Redefined Maybelline's social brand around New York culture, diversity, and individuality. Celebrity campaigns balanced with community-driven storytelling.
Pioneer of social-first and YouTube content strategies for Samsung, Microsoft, and Sky. Helped position brands as cultural sponsors rather than traditional advertisers.
Digital and integrated advertising for RATP, La Poste, EDF, Banque Populaire. Built and scaled a creative team specialising in digital and integrated communication.
Co-founded a branding and design studio for premium and luxury brands: Cartier, Lancôme, Kérastase, Chaumet, Helena Rubinstein.
What Makes Us Human
A public platform on Cultural Coherence
and the structural role of creativity in organisations.