I built a creative function from scratch, led a global rebrand and directed a pivotal product launch campaign. All at the same time. That was tonies – I joined as the first UK creative hire and left four years later as Global Head of Creative.

Now I do it fractionally for scaling DTC brands – kids and family, food and drink. Brand building: guidelines, tone of voice, design systems. Creative function consulting: first hires, ways of working, agency relationships – including building AI into the workflow so production speeds up without the brand flattening out. When I went on maternity leave, my team ran without me. By design.

I think of a creative team like a high-performing Michelin star kitchen. Every element earns its place on the plate. Nothing is garnished without intention, but everything is served with care and passion. I care about craft, impact and integrity – work that looks right and moves the metrics that matter, whether that's brand recall, conversion or campaign reach.

I'm also Mum to a delightful, charming toddler. Two years of that has taught me more about productivity, communication and people management than 15 years of "professional" work – and it's consumer research I can't switch off.

If you're growing fast and creative is running on goodwill and generic AI prompts, that's usually my cue.