I've always been passionate about current affairs, writing, and telling stories, and so I trained as a journalist. But a week of work experience at the Daily Telegraph was enough to make me realise the cut-throat news industry wasn't for me. But what brought me there never went away.

PR made sense. I moved into it and spent almost 10 years at agencies across the North, leading strategy for brands including Virgin Money, Oliver Bonas and Maryland Cookies.

I learned a lot. How PR, done properly, can and should work alongside other marketing channels to build something that compounds. And most importantly.... how visibility means nothing without credibility.

In 2023 I took the leap to start my own business. Since then, I've worked with founders and brand teams across the UK and US, in healthcare, travel, HR and finance, and achieved some of the best results of my career. Results that came from actually understanding the business, not just the brief.

What I've found, consistently, is that the brands I do my best work for are founder-led. Brands that have compelling stories to tell, but struggle to know how to communicate them. Businesses that create innovative products or solutions, that are changing the world for the better.