Strategic marketing & communications for
the work that matters.
Fractional or per project. AI fluency built into how I deliver.
See how I work →
A pattern shows up across values-led organisations. Activity is full. Output is steady.
But the strategy underneath has thinned, or never quite got named, and the gap between what marketing and communications is producing and what the organisation actually needs is now visible from the outside.
A new campaign doesn't close that gap. Neither does a new brand. What closes it is strategic work that can read the whole picture and sharpen what is already there.
That's the work I do.
What I do
My strongest work is brand foundations: positioning, identity, tone of voice, mission, vision, and values. I build and lead marketing and communications across hospitality, fundraising, early years, wellness, events, and cultural programming, inside charity, heritage, and third-sector organisations. AI fluency is built into how I deliver, which keeps the work senior, fast, and properly resourced without scaling the team to match.
How I work
Three engagement shapes, depending on what you need. Fractional means holding the marketing and communications function from inside the team for a defined period, not freelance support delivered from outside it. Advisory gives a lighter-touch monthly or quarterly rhythm. Per project is a defined piece of work, no ongoing commitment. Services lays out how each one runs.
About me
I've built brands from zero and led marketing and communications strategies across charity and commercial. The work is finding the gap between what is true and what people can hear. The full picture is on About.
Two places to read the work.
Both show how I think.
The Edit AI
A live working inventory of the AI tools I use in practice, with first-person verdicts on each one. The current stack, the design workflows, what gets used versus what I tested and set aside, all of it kept current. It's the most direct answer to the question of how I work.
The Edit AI ↗︎ (opens in new tab)The Substack
Weekly, every Tuesday. Not a roundup of what is happening in AI, and not a beginner's reassurance letter. Committed arguments about strategy, communications, and where AI actually fits, alongside practical guides for people who want to use it well. Written from inside an active practice, honest about what works and what doesn't.
The Substack ↗︎ (opens in new tab)Or read the work first: Services → and About → are both good places to start.