About Me
I came to social media from psychology, spent years in agencies and magazines, and then built my own audience from nothing.
The Short Version
I've built over 200,000 followers across TikTok and Instagram from scratch.
Before that, I built brands for other people. I've worked in communications at Vogue, in advertising at BBDO, and in digital at agencies like Reading Room. I ran social for startups, and spent the past year working as Head of Marketing at Medefine, a medical education company.
It's an unusual route, and it means I've seen this from inside a global magazine, inside an agency, inside a startup, and from my own living room with a phone. They each teach you something the others don't.
What I Actually Learnt
Agencies taught me strategy: how to think about positioning, audience and message properly, the way big brands do it.
Vogue taught me taste and standards, and what it looks like when a brand knows exactly what it is.
Startups taught me speed, and that most of what agencies do is unnecessary when you have no budget and no time.
Building my own following taught me the part none of them cover: what actually makes a person stop scrolling. That isn't taught anywhere. You learn it by posting badly for a long time and paying close attention to why.
Most people in this industry have one of those. Having all four is why I can build you a strategy that's genuinely rigorous and tell you why your last video didn't work.
American University of Paris — BA, Psychology
Parsons Paris — BA, Strategic Design and Management
London College of Fashion — MA, Strategic Fashion Marketing
Almost everything I do comes back to why people pay attention, why they trust some strangers and not others, and what makes someone care about a person they've never met. That's psychology before it's marketing.
Background
What I think about all this
We're living through something genuinely exciting. One person with a phone can reach more people than a national newspaper. You can build a business, find your people, change what your life looks like: from your kitchen, with no budget at all. That's new. It didn't exist twenty years ago and it might not work this way in twenty more.
It's also the most forgiving creative outlet I've ever had. You can try something, watch it not work, and try something else next week: nothing is permanent, nothing costs you anything, and every version teaches you something about what people respond to. I've made things I'm proud of and plenty I'm not, and the experimenting is genuinely the fun part.
The reason most people don't post isn't discipline. It's fear, and nobody in this industry talks about it because it's easier to sell a content calendar than to help someone get over being scared. That's the bit I care most about.
In The Press
I work with individuals building a name for themselves, and with organisations who want their teams to be really good at social media. Strategy, audits, training and coaching.