I started as a Copywriter in advertising agencies and worked my way up to Creative Director, shaping campaigns for renowned global brands across industries. After years of agency life, I moved to the brand side, bringing my expertise in brand building, integrated marketing, and crafting distinct brand personalities, strategies, and tone of voice.

Now, as the Global Marketing Creative Director at Alison, an Irish online learning and career empowerment platform, I wear many hats beyond creative leadership. I head multiple diverse teams across social media marketing, email and retention marketing, marketing design and video, as well as product and brand marketing (both for B2C and B2B), ensuring each delivers on its KPIs and strategic goals. Sometimes, I also shape website, app and product narratives, and despite my leadership role, I remain hands-on with writing copy for emails, brochures, ads and social media posts. When time permits, I make videos too.

My approach to marketing blends creativity with data. I leverage insights and analytics to inform strategic decisions, constantly testing, iterating, and adapting to evolving trends. Continuous learning is central to this, and I actively invest in expanding my skill-set through industry research, upskilling, and staying on top of new technologies. At the heart of it all, I believe great ideas and human insights drive memorable marketing, which in turn builds brands, reduces CAC over time, and fuels business growth.

My work has earned me two D&AD Young Blood wins and a Young Spikes finalist spot, along with recognition at Adstars Korea, RAD Awards London, and multiple Abbies at Goafest. It has also been featured on Best Ads on TV, Ads of the World, and the Kyoorius Journal.

Since August 2022, I’ve been working remotely, collaborating with high-performing coworkers across 23+ countries and multiple time zones (Europe, North America, Asia, and Africa) — proof that work ethic and ownership knows no borders (or an office address).