I started in fashion editorial at GQ and Vogue where I learned the instinct for what belongs and what doesn't. What's culture and what's a fad. What people want to consume and what is just noise.

Then I built things. Beach Tomato from nothing. Refinery29 UK's branded content team from one person (me) to forty across the UK, Germany and France, winning best branded content team in the country. AnalogFolk's content offering from two people to fifteen. Brand, marketing and creative in-house at AllBright during its scale-up years. I launched JOAN - one of New York's most exciting creative agencies - into London. I know what it takes to make something out of nothing and keep it alive.

I've sat agency side, client side, founder side and publisher side. I've been the one writing the brief and the one answering it. I've managed the P&L and I've been the creative arguing against it.

But the lens I come back to is editorial. Knowing instinctively what the audience actually wants to read, watch or share. What's worth making and what isn't. What belongs in the world and what's just filling space. That judgement that was built in newsrooms before it was ever applied to brands is the thing most marketing is missing.

What that gives you isn't a consultant with a framework. It's someone who's been every person in the room - and knows exactly when and where to push.