A little bit of background.
From cutting my teeth in 1990s London advertising and design agencies to navigating the digital boom of the 2000s and running my own business, I’ve always remained adaptable. My constant? Delivering high-quality work that turns vision into value — not just words and pictures, but results.
In 2016, I refocused on my core strengths: creating the 'big idea', conceptualising and crafting campaigns that spark an audience into action, whilst empowering and leading teams.
For the last eight years, I've worked primarily on the UK and global accounts for Shell within a high-paced agency environment, serving as the creative lead for Shell V-Power, Shell GO+ Rewards, and Shell Recharge. I've successfully executed campaigns across forecourt, in-store and digital – as well as breaking new ground by spearheading the creative for Shell's 'Drive Carbon Neutral' campaign launch.
My thoughts on AI.
Today, I see AI as the latest essential tool in the kit. Rather than warily looking over my shoulder, I’ve embraced it; I understand its quirks and have already realised its potential. I’d much rather be its master than its servant, and I'm continually looking and learning at ways it can blend into the creative mix.
Core skills.
Creative direction and brand strategy
Translating briefs into high-impact concepts.
Translating briefs into high-impact concepts.
Commercial leadership
Aligning creative output with financial objectives and seeking opportunities to add value to projects.
Aligning creative output with financial objectives and seeking opportunities to add value to projects.
Project management
Managing multi-channel delivery of projects.
Managing multi-channel delivery of projects.
Leadership and mentoring
Fostering creative excellence within diverse teams.
Fostering creative excellence within diverse teams.
Performance analysis
Review campaigns to ensure continuous improvement and success.
Review campaigns to ensure continuous improvement and success.
Technical capabilities.
Practical
– Conceptual thinking, brainstorming and ideation
– Scamping and hand-drawn visualisation
– Copywriting and over-arching theme creation
– Campaign key-visual design and roll-out
– Overseeing creative and production teams
– Client liaison and collaboration.
– Conceptual thinking, brainstorming and ideation
– Scamping and hand-drawn visualisation
– Copywriting and over-arching theme creation
– Campaign key-visual design and roll-out
– Overseeing creative and production teams
– Client liaison and collaboration.
GenAI
Expert in GenAI for content creation, image and copy content, as well as deep research across Midjourney, Google Gemini, ChatGPT and Adobe Firefly.
Expert in GenAI for content creation, image and copy content, as well as deep research across Midjourney, Google Gemini, ChatGPT and Adobe Firefly.
Software and apps
Advanced Adobe Creative Cloud (Ps, Ai, Id, Acrobat), plus basic usage of After Effects, UI/UX principles, and print production processes. Strong working knowledge of HTML/CSS and MS Office applications.
Advanced Adobe Creative Cloud (Ps, Ai, Id, Acrobat), plus basic usage of After Effects, UI/UX principles, and print production processes. Strong working knowledge of HTML/CSS and MS Office applications.