I grew up in Yorkshire and moved to London at eighteen for an apprenticeship.

Most of my career was spent in big agencies and corporate marketing teams. I learned fast, worked harder than I should have, and got used to functioning at a pace that looked impressive but wasn’t sustainable.

For a long time, I told myself that was simply what ambition required. It took me a while to realise it wasn’t.

I came out at fifteen and ’ve always had a complicated relationship with fitting in. My career never followed a straight line either.

I moved through strategy, brand, marketing, and content roles, picking up the parts that mattered to me. Eventually, I stopped trying to find the perfect job and started building the things I actually wanted to exist.

One of those was Kilter, a luxury BDSM brand. Building it meant working inside a category that’s often misunderstood, stigmatised, or flattened into shock value.

I built its first audience on TikTok at a time when that was considered incompatible with a premium product, and learned first-hand how platforms, perception, and prejudice shape what businesses are allowed to be visible.

That experience deeply informs how I think about brand positioning, discretion, and cultural context.

Alongside Kilter, I built The New Marketer, a strategy consultancy for founder-led businesses that need commercial grounding and clear positioning rather than another set of recycled marketing tactics. The work I do now is shaped as much by running my own brands as it is by advising others, because theory only gets you so far without lived experience.

Most people find me through my content. I share the reality of running multiple businesses, dating in your thirties, building a company around a child, and trying to create a life that prioritises both ambition and sanity.

I talk about the parts of entrepreneurship that tend to be glossed over, the shifts that happen when you stop trying to please everyone, and the decisions that quietly change the shape of your life, even when they don’t look dramatic from the outside.

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