With over 20 years of experience in marketing, media, and events, managing global lifestyle brands, I am now building a collective dedicated to training, innovation, and venture building, to help the lifestyle sectors become more regenerative


my story

I studied International Marketing Management at Bournemouth University, UK. After graduating, travelling, and working at Murdoch Publishing in Sydney, Australia, I joined AKQA Digital in London and subsequently spent the next ten years in brand communications, working up to a strategic level in digital media agencies, including Euro RSCG/Havas, Exposure PR, iCrossing, Thinking Juice, and Superunion/WPP. I worked across many lifestyle sectors, producing brand guidelines, websites, marketing, and social media campaigns for award-winning brands such as Coca-Cola, Diageo, Sainsbury’s, Unilever, Kiddicare, and John Lewis, before moving to Hearst Media as the Group Digital Marketing Manager, to develop digital media platforms. Within a global corporate structure, I pushed boundaries to implement many new system efficiencies, playing a key role in the transition of Hearst’s lifestyle brands, from being print publications to becoming popular multi-media brands, with diverse sources of increased revenue streams.


I have been privileged to work with some highly talented Creative Directors, who have illustrated just how powerful media platforms, design, and the arts can be to influence consumer culture.

After a few years into my career, I started to become more conscious of the impact my actions were having on consumerism. Some of the top media brands I was representing at the time with the biggest budgets, and global market presence were influencing people to live very unhealthy lifestyles, and any promotion or marketing awards success I received meant I was helping to make big corporates with unethical supply chains more powerful!

I couldn't continue to support this ever-growing, destructive system, so I started to think about regenerative solutions. 

to change the world, you have to throw a better party than those destroying it

Marketing and social media platforms have immense power over influencing how we think, feel, and act. So why not use these devices to create positive cultural shifts promoting regenerative initiatives that attribute success in equal measure to profit + the well-being of people + how it cares for the planet?


For this reason, in 2014 I moved away from corporate life to work with organisations on food, hospitality, fashion, and design startup projects and event campaigns that support a circular economy. These are the lifestyle sectors that I am passionate about, and it's where we can create the most impact to invoke cultural behavioural changes. Click here to view my past experience and portfolio.

time to shine!

I recently founded the ReGen Collective, to form a collaborative community, and to gather sector expertise that can offer innovation, marketing, business and ecosystem efficiencies for venture builders, government bodies, entrepreneurs, scientists, and researchers.  interested in co-creating a positive, circular lifestyle economy.


If this is your interest, then let's chat! The most successful and rewarding projects and ventures are the ones driven by passion and shared values.


Innovating in the lifestyle sectors

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An informal interview by Pras, the Founder of Better World Innovations 

NB This was recorded at the start of my mission. A lot has happened since then!