Work

At the nexus of V&A strategy as the V&A transformed into a museum group of six museums over a 10 year period - one of the largest transformations of any cultural group in the world. Brand and audience sit at the heart of the V&A's mission, vision and

At the nexus of V&A strategy as the V&A transformed into a museum group of six museums over a 10 year period - one of the largest transformations of any cultural group in the world. Brand and audience sit at the heart of the V&A's mission, vision and objectives, as a purpose-led organisation to be the home of creativity for all.

Working alongside the teams in Dundee, launched V&A Dundee in 2019- the V&A's first museum outside London, and now Scotland's Design Museum, with national status. In its first five years, V&A Dundee contributed 1,685 jobs to Scotland and 450 in Dunde

Working alongside the teams in Dundee, launched V&A Dundee in 2019- the V&A's first museum outside London, and now Scotland's Design Museum, with national status. In its first five years, V&A Dundee contributed 1,685 jobs to Scotland and 450 in Dundee, with an economic impact of £304m for Scotland, and £109m for Dundee - a testament to the transforming power of culture.

Developed and launched Young V&A - the V&A's museum to spark creativity in 0-14 year olds. Young V&A launched in summer 2023 to international acclaim, winning Art Fund Museum of the Year in 2024. With a core focus on Gen Alpha, the V&A also developed

Developed and launched Young V&A - the V&A's museum to spark creativity in 0-14 year olds. Young V&A launched in summer 2023 to international acclaim, winning Art Fund Museum of the Year in 2024. With a core focus on Gen Alpha, the V&A also developed an innovative new digital service - mused - to bring 10-14 yr olds to the V&A, online.

Led the V&A's comms, brand, audience, positioning, digital and social media strategy and planning for V&A East, to pave the way to launch in 2025, with a new brand identity, ambitious audience strategy, and core focus on Gen Z - helping museums to th

Led the V&A's comms, brand, audience, positioning, digital and social media strategy and planning for V&A East, to pave the way to launch in 2025, with a new brand identity, ambitious audience strategy, and core focus on Gen Z - helping museums to think more like youth brands

Reinvented the V&A's Brand, Comms, Audience, Marketing, Digital and Visitor Experience strategies over a seven year period, with record visitor numbers, global coverage, soaring audience engagement and wide-spread recognition. A core focus of the aud

Reinvented the V&A's Brand, Comms, Audience, Marketing, Digital and Visitor Experience strategies over a seven year period, with record visitor numbers, global coverage, soaring audience engagement and wide-spread recognition. A core focus of the audience strategy was reaching new audiences, with a focus on Gen Alpha, Gen Z, the creative industries and increasing diversity.

Spearheaded the launch of the V&A's Exhibition Road Quarter in 2017 - the largest evolution of the iconic South Kensington museum in 100 years. The opening REVEAL festival brought 100,000 people to the V&A in its first week, and led to a change in de

Spearheaded the launch of the V&A's Exhibition Road Quarter in 2017 - the largest evolution of the iconic South Kensington museum in 100 years. The opening REVEAL festival brought 100,000 people to the V&A in its first week, and led to a change in demographics with more new and returning visitors than ever before.

Advised the Quentin Blake Centre for Illustration on their brand, audience, comms, marketing and digital strategy, supporting their major capital project as they build the UK's first museum and centre dedicated to Illustration. Opening in 2026

Advised the Quentin Blake Centre for Illustration on their brand, audience, comms, marketing and digital strategy, supporting their major capital project as they build the UK's first museum and centre dedicated to Illustration. Opening in 2026

Led media and broadcast partnerships for clients with major organisations, to broaden reach, build brand and drive engagement

Led media and broadcast partnerships for clients with major organisations, to broaden reach, build brand and drive engagement

Developing and launching Thornfalcon Winery & Press - a new wine, cider and hospitality experience in Somerset - from inception to business planning, planting and framing, widespread building and conversion activity, to launch and the overall establi

Developing and launching Thornfalcon Winery & Press - a new wine, cider and hospitality experience in Somerset - from inception to business planning, planting and framing, widespread building and conversion activity, to launch and the overall establishment of a new business.