Co-Founder & Director
London | 04/2024 - Present
Scout KIDS
Scout Kids is a digital membership platform solving the age-old question: “What should we do with the kids this weekend?” We provide hand-picked family-friendly activities, exclusive perks, and easily-filterable expert recommendations—saving busy parents and carers time, effort, and money.
Brand & Product
• Built the Scout Kids brand from scratch, including the visual identity, UX design (Figma), content strategy, tone of voice, and product roadmap to create a seamless, user-friendly experience that resonates with modern families.
Marketing & Growth
• Developed and launched an organic GTM strategy, attracting our first 500+ beta members organically.
Partnerships
• Secured partnerships with London’s top family-friendly venues, unlocking exclusive perks for our members while boosting visibility and driving revenue for local businesses.
Community & Engagement
• Leveraging my background in membership growth (300% YoY at The Nudge) to build a thriving Scout Kids community of engaged and loyal London families.
PR & Awareness
• Secured tier-1 media features (coming soon), positioning Scout Kids as a trusted resource for London parents.
Marketing Lead & Director
London | 12/2023 - Present
CORNER-
STORE STUDIO
Cornerstore Studio is a boutique brand and marketing consultancy helping high-growth consumer, lifestyle, and D2C brands scale smarter—through sharp brand strategy, hands-on marketing leadership, and data-driven growth.
Fractional Marketing Leadership
• Act as a strategic partner for scaling brands needing senior marketing expertise without the overhead of in-house hires.
Brand Strategy & Positioning
• Develop differentiated brand identities and messaging frameworks that cut through crowded markets.
Growth Strategy
• Build full-funnel, data-driven marketing strategies that connect brand, content, and performance to deliver measurable growth.
End-to-End Execution
• Leading integrated campaigns across various channels (inc PR, influencers, paid social, email, content, and community) —balancing short-term existing demand capture and longer-term future demand gen.
GTM & Market Expansion
• Support product launches and international growth, shaping tailored go-to-market strategies for each stage of scale.
Agile Team Building
• Assemble bespoke, fractional marketing teams that flex to client needs—delivering agency-level expertise, minus the overhead.
Head of Marketing & Brand
Amsterdam | 03/2021 - 11/2023
LEKKER Bikes
As one of LEKKER’s first marketing hires, I spearheaded the global brand and marketing strategy, helping scale the business across APAC, the US, and Europe.
Key Achievements:
• 60% YoY Revenue Growth
• 300% Increase in Brand Searches via strategic campaigning, SEO, digital, and a global PR push
• 100+ Tier-1 media features, including lifestyle, tech, and business press, boosting brand authority, trust, and awareness
• 4x growth in revenue attributed to email via an effective content strategy, localisation, segmentation and automations
• NPS 9/10 and TrustPilot score of 4.5/5 (highest rated eBike brand in EU), driven by consistent, customer-first marketing
Core Responsibilities:
• Full-funnel, omnichannel strategy – leading the marketing function with a holistic approach to brand, CX, creative, performance, product, digital, PR, and community
• Market Expansion – Launched LEKKER in the US, Germany, and the Netherlands with localised GTM plans. Solidified LEKKER as Australia’s market leader in D2C eBikes
• GTM – delivered 20+ successful product launches
• Growth & Paid Media: Achieved 12.5 average ROAS in paid campaigns, nearly doubling the industry benchmark of between 5-7
• Brand repositioning: Led a global rebrand that contemporised the brand’s identity and solidified its positioning, tripling brand awareness YoY
• Team Leadership & Collaboration: Reported directly to the CEO, managing a growing in-house team, external agencies and freelancers, and worked cross-functionally with product, CX, eCommerce, and performance team leads to align marketing and brand with business objectives, cross-functional projects and knowledge sharing
Founder & Director
Amsterdam | 02/2020 - 03/2021
pIECEMEAL PUZZLES
During the pandemic, I created and launched Piecemeal Puzzles—a design-led, mindfulness-focused jigsaw puzzle brand for younger, style-conscious consumers. The result? Viral growth, global press, and a cult following in under 3 months.
Key Achievements:
• 10,000+ unique visitors within the first 3 months of launch – driven entirely by organic traffic
• 1.6M+ influencer impressions via strategic gifting and community-driven content
• Featured in top-tier media including Cosmopolitan, Condé Nast Traveller, Forbes, Stylist, Suitcase and more
Key Highlights:
• Creative Direction – Led all the creative output, including branding, packaging, product visuals, and the Shopify website
• eCommerce & Growth Strategy – Built a high-converting D2C experience, optimising UX, PDPs, and retention flows
• Content & Social Marketing – Delivered an organic-first strategy combining storytelling, branded content, UGC and creator collaborations
• PR & Awareness – Secured extensive tier-1 media coverage, positioning Piecemeal as the contemporary puzzle brand for a new generation of mindfulness-focused consumers
Head of Partnerships & Memberships
London | 03/2017 - 11/2019
THE NUDGE
At The Nudge—one of London’s most influential digital city guides—I led strategic partnerships, membership growth, and audience engagement, transforming the platform into a high-performing, revenue-generating community.
Key Achievements:
• 500% YoY membership growth, scaling from 500 to 3,000+ paid members organically
• 3-4 brand partnerships weekly, with Bloom & Wild, Saatchi Gallery, Cecconi’s, Ollie Quinn and more
• Built a 250k+ email community and drove 1M+ monthly unique website impressions through high-value content
• Blended editorial + commercial strategy, enhancing user engagement, satisfaction and monetisation
Key Highlights:
• Partnerships & Collaborations – Secured and launched strategic partnerships that enhanced member value and retention, and drove acquisition
• Growth Strategy & Retention – Designed targeted acquisition and retention campaigns that boosted conversion and LTV
• Content Marketing – Led digital content strategy to amplify engagement, loyalty and ad revenue
• CRM & Community Building – Developed segmented CRM flows and optimised member journeys to drive engagement, increase LTV and reduce churn