Career Snapshot

London-based creative leader with 10+ years of director-level experience.

Managed international content teams and scaled up global brand reach for AI unicorn Synthesia, B2B agency The Future Laboratory, and publishers Dazed Media and Boiler Room.

Led marketing and research projects for clients such as Jack Morton (IPG), Nike, Levi’s, Calvin Klein, Apple, Google, D&AD, Amazon, BA, William Grant & Sons, MediaCom, Global Radio, and Corinthia London.

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Synthesia

Content Leader, 2022 - 2023

• Synthesia is the world's leading generative AI video creation platform, valued at $1 billion.

• Delivered 85+ million views and 700k+ followers for the scale-up’s social channels.

• Oversaw all content initiatives during the $90m Series C fund-raising round.

• Integrated GenAI into Deloitte and EY’s enterprise offering leading to a 10X uplift in content production across learning and development teams.

• Managed a team of content creators, video producers, and creative technologists.

• Delivered daily TOFU marketing content for socials, live streams and no-code experiments.

• Creative campaigns included the world’s first AI advent calendar, a realtime sports match

predictor, avatar debates, an AI language tutor, and a reactive Twitter video bot.

• Early adopter and expert in GPT prompting and LLM-based business tools.

The Future Laboratory

Head of Foresight 2018 - 2021 (promotion)

Content Director 2017 - 2018

  • Led the development of the agency’s e-commerce site, resulting in a 270% rise in sales. This directly led to the business being acquired by Together Group.

  • Plotted the publishing direction of the B2B client subscription platform, LS:N Global.

  • Delivered a 600% increase in report sales, a 43% boost in social followers, and a 53% increase in paid membership subscriptions.

  • Managed 20 members of staff through the pandemic and was a core member of the SLT.

  • Set departmental budgets, revenue goals, and product roadmaps. 

  • Created a “Trend Tracker” marketing campaign that influenced 50% of membership deals.

  • As part of the SLT, I set company KPIs, plus instigated D&I and wellness initiatives.

  • Implemented an AI strategic research system to stop cross-departmental duplication.

  • Outputs included: macro trend briefings, C-suite summaries, white papers and podcasts.

  • Clients included: Nike, Unilever, Google, Diageo, Ikea, Coca-Cola, Meta, and LVMH.

Boiler Room

Content Director 2016 - 2017

  • Boiler Room’s videos are watched by 63 million people in 150 countries per month.

  • Refreshed the brand’s Instagram strategy, contributing to organic growth of 1.8m followers.

  • Advised the CEO on future trends, cultural shifts, and operational efficiencies.

  • Produced and created topical Gen Z debates, generating over 5 million live streams. 

  • Commissioned and edited the brand’s limited edition print zine.

Dazed Media

Content Director 2015 - 2016 (promotion)

Editor-in-Chief 2012 - 2015 (promotion)

Deputy Editor 2005 - 2012

  • Dazed is one of the most trusted voices in youth culture with a global reach of 60 million people per month across the web, social and print.

  • Transformed the company into a digital-first operation with a social following of 3m+. 

  • Co-created Dazed Digital and grew its traffic from 200K to 3m unique visits p/m.

  • Oversaw a publishing department of 30 writers, stylists, marketers, and designers.

  • Wrote, commissioned and edited 1000+ long-form feature articles, reports and blogs. 

  • Invented the Dazed 100, an audience-powered new talent hub which I got sponsored
    by Apple. Subsequent sponsors include Calvin Klein, Coach and Converse.

  • Collaborated with Grammy winner Frank Ocean to produce his Boys Don’t Cry magazine.

  • Created Nike’s global fan experience campaign for the 2014 World Cup.

  • Made Dazed’s print offering profitable by restructuring its format, brand identity, publishing frequency, and used my network to secure world exclusives for 150 editions.

  • Hired a video department to create original films for brand partners such as Channel 4. 

  • Interviewed cultural icons including Daft Punk, Beyoncé, Thom Yorke, Grace Jones,
    Wes Anderson, Lana Del Rey, Scarlett Johansson, FKA twigs and many more.

Case Studies