I primarily work directly with brands, but I also partner with agencies where there’s a clear need for senior social commerce or cultural strategy leadership.

It depends on the brand’s needs. In some cases, a high-level strategy and roadmap are enough to guide internal teams. In others, I work hands-on, helping bring the strategy to life through content, creator partnerships, and social-first commerce activations. Either way, the goal is always measurable impact.

Not in the way a traditional creator agency does. I manage creators when it’s part of a platform-driven campaign. For example, TikTok Shop activations - including onboarding, briefing, and coordinating content to ensure it meets both brand and platform goals. I’m also happy to work alongside a brand’s existing creator agency or internal agency team to make sure everyone is aligned and delivering impact.

Brands that believe social is a business driver - not just a marketing channel. Fashion, lifestyle, beauty, tech, and platform-native commerce brands are a natural fit.

Yes. I’ve led global strategies with local market execution across the UK and EU.

Typically, with a short discovery or audit to identify where social and commerce are leaking value, then we define the right scope together.