I’ve always been fascinated by stories and how they shape us, define us, and connect us. Whatever I’ve done in life, stories have always been at the centre of it.
As a freelance journalist, I learned to listen deeply and find meaning between the lines. As a transformation coach, I helped women rewrite the stories they told themselves into ones that felt more empowering. And as a brand strategist, I help creatives and coaches translate their story into a brand that feels unmistakably theirs.

I became a published journalist at sixteen, earned an MA in journalism, and spent over a decade in digital marketing. I also have over a thousand coaching hours behind me. When I lost my hair to alopecia, I lost the need to show up perfectly, and realised our power lies not in polishing our story, but in owning it.

Today, my work lives at the intersection of storytelling and strategy — helping creatives and personal brands sound like themselves and stand out without selling out.

When I’m not writing or crafting brand stories, you’ll probably find me reading multiple books at once, playing with my daughter, or writing Substack and The Sunday Edit — our weekly dispatch on storytelling, creativity, and the art of standing out without selling out.

I’ve lived in six different countries and am currently based in Sydney.