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After graduating from the University of Westminster with two degrees, I went on to digital marketing and PR in the music industry. I held roles at Sony, award-winning digital marketing agency Outside Line and the pioneering music streaming dotcom Peoplesound. My clients included Universal, EMI and Warner. I acquired indie sector experience with clients such as Sanctuary, Echo/Chrysalis, Beggars Banquet, Ministry of Sound, Tummy Touch, Warp, Wiiija and Telstar. I worked on almost two hundred campaigns leading international European and projects for superstar artists from Beyoncé to Take That.


My music business training provider 'Positively Music,' led me to lecture all over the UK on digital music business and entrepreneurship in universities and government business agencies. I trained hundreds of start-ups and students. My clients included the University of Chester, the University of Westminster, Manchester College, London Metropolitan University, Croydon Council, Southwark Council, Portobello Business Centre, Leeds College of Music and the University of East London.

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In 2012, I was invited to speak at TEDx for the University of Westminster on fan-centred music business. In 2013, several reports and books, "Your Music, Your Money" and "The Fan Experience," were released.  In 2014, I was invited to speak at "The Big Music Project" (represented by Global Radio and Capital FM) and to comment on the U2 and Apple partnership on SRF News, Swiss Radio and Television. I simultaneously worked as a senior lecturer at the University of East London, supervising students on four different business degrees in music, tourism, events and management.

 

I spent the last few years as a cross-cultural marketing consultant focusing on the EMEA, with notable work completed for agencies working with major Chinese brands such as Huawei and Bosideng.

 

So, how does this help you? Well, amongst many things…

 

I leverage my experience crafting compelling narratives, emotionally connecting with audiences, and shaping brand identities. This skill translates to universal marketing strategies that resonate with customers across diverse industries. The music industry's reputation for rapid change and trends aligns with my ability to adapt to new technologies, evolving consumer behaviours, and industry shifts. I excel at staying ahead of the curve, experimenting with innovative strategies, and adjusting under pressure, fostering business competitiveness and innovation. As a cross-cultural marketing consultant, I possess the expertise to tailor marketing approaches to varied cultural contexts, enriching my business acumen, problem-solving skills, and growth strategies. This global perspective will benefit businesses venturing into international markets or targeting diverse customer segments.

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I am known for being an idea machine and tested critical thinker with tactical vision and attention to detail, for being sharp, forward-thinking and a tip-top communicator.

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