About

I believe in the expression "it lit me up on the inside." I am a museum of all the places, people and things I have loved, and I carry my ghosts tenderly.

It probably explains why I have ended up in this line of work.

I am deeply interested in why people care about things: why one story stays with you while another evaporates, why some ideas travel, and others don't, why a brand can feel like a friend, and why the right experience can help a stranger gain a sense of belonging.

My work sits somewhere within these questions. It's why I write, build content systems, shape brands and produce meaningful experiences. Throughout my career, I have realised that I am very interested in doing work that answers the question: How do we make people care?

It's what keeps me going.

Outside the work

I love good books, movies and music. I have an unhealthy penchant for indie rock bands like La Vida Bohème and The Strokes. I care deeply about media and the arts, young people and our collective wellbeing (in a world constantly trying to waterboard us), and really good conversations. I speak English and Spanish fluently and am currently learning French. In my spare time, I like visiting restaurants and looking up flights to faraway places.