I've spent more than twenty-five years making creative and commercial decisions where the stakes were high.

I built my career inside the music, entertainment and culture industries. From living in Reykjavik and working within its music scene as a 19 year old university drop-out, to co-founding a live touring company, and managing artists including Frightened Rabbit and We Are Scientists, to creative directing Lana Del Rey's world tour content, and ultimately serving as Chief Creative Officer at Red Bull Records.

The thread running through all of it has been the same: helping people build a world around them that resonates. Building connection with real audiences. Turning attention into engagement, and engagement into loyalty through positioning, storytelling and commercial thinking.

Along the way, I've worked on partnerships and campaigns with companies including Apple, Amazon and Red Bull, and been fortunate to have that work recognised with a Cannes Lion, two Clio Music Awards and a Webby Award for creative marketing.

But after spending so many years helping build other people's careers, brands and businesses, I found myself asking what I want the next chapter of my own working life to look like? After the death of my father in 2023, I’ve been reminded daily that life is too short to stay in a corner office if it doesn’t make you happy.

After leaving the C-Suite in 2025, I began intentionally designing a portfolio business around my own expertise, interests and ambitions.

Today, that work takes different forms.

Through Feral C-Suite, I work with founders, fractional consultants, and creative business owners looking to package, position and commercialise their expertise.

Through Wild Duchess, I'm building a women's lifestyle brand rooted in the outdoors, experiences and place.

Moors & Mountains has become my home for longer-form writing, while Watermill Cottage is a nineteenth-century watermill in Somerset that reminds me why I wanted to build this life differently in the first place.

They may look like separate projects, but to me they're all expressions of the same philosophy: creating greater ownership over how we work, what we build, intellectual property, and the lives those businesses make possible.

I'm based between Los Angeles, Somerset and increasingly the American West. You'll usually find me somewhere between a laptop and a mountain, with my horses, my Shiba Inu, or planning the next chapter of whatever I'm building.

I still love solving complex business problems. I still love seeing the commercial opportunity that someone else can't quite see yet. I still love getting folks motivated to bet on themselves.

But more than anything, I'm interested in helping people build working lives that are every bit as intentional as the businesses they're creating.

Thanks for being here.