Built from experience. Refined
through practice.
A decade of building brands from the ground up. The work below is what shapes how I now support other founders.
My journey to here
I’ve spent the last decade building brands from the ground up, navigating growth, expansion, setbacks, and reinvention in real time.
Today, that experience informs how I think about brand strategy, creative growth, and founder leadership.
This is a snapshot of the brands I’ve built and the strategic work that shapes how I now support others.
Featured work
The Vurger cO
Co-Founder 2016 to 2024 | Hospitality, Retail, Investment, Operator
I co-founded The Vurger Co in 2016 from a single market stall and built it into one of the UK's most recognised plant-based brands, spanning multiple restaurant sites, retail distribution through Ocado and Waitrose, a HarperCollins cookbook that reached number one in food and cooking on Amazon, and a seven-figure investment round.
Across nearly nine years I led every dimension of brand strategy, marketing, content, and creative direction in-house, building a community of over 100,000 organically and generating 10M+ views organically.
The Vurger Co was covered by 500+ press outlets and won 50+ industry awards. I know what it takes to build a food brand that investors believe in, press want to cover, and how to build a community that customers trust and believe in.
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The Vurger Co shaped my understanding of how brands live beyond aesthetics, in operations, culture, and real-world decisions.
Brand projects
Selected work, across categories.
Through Silverwood Rose, I advise brand founders through complex growth, change, and reset moments. From brand clarity to operational structure, bringing strategic focus where it’s most needed.
Irisadre is a design-led ceramics brand. Building a commercially viable brand with a clear point of view, strong aesthetic direction, and cultural relevance. All content and photography produced in house.
HOMEWARE & LIFESTYLE
Founder Advisory
Luxury Real Estate Content
Food Tech social media
Led brand positioning and content strategy for a high-end real estate brand based in Los Angeles. Developed social strategy and brand narrative, leading to building the entire digital presence.
Full marketing and content strategy covering social media, press and media outreach. All creative direction, photography, copy, and content creation is produced in-house.
Brand community
Built engaged audiences without paid growth.
Across The Vurger Co, Silverwood Rose, Irisadre, and client brands, I lead content strategy, creative direction, photography, and post-production end to end.
10m+ organic views
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50m+ influencer reach
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100k community
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10m+ organic views 〰️ 50m+ influencer reach 〰️ 100k community 〰️
Area of expertise
How I actually help
01
Brand Building
Concept development, positioning, narrative clarity, and growth frameworks rooted in real-world application.
02
Marketing and Content creation
Campaign ideation, digital storytelling, social media strategy and growth, and cohesive brand expression across touchpoints.
03
Food and Hospitality Growth
Restaurant operations, retail product launches, customer experience design, menu design, and scalable infrastructure.
04
Founder Advisory
One-to-one strategic guidance, problem-solving, and long-term partnership for founders navigating complexity.
Let’s work together
If you’re a founder looking for strategic clarity grounded in real experience, I’d love to connect.