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

Black and white photo of a young woman with long, wavy hair smiling at the camera.

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

In 2016, I co-founded one of the UK's most recognised plant-based restaurant brands. What began as a market stall grew into a multi-site hospitality business with retail distribution, global press recognition, a HarperCollins published recipe book, and a loyal community.

For nearly nine years, I led brand strategy, marketing, social media, product development, partnerships, and customer experience. The result was a modern consumer brand built alongside the restaurant concept.

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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. It reflects my ability to take an idea and shape it into a commercially viable brand with a clear point of view, strong aesthetic direction, and cultural relevance.

Luxurious backyard with a rectangular swimming pool, beige outdoor sofa, and wooden lounge chairs, surrounded by greenery and hillside homes in the background on a sunny day.

A rustic wooden table with a beige speckled bowl, a small yellow apple, a dish with a group of yellow hierba buena, and a glass bottle with leafy branches, all illuminated by sunlight and casting shadows.

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.

Focused on identifying defensible positioning, clarifying the customer value proposition, and developing a content strategy that could build audience and community before product launch.

Brand & Content strategy

CPG Brands

A variety of dishes on a table, including chopped salad, pasta with cherry tomatoes, slices of lime and lemons, pizza slices with vegetables, grilled chicken with lemon wedges, cherry tomatoes, chips with salsa, and dips, all on ceramic plates and bowls on a beige tablecloth.

HOMEWARE & LIFESTYLE

HOSPITALITY, F&B

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

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.

Take a closer look

Let’s work together

If you’re a founder looking for strategic clarity grounded in real experience, I’d love to connect.

Let’s Build