Portfolio

Built from experience. Refined through practice.

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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.

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MY WORK

THE VURGER CO

Co-Founder | 2016–2024

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 Harper Collins published recipe book and a very loyal community.

For nearly nine years, I led brand strategy, marketing, social media, product development, partnerships, and customer experience — building not just a restaurant concept, but a modern consumer brand.

Key impact

• Scaled from startup concept to four UK restaurant locations
• Launched retail grocery products into major outlets globally
• Built a 100,000+ strong social community
• Secured national press coverage and industry awards
• Led community direction across digital, physical, and retail

The Vurger Co shaped my understanding of how brands live beyond aesthetics — in operations, culture, and real-world decisions.

Various types of burgers on metal trays, with fries, nuggets, and ketchup, set against a pink background.
Assorted jars of vegan sauces arranged on a white surface with lemon slices, cherry peppers, garlic cloves, and herbs scattered around.
A cookbook titled 'The Vurger Co. at home' featuring a plant-based burger on the cover, with pink and yellow abstract background and a black circle that says '100% plant based.'

Brand PROJECTS

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.

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.
The storefront of The Vurger Co., a burger restaurant, with large glass windows and yellow barriers with the restaurant's name. The windows have food advertisements and the restaurant's logo.

HOMEWARE & LIFESTYLE

HOSPITALITY, F&B

CPG Brands

Luxury Real Estate

Social content creation for all in house brands

content portfolio
PHONE WITH CONTENT CREATION
PHONE WITH CONTENT OF HOUSES
Collage of various foods including oranges, pasta dishes, pizza, salads, roasted vegetables, and a chef's salad.

HOW I THINK ABOUT BRANDS

I believe strong brands are built at the intersection of strategy and lived experience.

They are shaped by clarity of vision, but sustained by execution.

They grow through creativity, but endure through resilience.

My work combines structured thinking with founder intuition, balancing aesthetics, operations, and growth in equal measure.

Take a closer look

Areas of expertise

  • Brand Building

    Concept development, positioning, narrative clarity, and growth frameworks rooted in real-world application.

  • Marketing & Content

    Campaign ideation, digital storytelling, social media strategy and growth, and cohesive brand expression across touchpoints.

  • Food & Hospitality Growth

    Restaurant operations, retail product launches, customer experience design, and scalable infrastructure.

  • Founder Advisory

    One-to-one strategic guidance, problem-solving, and long-term partnership for founders navigating complexity.

GALLERY

Let’s work together

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

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