About
My work has taken me across multi-brand groups, founder-led ventures and early-stage concepts, where I’ve learned that strong brands aren’t built through noise but through coherence. I’m drawn to businesses that care about how they’re perceived and how they operate, and I’m particularly interested in the relationship between identity, experience and commercial clarity.
While much of my professional experience sits within hospitality and experience-led environments, my interests extend more broadly across lifestyle, travel, design and culture. I’m fascinated by people, how they move, what they value, what they respond to, and by the mechanics behind how brands define, reach and grow their audiences. Understanding target markets, refining positioning and shaping communication in a way that feels both intentional and commercially viable is where I do my best work.
My background combines finance and fashion, which has shaped the way I think. I’m comfortable operating in fast-paced environments where decisions need to be made quickly, but I approach brand-building with structure and discipline. I blend analytical thinking with creative direction, ensuring that visual identity, narrative and marketing strategy sit on solid commercial foundations rather than aesthetic instinct alone.
Outside of work, I’m naturally drawn to spaces that bring together experience, wellness, community and design, places where identity is felt rather than simply marketed. I approach brand-building in the same way: thoughtfully, strategically and with long-term intent.
Experience section
Brand Manager
The Fendale Group
2025 - 2026
Lead brand strategy and positioning across a multi-brand hospitality portfolio, developing commercial narratives, identity systems and brand infrastructure that supports growth. Work directly with founders, directors and sales to align creative direction with measurable commercial outcomes.
Key contributions: full repositioning of Archie's, delivering a 368% increase in social-to-enquiry engagement; supported three commercial tender wins across 2025–26 for Battersea Arts Centre, St Giles and Royal Hospital Chelsea; developed and launched Pillars from concept to market, achieving ~85% average sell-out rate across six events at London venues.
Commercial Catering Manager
Spoilt For Choice
2025
Brought in during a post-rebrand growth phase to align operations, brand delivery and commercial performance. Introduced a digital ordering platform, managed 52 events in a single week, and delivered record-breaking monthly revenue performance. Managed brand social media presence, strengthening tone of voice and visual consistency across channels.
Client Experience Executive
Completedworks
2022 - 2025
Delivered elevated client experience within a luxury jewellery environment across three years, bridging brand storytelling, sales performance and operational delivery. Led high-value private showroom appointments, supported four London Fashion Week presentations, managed CRM systems and contributed to global e-commerce revenue.
Brand Strategy Intern
Emma Jing
2024
Independently led the strategic repositioning and full UK market-entry strategy for an international fashion label, developed from dissertation research at Condé Nast College. Defined positioning, tone of voice, visual identity and pricing perception strategy for the UK market. Produced and directed two photoshoots, created a video campaign and built a comprehensive marketing strategy. Post-repositioning perception testing showed a 298% improvement in brand value perception.
PR Intern
KCD London
2023
Supported international fashion and luxury accounts including Chloé, Maison Margiela, Burberry, Diesel and Veronica Beard. Assisted with press logistics, sample coordination, media monitoring and influencer outreach across global markets. Practical exposure to luxury communications strategy, London Fashion Week and the operational mechanics of brand visibility at scale.
Education section
BA (Hons) Fashion Communication & Industry Practice First-Class Honours
Condé Nast College of Fashion & Design · 2022 – 2024
Specialised in brand strategy, commercial positioning and marketing communications within fashion and lifestyle. Strong focus on trend forecasting and consumer insight as tools for long-term brand relevance. Final major project: full rebrand and UK market-entry strategy for an emerging fashion label, integrating research, cultural context and identity systems into a commercially viable framework. The work delivered a 298% improvement in brand value perception, measured through structured perception testing.
Vogue Essentials
The New School NYC
2020 - 2021
Introduction to Photography
Orms Cape Town
2021
Bachelor of Business Science (Finance)
University of Cape Town
University of Cape Town · 2020 – 2022
Core studies in finance, economics and business management, developing analytical and quantitative foundations. This commercial grounding continues to inform a structured, results-driven approach to brand and marketing strategy.