Shaping brands, teams & ideas
I’ve worked across global networks and independent agencies in London, Toronto, and Melbourne. Here is a taste into the journey of how I became the strategist I am today — honing social expertise, expanding into integrated brand strategy, leading teams, and shaping both work and culture along the way.
Sid Lee
Key Clients: Heineken, Sol, Dove, H&R Block, Cheekbone Beauty, Maple Leaf Foods
Where social craft met big-brand strategy.
At Sid Lee, I made the jump from independent agencies and startups into a global creative network — bringing hands-on social and content expertise into a world of large-scale brand thinking. It was here that I began deliberately building my brand strategy skills alongside my social specialism, shaping the integrated approach that now defines my work.
I led and grew major pieces of business, including turning Maple Leaf Foods’ social and content work from a small pilot into one of the largest content accounts. Alongside this, I helped develop a scalable content strategy framework used across Sid Lee’s global network and worked with the North American Heads of Content to build a shared training program that raised the bar across offices.
My work on H&R Block Canada and Cheekbone Beauty was recognised by the industry (shortlisted at the Cannes Lions and winning the inaugural ICA Inclusion, Diversity and Equity in Advertising Competition), but the achievement I’m proudest of was being voted Employee of the Year by my peers — twice — reflecting not just the work I did, but how I showed up for the people around me. I also led DEI initiatives across the network, embedding more inclusive thinking into both culture and creative output.
VCCP
Key Clients: Co-op, LinkedIn, Müller, White Claw
Where brand and social became truly integrated.
VCCP was where my integrated brand and social thinking was sharpened inside a world-class creative environment.
I led social strategy for Müller, including the Rice Rice Baby collaboration with Declan Rice, creating playful, fame-driving work that significantly shifted how the brand showed up in culture. For LinkedIn, I helped shape an insight-led platform that became runner-up in the Channel 4 Diversity in Advertising Awards, in partnership with Purple Goat Agency. I also played a key role in winning the Co-op social and content pitch, developing an integrated approach that brought multiple disciplines together around one clear strategic story.
Alongside consumer brands, I built deep B2B strategy experience across Sage and Quilter, learning how to bring the same clarity, creativity, and rigour to more complex commercial challenges. As a member of VCCP’s fAIth AI business, I also explored how emerging technology can be applied to real human and brand problems — keeping my thinking future-facing as well as culturally grounded.
Not Actual Size
Key Clients: Dove, Rexona, Ben & Jerry’s
At Not Actual Size, I stepped into full strategic leadership — owning integrated brand and social strategy for Dove, Rexona, and Ben & Jerry’s while also shaping the way strategy worked across the agency.
On Dove, I led the always-on social strategy and team, and developed the social platform for the brand’s 2026 Masterbrand sports platform — translating above-the-line work into a social-first, culturally confident system that could live and flex across channels. I also helped expand Ben & Jerry’s remit, turning a pilot into a new business opportunity.
Alongside client work, I focused heavily on building the conditions for better thinking: reinstating the School of Strategy, introducing new brief and project templates, resetting paid and organic workflows, and shifting the agency away from siloed working towards more connected, collaborative ways of operating. The result was not just better work — but a stronger, clearer, more confident strategy culture.
Academic & Strategic Credentials
Alongside more than a decade of agency experience, I bring a strong academic and professional foundation to how I think about brand, social, and culture.
I hold a Bachelor (Hons) and Master’s Degree in Communication, where my thesis explored how platforms like Facebook shape and reinforce gender norms — so you could say I’ve been studying the cultural power of social media since long before it became a marketing channel. I’ve since deepened that perspective with a Creative Strategy Certificate from Meta, Data Works Certificate with Dr Grace Kite’s Magic Numbers, and the IPA’s Advanced Certificate in Effectiveness, giving me a rare blend of cultural fluency, platform expertise, and commercial rigour.