I lead the brand and content function end-to-end, overseeing social media, PR, and influencer marketing while driving a cohesive content strategy across all touch points. From concept to execution, I manage the full ecosystem, spanning lifestyle and e-commerce shoots, campaigns, and social-first storytelling. I also create and lead the art direction for lifestyle campaigns, crafting distinctive visual narratives that elevate the brand’s identity. My work centres on building culturally relevant, emotionally resonant brand worlds through considered art direction, refined tone of voice, and impactful storytelling.