I’ve never stayed
in one lane

I’ve never stayed in one lane. From PR and events to design, websites, advertising, brand systems, then AI. Each one fed the next. The work always demanded more and I always said yes.

AI gives me freedom. To create, to change, to build, to multitask, to do things that felt outside my abilities but taught me a lot along the way. It’s my as-the-crow-flies thinking made real: we are here, we need to get there, make it do this. Collaborative without a lot of the human elements that slow things down. It thinks as fast as I do. It’s the sci-fi books of my childhood come to life, and the job description I always wanted but could never name because it didn’t exist yet.

Self-taught. BA from LISOF, ten distinctions. Eighteen months at Wunderman Thompson across Coca-Cola’s full portfolio: Fanta, Sprite, Powerade, the whole thing. Four industry awards out of that, including two Golds. PPS has been my longest client relationship: eight-plus years designing directly for their CEO and COO. Board decks, results presentations, conference keynotes. The slides that go up when the stakes are highest.

I reach for AI tools before I reach for manual solutions. Not because it’s trendy, but because I’ve been building with them long enough that it’s just how I think. I run n8n, Make, and Zapier workflows. I build internal tooling in Cursor and Claude Code. I actively watch what’s shipping at the frontier because I find it legitimately interesting, not because a job description asked me to.

The work that interests me most right now is at the AI operations layer: the systems, workflows, and infrastructure that let organisations actually use AI rather than just talk about it. Building that layer requires someone who understands both the product and the brand, the pipeline and the person using it.

The “anyone can build with AI now” moment happened in 2025. I was already a year in, with the experimentation to prove it. GPT, Marblism, V0, Loveable, Replit, Bolt, Windsurf, Cursor, Claude Code. I tried them all. Every one of them taught me something. Still building, still curious and nowhere near done.