Brand collaborations · retail activations · experiential pop-ups
Building and executing retail experiences through immersive in-store activations, strategic brand collaborations and experiential pop-ups that connect with audiences, inspire engagement and drive commercial growth.
Creating Cultural Moments
Driving Commercial Growth
Strategic brand and retail consultant with 13+ years of experience helping global entertainment, lifestyle and fashion brands create retail experiences that build culture, strengthen consumer connection and drive commercial growth.
I've delivered brand partnerships with leading luxury, streetwear and lifestyle brands including Represent, Palm Angels, Barbour, C.P. Company, Lulu Guinness, Bang & Olufsen and YETI.
My work spans flagship activations and destination retail with partners including Selfridges, Harvey Nichols and Goodhood, alongside fan-first retail experiences for some of the world's biggest names in music and entertainment. From pop-up shops for Ed Sheeran, Ariana Grande, The 1975 and Kanye West, to shaping the in-store world of Harry Potter across Primark and developing the retail fan stores for Oasis Live '25.
Today, I work with brands to define retail and licensing strategies that amplify brand presence, create meaningful consumer engagement and unlock new opportunities for growth.
Whether it's a new retail concept, an experiential activation, a brand collaboration or a fan engagement strategy, every project starts with one goal: creating experiences people want to be part of.
If you're looking to create a meaningful cultural moment at retail with real commercial impact — I'd love to chat.