• Where I live in Catalonia, we are seeing worsening drought, forest fires and ecosystem damage first hand. Around the world flooding, fires and other freak weather happenings are becoming the norm. Whilst I have long had an interest in conservation and sustainability, and it has driven many of my lifestyle choices for many years (perfectly imperfectly!) it became very clear to me that I wanted to do more in this space.

    My interest to learn more led me to spend a year studying for a Certificate in Permaculture Design, whilst on pause from paid work after the birth of my little boy Elio.

    This period of deep learning about the web of life- from learning about mycelium networks, the incredible life of soil (seriously, mind blowing, I can’t believe I used to think soil was boring), water networks, food growth, sustainable building, ecoystems and so much more - was life changing. I studied alongside architects, lawyers, ecotourism owners, farmers, students, medical professionals - people of all ages from around the world and all walks of life. It was so inspiring to me to meet and work with this group of optimists, who care enough to look environmental challenges squarely in the face and learn about solutions that can be applied across every single sector.

    Because they do apply universally - and my biggest takeaway was - the solutions exist and are simple.

    This spurred me to start the Green CMO and work with founders, using my professional skillset to take solutions to scale.

  • I spent the first ten years of my career at BMW Group (home to BMW, MINI and Rolls Royce) where I learned what true excellence in branding looks like.


    Over nearly ten years and multiple roles, I led a variety of impactful projects, and partnering with some of the best creative, media and digital agencies in the world. The variety and accountability was foundational for me, shaping me as a generalist, able to stretch across advertising, sponsorship, events, community, CRM, retailer, advertising and web, in order to deliver results against an objective.

    Key deliveries -
    - Launched MINI’s customer communications and loyalty program from scratch to deliver significant value for the franchise
    - Contributed to BMW brand extension with the launch of BMW 1 Series
    - Led on MINI’s activation of the London 2012 Olympics sponsorship
    - Award winning national marketing campaigns for the BMW and MINI brands Clubman and Countryman launches
    - Management of MINI Electric customer field trial

    The professionalism, quality of work and ability to develop and deliver against a strategy to achieve demanding objectives are invaluable to me when working with start-ups.

  • I began contracting as a marketing lead with tech companies in 2013, and over the following years have developed a deep understanding of how technology companies operate and connect with their audience..

    My most impactful experience was 7 years at ClearScore from 2015 to 2022 where I learned how to scale an outstanding start-up technology company. Joining the company pre-launch, I was responsible for the our go-to-market approach and led our Marketing from 0-10 million registered users with a login rate of twice per month. I was required to continually stretch as a CMO, reporting regularly to our Board and scaling a marketing team from 1 to 30, as well as leading cross functional teams of talented designers, developers and product managers. It was a time of immense growth and exhilaration as we were recognised for innovation, excellent place to work and consumer impact as well as building a valuable business, culture and brand.

    Key deliveries-
    -brand at 50% awareness in UK in first 4 years
    - Scaled userbase from 0-10 million
    - Built an engagement program that gave enough value for users to result in 2 logins per month and purchases through the app
    - Contributed to multiple successful investor funding rounds
    - Built an employer proposition that attracts top talent

    This experience enabled me to apply a test and learn approach to growing a consumer base from zero, an incredibly unique experience. I know how to make the right strategic decisions to set the foundations for growth - from partners, to brand, to team, to operations. I have learned through successes and mistakes what it takes to build a popular household brand from scratch in the UK market (and now in South Africa, Australia and Canada).

  • In 2017-2018 I spent a year completing a professional study program at the prestigious business school IESE, in Barcelona.
    The Professional Leadership Development course involved studying myriad businesses and initiatives in-depth, studying, evaluating and debating at all aspects of the business (finance, operations, ethics, sales, marketing, legal and more).

    This study deepened my breadth as a business leader and afforded me the opportunity to think deeply about the role of industry, funding and so many other critical aspects of running a successful business.

  • In order to drive impact and value over time, in my experience long term engagements are most effective. This could look like 2/3 days per week on each business, which enables me to work in a focussed way, alongside my advisory work and family.

    I am based in Barcelona, Spain and therefore for clients in the UK I work mainly remotely. I’m a big believer in face-to-face to build trust and make strategic leaps, and advocate for less frequent, but more deep in-person work, for which I travel.