About me

I’m a candid, hands-on digital product leader with deep experience in the cultural sector.

I understand the unique challenges cultural organisations face, and bring startup expertise to help teams adopt more user-centric, iterative ways of working.

For me, product thinking isn’t just about the technology – it’s about clarity, communication, and creating real impact.

But let me explain how I got here.

I originally trained as a theatre director at the Royal Central School of Speech and Drama in 2008, where I had the chance to work with immersive theatre companies such as Punchdrunk, Blast Theory, and dreamthinkspeak.

Their approach to pushing the boundaries of audience experience inspired me to co-found Parrot in the Tank, my own immersive theatre company. Over the years, we created over 15 shows and events for various stages and my role slowly shifted to a producer.

The sheer economics of producing small-scale shows meant I needed to broaden my skillset. I completed a Master’s in Business at London College of Communication and London Business School. That opened the door to taking my producing and marketing experience beyond theatre.

I briefly ran a small agency helping brands create more experiential ways to pitch their work, which ultimately led me to working with technology startups. I became quite curious about what drove their growth – and why so many of them failed.

And so I dived in, headfirst.

From 2013, I worked in marketing with a few startups in San Francisco, London, and Berlin, but one experience shaped me the most. I joined Knotch – now a content marketing intelligence platform – just as the company was beginning to pivot. Almost overnight, my role shifted from marketing to product management. My new challenge was to help Knotch find product-market fit and take its first product to market.

Suffice to say, I had no idea how to do it.

Startups move fast, and at Knotch, every role was about delivering value to customers and investors, fast. With limited runway, we had to design and build a user-driven, revenue-generating, and technically viable product – sometimes not all at the same time.

It was a real-life crash course in product management, and I loved every minute of it. After launching Knotch at Advertising Week New York in 2015, I knew I wanted to bring this product mindset and momentum back to the cultural sector.

A year later, I joined the Victoria & Albert Museum – the V&A – as their first in-house product manager, working under the great leadership of Kati Price on a major digital transformation programme. Across three years, I played a key role in shaping, building, and launching more than 20 digital products –both user-facing and internal – which has since helped position the V&A as a leader in digital experience in the sector.

Knotch generated over $14 million in sales last year, and the V&A continues to set the benchmark for digital excellence in museums. I’m proud to have contributed to both in small ways, and to have learned from such brilliant teams along the way.

In 2020, after a brief stint as Senior Product Manager at Made by Many, where I worked with more commercial brands, I decided to go freelance to get back to my core focus: helping cultural organisations deliver strategic digital transformation.

Some 15 projects later, I’ve never looked back.

Focus and interests

While I’ve solved product challenges in finance, advertising and fashion, my passion lies in building digital excellence in culture.

Cultural organisations have immense power to build bridges between communities, and that’s the mission I want to be supporting through my work.

I’m especially inspired by the work of the V&A, Battersea Arts Centre, the New York Public Library, and companies like Pixar, LEGO and Airbnb – organisations that combine creativity, clarity of purpose, and audience-centred design.

A few other experiences that have shaped how I work include:

Training and credits

As a speaker, lecturer, and advisor, I help teams build the confidence and capability to think and act like strategic product leaders.

In 2024, I joined the Bloomberg Philanthropies Digital Accelerator Programme as a Digital Advisor, empowering UK-based teams to drive digital change at their cultural organisation.

As a coach, I’ve supported producers, marketers, developers, and fundraisers in becoming more confident product thinkers.

My speaking credits include Creative Mornings London, Global Service Design Conference, MuseumNext, CultureGeek, We Are Museums, Digital Works, JAM Product Conference, and more.

I’ve run workshops and given lectures at institutions such as Central Saint Martins College of Art and Design, Royal Central School of Speech and Drama, Hyper Island, and KaosPilot.

I’m also a Fellow of the Royal Society of the Arts in London.