Selected Work
Here you'll find a curated mix of some of my work in the industry.
B2B CONTENT PRODUCTION
Led multi-format content production for brands including Google, HP, Hennessy, Grant Thornton and Primark during my time agency-side. Focused on delivering work that not only met creative standards, but also aligned with business objectives and performed across different markets and channels.
INDUSTRY PLATFORM BUILDING
The Challenge: An early-stage marketing initiative with strong intent but limited visibility, fragmented engagement, and no defined position within the wider trade finance ecosystem.
The Result: Built and led the marketing and communications strategy that transformed the TFD Initiative into a globally recognised industry consortium—growing membership from 40 to 140+ institutions across banks, asset managers and fintechs. Established a consistent thought leadership platform through multi-format content, executive engagement and global events, earning recognition in Forbes and strengthening its position as a credible bridge between traditional finance and emerging digital models. The platform’s growth and influence ultimately contributed to its successful acquisition by Global Trade Review (GTR).
MULTIMEDIA HOSTING
Scripted, produced and hosted a podcast series of 50+ episodes featuring senior leaders across digital assets and trade finance, including Professor Sarah Green at D2 Legal Tech. The series gave guests a platform to share insight while helping position the TFD Initiative as a credible and consistent voice in the space.
The Result: Created a consistent platform for senior industry voices, supporting thought leadership positioning and ongoing audience engagement.
EVENT PLANNING & EXECUTION
Led the planning and delivery of large-scale industry events, including the TFD Initiative Investor Day. Covered everything from agenda and speaker curation to partnerships, production, communications and delivery—creating events that bring the right people together and support ongoing commercial conversations.
The Result: Brought together senior stakeholders across the ecosystem, strengthening relationships, increasing visibility, and supporting new and ongoing commercial dialogue.
ONSTAGE PRESENTATION
Alongside leading marketing, I regularly host and moderate panels and fireside chats across industry events. These sessions bring together senior stakeholders to discuss topics like tokenisation and capital strategy, while also strengthening relationships and visibility for the business.
The Result: Positioned the brand at the centre of key industry conversations while building direct relationships with senior decision-makers.
PRODUCT CAMPAIGNS
Led the development of product campaigns to make Tradeteq’s marketplace easier to understand for institutional investors. Focused on simplifying how the platform works, who it’s for and why it matters—helping support sales conversations and reduce time spent explaining the basics.
The Result: Reduced the need for repeated product explanation in early-stage conversations by giving prospects a clear, accessible view of how the platform works and who it serves.
PRODUCT CAMPAIGNS
The Result: A unified brand campaign and messaging series that secured thought leadership status and directly supported company acquisition success.
Developed a four-part value proposition campaign to clearly articulate where Tradeteq fits in the market and the problem it solves. Working closely with the CEO and clients, I translated technical capability into a more practical, evidence-backed story that supported business development and client confidence.
BRAND AND POSITIONING
THOUGHT LEADERSHIP
Built and led the TFD Initiative’s thought leadership platform to give senior industry voices a place to share practical insight on trade finance and private credit. Formats like the Open Access Interview Series helped grow engagement and visibility, with standout content supporting wider community growth.
The Result: Drove consistent engagement with senior audiences, with flagship content exceeding 12k views and helping establish the platform as a credible industry voice.