I lead Brand Strategy for Dwayne Johnson's PAPATUI, working across social commerce, PR (AEO/GEO), and brand partnerships. I own PAPATUI's storytelling, copy, creator ecosystems, and visual identity across organic, paid, and events, giving a crowded celebrity CPG space a voice that's culturally distinctive and built on trust.
Alongside this, I write commerce for Travel + Leisure, and have contributed to the New York Theater Guide via TodayTix.
Before that, I oversaw AI integration and production for The 31 Women Exhibition - Emmy-winning producer Jenna Segal's restaging of Peggy Guggenheim's landmark 1943 show - featured in Vogue, ArtNet & The New York Times.
Born in Wales, raised in New Zealand and trained at NYU's Tisch School of the Arts and London's RADA, I have a global instinct for communication and a knack for turning a "let's see" into a "heck yes!"
Selected work also spans Delola, Village Roadshow Entertainment, and Adidas Run Club.