I’m all about impact.

Every communication sends a signal.

The words we choose – and the way we use them – shape how people feel, think and respond.

But if we want genuine impact, we need more than clarity. We need an understanding of the people we’re trying to reach: what resonates, what turns them off, and what keeps them awake at night.

My approach draws on more than 20 years’ experience across health and social change, combining deep listening, strategy and storytelling to help organisations earn the engagement that makes change possible.

My experience spans innovation, research, behavioural science, quality improvement and coproduction, underpinned by anthropology – balancing evidence and practicality with creativity and empathy to deliver communication that builds trust and shifts mindsets.