I've been building content strategies for brands where the subject matter is technical and the trust bar is high. Most recently at PetLab Co., where I led organic social for one of the fastest-growing D2C pet health brands.

The work I keep coming back to is translation, taking something a company thinks is too dry or too complex for social and proving it's exactly what the audience wants.

I think in strategy, formats, and systems. I brief creative teams, work cross-functionally with product and brand, and care more about why something worked than whether it hit a vanity metric. The best content comes from understanding people. The platforms are just where it lands.

Previously I've worked agency-side at Social Chameleon across global accounts in manufacturing, motorsport, and consumer brands, and at Medico Digital translating clinical and medical content for social in healthcare. Before any of that, I was running social and events for music venues in Wales where the instinct for reading audiences and building communities started.