Since being a teenager in my room watching JuicyStar07 rise to success with her Mac Cosmetics makeup tutorials, I’ve always been utterly fascinated by the journey from digital audience > online community > customer.

A few years later and armed with a Bachelor's Degree in Media, a distinction-worthy dissertation 💅🏾 on 'Online Fandom and Consumer Culture' and a gut instinct for what makes people click, follow, and buy, I started my career in-house as a freelance marketing executive. As news of my skills spread around our fashion office, colleagues starting approaching me to help with their side hustles and to refer me to friends’ startups…

In 2014, I made the move into freelancing full time and 12 years and 50+ brands later, I've built '2K-followers-per-day' organic growth strategies, mapped out international digital campaigns for household name brands, and helped startups build MVP audiences that have secured angel investment.

The Key Takeaway For 2026:

Standout marketing (the kind that generates repeat custom and not one-hit wonders) cannot just push a great product - that will never be memorable enough to cut through all the digital noise and stay top of mind.

Standout marketing should reshape how your customer sees themselves, by showing them how what you brand represents the life they want to be living.