The brief gets sharper.
I can see the business challenge and the creative opportunity together. The right question gives the team somewhere better to start.
My experience
Creative Director · Marketing Director · Brand builder
Both sides.
Of the table.
A creative eye.
A commercial mind.
I’ve shaped the pitch and held the budget. Led the agency team and sat in the client’s chair. That changes the questions I ask, the decisions I make and how far I can take a brand.
For 15+ years, I’ve connected creative direction with marketing leadership across the Caribbean, EMEA and LATAM. Finding the possibility. Building the case. Making the work happen.
Experience in numbers
- 15+ years
- Connecting creative direction with marketing leadership.
- 30+ people
- Teams led across creative, brand, communications and marketing.
- 170 countries
- Distribution footprint of the Angostura portfolio I led marketing for.
- 90+ ADDY Awards
- Including a Charlie Award for Best Radio.
The advantage of both
What changes
when you know
both sides?
The decisions get clearer.
I know when an idea is right, how to make the case for it and where the budget can work harder. Creative conviction with commercial responsibility.
The team goes further.
Stronger relationships between agencies, in-house teams and leadership. A shared direction, room to do good work and the judgement to keep it moving.
A few places that thinking has taken me
Different challenges.
Real movement.
White Oak
From overlooked
to first choice.
Helping take Angostura’s lowest-selling rum to its highest-selling product through a sustained connection with culture.
Explore the transformationTrinitario
From Tobago
to Harrods.
A rebrand and UK market development connecting a small cocoa company with Beaverbrook, Harrods and a wider world.
Explore the journeyBCRC-Caribbean / UNEP
A global issue.
A local priority.
A national communications strategy for Trinidad and Tobago, making plastic pollution relevant to everyday choices.
Explore the strategyThe career, in chapters
A wider view.
Built over time.
2024–Present
Regional CaribbeanCaribbean Ideas Synapse
Strategic Consultant & Creative Director
Connecting business objectives with brand, marketing and communications strategy for Republic Bank, TSTT and other regional accounts. From positioning and campaigns to customer experience.
2023–2024
Global portfolioAngostura Holdings
Executive Manager, Marketing & PR
Global marketing, corporate communications and innovation for a portfolio distributed across 170 countries. A 30-person team, responsibility for the budget and direct accountability to executive leadership.
2022–2023
Caribbean · North AmericaRed Advertising / Studio Five
Creative Director
Leading regional creative teams and integrated campaigns across consumer, travel, finance and telecom brands. At Studio Five, directing the American Apparel and Comfort Colors relaunches for Gildan.
2010–2021
Trinidad & Tobago · CARICOMLonsdale Saatchi & Saatchi
Creative Director · Brand Experience Director
An 11-year progression through brand experience, new business and creative leadership. Building a 25-person team, helping transform White Oak and leading the creative work for Caribbean Airlines.
Independent consulting
UK · Caribbean · InternationalNew contexts. The same instinct.
Brand, marketing & communications consultancy
Rebranding Trinitario and developing its UK market presence. National plastic-pollution communications with BCRC-Caribbean and UNEP. Renewable-energy awareness with UNDP and EU-GCCA+, in collaboration with Red Hat Productions.
Before the brands
It started
with space.
Architecture taught me to think about the whole experience.
A master’s in Narrative Environments at Central Saint Martins brought space, story and brand together. I still look at brands as something people experience: from the first impression to the moment they choose.
- MA Narrative Environments
- Central Saint Martins, University of the Arts London
- BA Architecture
- University of Liverpool
- Creative Leadership Programme
- Berlin School of Creative Leadership
I also mentor emerging talent through Girls of Impact’s Accelerate Her programme.
The next chapter
Where could we
take things next?
Inside the business.
Senior marketing leadership where brand, creative and commercial strategy need to work as one.
Discuss a leadership roleAlongside the team.
Strategic communications and brand consultancy: a clear direction, a stronger story and a plan to bring it to life.
Discuss a consultancyUK born. Dual national. Based in Trinidad & Tobago.
Available for roles and retainers across the Caribbean, UK and internationally.