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With over 20 years of professional experience across agency, consulting, and client-side roles, I specialise in spatial design, branded experiences and strategy for retail and workplace environments.

My work bridges the gap between the spaces we create and the user's experience, focusing on the intersection of digital interaction and physical reality.

Having worked on three continents and lived in two, I am a highly adaptable professional with a deep understanding of the nuances of working across cultures, languages, global markets and brands.

Most recently, I led retail strategy for the adidas global retail account at IMA Home, operating remotely from Amsterdam. In this role, I collaborated with creatives and account executives based in the United Kingdom and Germany, to develop global retail toolkits for adidas Performance and Originals. Strategic key projects included playbooks on adidas' future of Seamless Retail and Membership in Retail.

Notable projects include;

Conceptualising a small business roadshow for Google Australia.

Leading the spatial experience stream for Deloitte Digital's HQ studio in central London.

Designing two award-winning flagship stores in Sydney and Melbourne, along with a scalable retail blueprint for over 400 stores for Telstra, Australia’s largest telecommunications brand.

In 2020, I launched my own brand, mōi, where I combined my creative passions in photography, copywriting, product and brand design.

Today, I continue building brand awareness and engagement with mōi through hosting private dining experiences for one of the northern hemisphere's fastest-growing digital platforms, & the Table.

2024 has seen me focus on completing my Dutch culture and language exams. Successful completion of my inburgering has allowed me to fully integrate in the Netherlands and embrace my (second) home and the people of Amsterdam.

I am a passionate and creatively versatile professional, driven to deliver the highest quality work, inspired by collaborating with people and brands dedicated to making positive changes for the planet and humanity.