I co-founded Backslash, an award-winning global content & cultural strategy studio for TBWAWorldwide, where I worked for 5 years in global leadership.

Backslash publishes daily content strategically reporting on culture & consumers for brands and advises the Fortune 500 on cultural marketing.I built and managed a multidisciplinary team of 300+ employees across 50 markets, hundreds of different brands and separate P&L’s. Which has made me exceptional at stakeholder management, diverse team-building and bringing global matrix organisations together.

Backslash became the strategic fuel for creative excellence across the network and our competitive advantage in new business, contributing to multi-millions in growth. Our work was showcased at the Sundance Film Festival and SXSW.

I regularly authored global data and qual research studies on activism to wellness, and our well-publicised annual trends report.