I led Universal Music Group's in-house agency, working across artist brand strategy, fandom & audience insight and cultural marketing for the world's biggest music company.

A lot of it was doing things that hadn't been done before. I pioneered Gen Alpha research and produced a documentary that directly shaped artist propositions, brand partnerships, merch and physical innovation across the group. I also led the strategy on a successful L'Oréal cross-brand pitch — helping position Universal not as a talent supplier but as a cultural marketing partner, with proprietary fan and cultural IP at the centre of the offer.

The most defining project was developing and launching December 10. Simon Cowell came to us with a boyband. We came back with a proposition: December 10 would be the antidote to the manosphere. I led the strategy from the ground up: moderating target fan & boyhood groups, shaping a social strategy around each member's personal niches and communities, bringing a vision board into the writer's room, and directly inspiring the band's casual brotherhood aesthetic. The work shaped a cultural ecosystem around their Top 10 Netflix documentary series (Simon Cowell: The Next Act, with a second series in development), brand partnerships including Toyota and Spudbros that grounded the band in real life rather than manufactured pop, and built a fandom that helped sell out their first UK tour in a single day.

Across the labels, I contributed strategy spanning crisis and reputation work with Stormzy, reimagining catalogue artists like Take That for today's culture, and culturally positioning breakers including FLO, Rose Gray and Sekou.