about the founder
I founded KULT Collective to help brands grow differently — through culture, community, and experiences that people genuinely connect with. After more than a decade working across fast-growth ecommerce, luxury lifestyle, and performance-led outdoor brands, I’ve learned that meaningful brand growth doesn’t come from noise. It comes from clarity, creativity, and connection.
My career began in the Lake District during the height of the fast fashion boom, where I managed digital marketing and online growth for brands including SikSilk, 11 Degrees, and Urban Celebrity. Working within one of the most competitive ecommerce environments at the time taught me how to scale brands quickly through digital strategy, social media marketing, and performance-driven campaigns. It was an intense introduction to online brand building — understanding audiences, spotting cultural shifts, and turning momentum into measurable growth.
After relocating to Poole, I moved into the luxury and lifestyle sector, joining an investment group managing digital advertising and growth strategy across a portfolio of premium brands. I worked closely with businesses including Bremont Watches, Press Health Foods, Connock London, The Bike Shed London, and Thrudark, delivering digital marketing strategy across paid media, ecommerce growth, and brand positioning.
Working across multiple industries refined my approach: balancing commercial performance with long-term brand equity. Luxury brands require precision and storytelling just as much as data — something that continues to shape how I approach marketing today.
As Thrudark experienced rapid growth, I moved into the brand’s in-house team as Brand Manager, leading digital growth strategy across all channels while helping shape the customer experience beyond the screen. My role combined performance marketing with experiential brand building, delivering collection launches at Red Bull HQ, the Peter Harrison Planetarium, and Selfridges, alongside grassroots activations at key outdoor events including Keswick Mountain Festival and Kendal Mountain Festival.
From large-scale launches to intimate community experiences, the focus was always the same — creating moments that build loyalty, not just awareness.
Today, through KULT Collective, I work with ambitious brands across outdoor, lifestyle, and performance sectors to build communities, deliver standout campaigns, and create sustainable digital growth. We combine strategy, storytelling, and experiential marketing to help brands move beyond traditional advertising and become part of culture.
