I'm currently Creative Strategy Manager at Healf — the UK's fastest-growing wellness brand, named #1 on the FT1000 Europe 2026.

At Healf I lead Meta paid creative end-to-end: strategy, ideation, briefing, all the way to landing pages and offers.

Over the last two quarters I've scaled the creative team from just myself to 4 core people plus external creators and agencies, taken our weekly output from ~15 to 65+ creatives, and driven a 2× lift in marginal iROAS over Q1.

Although I greatly enjoy creative strategy, I think the best creative strategists will need to rapidly evolve over the next few years.

I consider myself more of a full-stack growth operator — from ideation to engineering.

At Healf I built a paid-social AI agent on Claude Managed Agents to automate brief and approval workflows.

I've set up our server-side tracking infrastructure (Meta CAPI, GTM, custom conversions for experimental funnels, Healf Experience ticket sales).

I'm also deeply interested in marketing science and have been closely involved in CLS testing and attribution work.

My background is varied and a little unusual.

Ages 7–21 the plan was a profession that lets me sit around and think about stuff all day, so I read philosophy and maths at UCL.

I quickly learned that philosophers are insufferable, so I did a creative internship at McCann instead — and learned I really enjoy advertising.

Then I became deeply convinced AI is scary, and that it's probably not a great idea to build incredibly advanced autonomous systems when we have no idea how they truly work on the inside.

That led to a research project, which culminated in a talk.

I eventually found out many smart, talented people are working on making AI less scary, and decided to go back to pursuing creative work.

I joined Healf on the brand team, quickly transitioned to creative strategy — and the rest is history (for now).