Before moving into education, I worked in marketing communication practice, where I was involved in developing brand and campaign work for different types of clients and different industries.
Now I work as a lecturer, where I help students translate (sometimes complex or vague) real-world briefs into structured thinking and meaningful concepts. In that process, I’m less interested in arriving at the “right” answer and more in how the reasoning is built: what is chosen ánd what a team is willing to leave out to stay focused.
My interest lies in branding and marketing communication, and in how organisations use it to shape thinking and behaviour in a way that actually lands in the real world. I pay attention to whether communication helps people understand something more clearly, or shifts how they respond to it in practice — not just how it is expressed, but what it does.
As a juror for The Effies in its 30th year, I will be looking at work — whether for brands, organisations, or causes —where effectiveness is tested across different contexts and levels of impact. What I look for is whether communication holds up in the real world — across time, context, and behaviour — and actually changes something in how people understand and act. Very much looking forward to it!
