About

I’m Creative Director and founder of Backlash, a brand experience agency that specialises in retail and beauty. I lead the creative vision of the business and the work we create for clients.
I have been in the industry for 15 years, starting out as a designer for a shopper marketing agency working for FMCG brands such as Asda and Greggs. I then progressed into a range of art director roles where I discovered experiential and brand experiences. This wasn’t a well-known form of marketing at the time.
I loved experiential and retail so much that I actively looked for roles in that industry. I became Creative Director of an agency, heading up the experiential arm - Coca-Cola became a multi-million pound experiential client with best in class creative that was recognised worldwide.
Being incredibly passionate about the experiential industry, six years ago I set up Backlash with my two business partners and I haven’t looked back!