I notice the headline, the hook, the thing that makes you stop scrolling.

I've always been someone who notices the headline, the hook, the thing that makes you stop scrolling. That turned into a career building content strategies for fashion, beauty, and FMCG brands. Places where you've got seconds to make someone care.

I'm big on using AI, not to replace creativity, but to free up space for more of it. I track what works because throwing stuff at the wall and hoping is a waste of everyone's time. This portfolio is a mix of ideas I'm proud of, experiments that paid off, and proof that good content doesn't have to choose between being creative and being smart.