Thoughts.
I write to work through ideas that have caught my attention, usually around marketing, business, and people. Some pieces are published here and others elsewhere, but they all begin with curiosity and a question I haven’t quite finished answering.
Published Elsewhere
Articles and essays I’ve written for other publications, usually after someone has handed me a question or idea worth pulling apart.
Publication
PhocusWire
Year
2026
Title
The reach is rented: Why travel brands need to stop building for algorithms
Description
It’s owning the relationship rather than borrowing the attention.
Publication
FE Week
Year
2026
Description
Why colleges are failing the TikTok ‘vibe check’ and need to stop posting like a noticeboard. Whoever is trusted and passes the vibe check in that moment wins the enrolment. Right now, for most colleges, that is not them.
Title
Colleges need students, not comms teams, running their TikTok
Publication
Smart Insights
Year
2025
Title
How Brands can Humanize their TikTok Strategy through UGC
Description
Many brands approach TikTok like another marketing channel and struggle as a result. This article explains why UGC, community, and human connection are essential to making TikTok work properly.
Publication
Management Today
Year
2025
Title
Digital Transformation Fails when Marketing is an Afterthought
Description
Digital transformation projects often fail not because of technology, but because marketing is brought in too late. This piece argues that involving marketing from the start is essential if change is to be understood, felt, and valued by customers.