Apple

At Apple, I worked across narrative development, Keynote storytelling and multidisciplinary creative projects spanning product, editorial and developer growth. I led key workstreams and designed presentations end to end, translating complex product capabilities, emerging ideas and cultural moments into clear, visually compelling narratives for internal teams and European developers. I led App Store storytelling for Apple Watch across Europe and co-led App Store storytelling for iPhone in the UK, shaping launch narratives, discovery experiences, UX writing, app curation, visual direction and art production. Alongside user-facing work, I worked within App Store Business and partnered with Developer Relations to support European Developer events and workshops through presentations and practical guidance that distilled Apple technologies across app optimisation, acquisition, engagement, retention and subscription growth. I also independently developed a future-facing wearable health concept spanning research, app design, behavioural science and product strategy. I presented the vision to 60+ cross-functional stakeholders, followed by further conversations with Apple Health and Fitness+ team members in California. Working across multiple roles and shifting priorities required strategic thinking, design craft, attention to detail and fast, on-brand delivery. Consequently, I was recognised as an Apple Future Leader for working fluidly across disciplines, ideas and teams, and consistently contributing beyond my core remit.