Apple

At Apple, I led narrative development, Keynote storytelling and multidisciplinary creative work across product, editorial and developer growth. My role centred on turning complex platform capabilities, Apple technologies, product ideas and cultural moments into clear, relevant stories for global users. I led App Store storytelling for Apple Watch across Europe and contributed to iPhone editorial in the UK, shaping launch narratives, discovery experiences, UX writing and creative direction for millions of people. Alongside user-facing work, I supported European developers on app experience and sustainable growth, creating playbooks and workflows that improved clarity, quality and launch readiness. I also independently developed and presented a future-facing wearable vision, to 60+ senior leads and Apple Health and Fitness+ teams in California. I was recognised as an Apple Future Leader for operating fluidly across disciplines, ideas and people, and for consistently contributing beyond my core remit.