About signal & Soul

I didn't follow the traditional path into digital and growth. I was inspired by both my parents who ran successful businesses and consultancies in very different fields. So I spent a few years learning digital marketing and set up my business - figuring it out, building things and making them work in the real world.

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But then the following years lead me to the job offers for some big brands. The Restaurant Group and then Wagamama. Agencies working with Team GB and British Athletics, major sporting brands and businesses that spanned across cybersecurity, hospitality and FinTech. Then Popeyes, where I joined at restaurant 20 and heavily supported their growth to their 100th opening. I worked my way up from an executive to the head of a department where I am now.

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 While a lot of people stay in one discipline and decide to specialise in one field - digital marketing, or product, or IT, or brand - my love for learning, growth and mastery meant I kept crossing the lines and departments. Launching apps. Building loyalty programmes. Leading CRM. Managing POS migrations. Diving into data. I've worked with 200+ platforms, technologies and countless marketing channels across businesses of all sizes and budgets. But more importantly, I've learned how they all connect. That's why I now position myself as a digital AND growth partner.

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And the thing I keep coming back to, after all of it? It doesn't matter how big your budget is or how sophisticated your tech stack is. What matters is how you use it and connect it, and how clearly it communicates the heart of your business. That's where I sit. That's what signal & soul is built on.

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I still run a marketing and digital team in my day job because I love passing my knowledge on. signal & soul is what I do with the hours either side - because helping businesses build the kind of digital and growth foundations I've spent a decade implementing is, genuinely, what I love most.