Crafting Magic Through Ideas, Words and Strategy

Welcome to my online home, where I seek to make sense of this strange and wonderful world using words, and sometimes images and sounds. I’m a writer at heart, with close to 20 years of experience hashing out stories in all forms for brands and media houses alike. When it comes to marketing, I find my strengths lie in building up a brand’s initial story from scratch (I’ll attribute this to my over-active imagination). I’ve done this for quite a few brands both here in South Africa and abroad for brands in the US and UK (albeit, much smaller brands).

In the media-scape (is that a word?), I first got started as a writer for iafrica.com. I spent almost 6 years there while it was owned by Primedia as its lifestyle editor – an exciting and at times, frustrating, experience. Working in the media industry is certainly not for the feint of heart. And especially not if you’d like to pay your bills and still live relatively comfortably. In my early 30s, I realised it was time I turned my efforts elsewhere, so I abandoned my dreams of working in media and opted instead to board the content marketing train. I thought my time as a journalist had ended, but here I am in my early 40s and still looking wistfully in the journalism direction, keen to bring stories to life.

As a seasoned writer, it’ll come as no surprise that I find the process of inquiry alluring. In other words, it’s the research and development of the story which lights my fire. Perhaps that’s why brand-building has worked so well for me this past decade.

In 2026, I’ve spent the year doing a lot internal work, organising my life around family and finding ways to ensure I continue a more creative existence. I’m most interested in finding ways to bring community together using my communication skillset, seeking out what AI chatbots like to refer to as “purpose-led” organisations which prioritise care of people and land equally.

My work as a communication specialist is no longer about how to sell an idea or how to gain an audience, but how to convey real and constructive information to real people to ensure a future which might (hopefully) benefit our earth and by default, us humans. Consumerism for the sake of a buck is no longer sustainable. Read that again.

It’s time that people like me start to stick their necks out to figure out ways to shift the baseline.

I bet you’re thinking “that messaging took a serious turn”. Well, how can it not? If you’re even remotely aware of current events, you’d know that humans are having some seriously adverse impacts on the world right now. So, it’s on us – as individuals and collectively – to think creatively and find different, kinder ways to exist. That starts with me. And it might start with you and your company. If it does and you’d like to start imagining things differently, let’s get talking.