Description

Formally Content Director at surf lifestyle brand Finisterre.

I am a Creative Director and Brand Storytelling Consultant with 25 years’ experience across graphic design, photography and brand building.

For 16 years I helped shape Finisterre, supporting its growth from a team of five to over 150 and contributing as part of the senior leadership team across brand, commercial growth and organisational development.

Prior to this, I worked as a graphic designer and developed an independent documentary photography practice, publishing a series of photography books exploring people, place and narrative.

I specialise in bridging strategic vision with hands-on execution, developing brand identity, storytelling frameworks and visual direction across campaigns, photography, film and design. My work focuses on turning culture, place and product into meaningful stories that connect with audiences and support commercial growth.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Truro (up to 50km), London (up to 50km)

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Independent Creative Practice / Consultancy
September 2025 - Today (9 months)
Following 16 years at Finisterre, I've focused on developing personal creative work, mentoring, and defining a consultancy offering in authentic storytelling for brands. Key activities include: Developing a photographic book project commissioned by Finisterre, mentoring creative direction and brand strategy for an emerging ballet start-up and curating a long-term documentary photography archive and portfolio and exploring the creation of a gallery and physical space for photography, books, and exhibitions.
Creative Direction Brand Storytelling Photography Mentoring
Finisterre
Content Director
January 2022 - September 2025 (3 years and 8 months)
Led the creative vision and content strategy for Finisterre across all channels, overseeing campaigns, film, photography, editorial and digital storytelling. Responsible for shaping brand narrative and tone of voice while aligning creative output with commercial objectives across ecommerce, retail and marketing channels. Managed internal creative teams and external collaborators to deliver cohesive, high-quality content that connected community, product and culture.
Finisterre
Head of Creative
September 2015 - December 2021 (6 years and 3 months)
Directed the overall creative output of the brand during a period of significant growth, leading multidisciplinary teams across design, content, photography and film. Defined and evolved the visual identity and campaign direction, ensuring consistency across all brand touchpoints. Worked closely with leadership teams to develop long-term creative strategies and deliver work that balanced storytelling, culture and commercial performance.