About

I’m a writer who ended up in marketing — not the other way around. The distinction matters.

It started at 12, filling notebooks with stories I couldn’t stop writing. That obsession with words, with the way language shapes how people think and feel, is what eventually led me into marketing. It turned out the skills were the same. Only the brief changed.

Since 2017, I’ve been building brand voices, leading content strategy and writing words that have to do something—launch products, change minds, move people to act. I’ve done this across Southeast Asia, the Middle East and Europe, which taught me that good writing is always culturally specific, never one-size-fits-all.

Most recently I’ve been based in Munich, Germany, working across full-cycle product launches, website relaunches and the brand voice systems that underpin it all.

Now I’m doing something I’ve wanted to do for a while: running an entire content marketing workflow with AI. Actually building it—agents, systems, workflows—and documenting what works and what doesn’t in real time. The craft doesn’t change but the scale does.

Outside of work, I read fiction, write when I can, travel whenever possible and watch series in between. All of it, honestly, is research. Story structure is story structure whether it’s a campaign or a Netflix series.

Languages

Understanding how people communicate across cultures makes you a sharper writer and an even better strategist.