My career didn’t start in operations, it started in creativity.

I studied fashion design for industry and spent years building, making and problem-solving in creative spaces. Alongside my “day job”, I ran my own clothing brand and continue to work on private commissions to this day. I know first-hand what it’s like to care deeply about your work, to pour yourself into something you believe in, and to try to make it viable in an economy that doesn’t always make that easy.

My first role in a startup was an office manager but by my next start up role I very quickly evolved into operations manager. I became the person who organised the chaos, connected the dots, fixed problems before they escalated and kept the business moving forward. I discovered that I was good at multitasking, firefighting, building systems and making things work, especially in small, fast-moving teams.

Over the last eight years, I’ve worked exclusively with positive-impact startups, with almost half of that time in senior ops positions. That’s where I realised how much I loved strategy, leadership and business growth and how powerful good operations can be in shaping a company’s culture, pace and long-term success.

After helping multiple businesses move from 0–1, from idea to scale, or from reactive to sustainable, it became clear: this is where I do my best work. But I also realised I didn’t want to do it for just one company at a time.

I wanted the freedom to support more founders, more ideas, and more creative businesses, especially those working with smaller operational budgets or early stage funding; small teams with big ambitions. I wanted to work with people who care deeply about what they’re building, not just how fast they’re growing.

COO:Create was born from that intention.

I sit in a unique position between creativity and operations. I understand creative founders because I am one and I understand business growth because I’ve led it from the inside. I know how isolating, exhausting and overwhelming it can feel to run a startup, especially as a creative in a hustle-obsessed culture that treats burnout like a badge of honour.

I don’t believe growth should come at the cost of health, creativity or joy.

I believe structure should create freedom, not restriction.

Through COO:Create, I help creative startups, solo entrepreneurs and SMEs build clear priorities, calm systems and confident leadership so they can grow sustainably, get paid fairly and continue putting beautiful, meaningful work into the world.