Built from
both sides.

My career has circled two things: building something new — a concept, a brand direction, a way of working that didn't exist yet — or diagnosing what's broken and leading the harder work of fixing it. I've done this across almost every continent, for very different businesses, and learned the same lesson each time: transformation only sticks when it's led from the inside out, not bolted on.

Vegan for years now, vegetarian and pescatarian before that — always rooted in a love for animals and the landscapes they live in. That care has grown into a deeper focus on regenerative design and ecological conservation, through hands-on volunteering and formal training. It's the other half of Groundwork: real values, paired with real operational experience — I can stand in the shoes of the business that has to keep the lights on, and the guest craving something genuine.

I've travelled enough to see the gap up close: a business says one thing on its values page, and something else in how it hires, designs, sources, and runs day to day. Groundwork exists to close that gap — not because these businesses don't want to do better, but because they need the right tools and someone who actually cares to show them how.