For 20 years, I built and led brands including Google, Bonds and Berlei, working across 30+ brands and 15 categories. The kind of work that wins Cannes Lions and shifts markets.
I learnt how to earn attention. How to create something distinctive, find the thing that made people care, and make it impossible to ignore.
Hi, I'm Zoe.
Hi, I'm Zoe.
For 20 years, I built and led brands including Google, Bonds and Berlei, working across 30+ brands and 15 categories. The kind of work that wins Cannes Lions and shifts markets.
I learnt how to earn attention. How to create something distinctive, find the thing that made people care, and make it impossible to ignore.
Then I turned that lens on myself.
I stepped out of corporate to move into a more intentional chapter, one that required claiming my identity, superpowers and purpose without the scaffolding of a big brand behind me. Making that transition without the right guide taught me something critical: what people in evolution actually need.
That's the work I do now.
I'm part brand archaeologist, part strategic advisor, part creative doula.
I work beneath the surface, uncovering the patterns, power and truth you're too close to see, and give you language that finally fits.
For founders and leaders, this means positioning that allows you to stop hiding and start being sought out.
For organisations, it means cutting through the noise to align teams, sharpen direction and move with confidence.
WHAT I ACTUALLY DO
I don't do bloated decks or long retainers. I get to the truth faster, and then help act on it with clarity and confidence.
The Challenge
The people I work with are exceptional. Often so good at what they do that their judgement, instincts and superpowers have become completely ordinary to them. Proximity makes objectivity almost impossible.
How I Help
My job is to see what you can't. And reflect it back with enough precision that it becomes usable.
My Philosophy
Identity Before Visibility. More visibility won't help if it's amplifying an old or incomplete story. Know what you want to be known for first, then make it unmistakable.
A little confession
I thought starting my own business would be easier. I had the experience, the skills, the network.
What I didn't expect was how confronting it would be to show up as myself, not the corporate version, not the polished brand spokesperson, but the still-learning, still-becoming version.
That part took me by surprise.
It's been uncomfortable at times. And also deeply alive.
There's something about standing in your own work, without a big brand to hide behind, that asks you to get honest. About who you are. About what matters. About what you're no longer willing to carry.
I understand why people avoid this stage.
It's messy. It's personal. And there's no neat playbook.
But it's also where things start to feel true again.
If you're in that in-between space, no longer who you were, not yet fully articulated as who you're becoming, I know this terrain well.
"The work I did with Zoe was one of the biggest transformations of my life. I re-discovered myself and understood how valuable our personal brand is, not from outside, but from the inside."
TR