Trying to be creative, while sustaining a business is HARD.
Commercial success is important, but financial pressures can hold back creativity and innovation. Equally, it’s possible to have too much distance between the creative process and the bottom line.
My mission is to bridge the gap between commercial success and creative endeavour.
Whether you're a 100 people or an indie startup, if you want to build, grow or sell a sustainable business that makes high quality creative products—I can help!
My experience is broad (from Operations and Business Development through to Product Strategy and Production) but there are a few things I specialise in:
Holistic business strategy—defining and validating business plans against both creative and commercial goals.
Operational strategy—boosting operations from the ground up to deliver your business plan.
Financial review—maximising value from incoming revenue and outgoing costs.
Process design; how to engineer your R&D, Business Development, Production or post-launch processes to deliver the best results.
Engineering effective collaboration across teams with vastly different skill-sets and experience.
The first step would be a chat to understand your goals and concerns—either in person or over the phone, whichever works best for you. From there we can design a plan based on what you’d like to achieve and how you’d like to work.
Projects typically range from a few days up to a couple of months, depending on whether we’re simply looking for a few quick wins to get you back on track or you’re looking for more in-depth support to help manage change.
Working with a number of tried and tested tools, frameworks and techniques, I work on and off-site conducting team interviews, workshops, coaching, presentations and when useful, supporting documentation.
Let’s talk - if you’d like to find out more or discuss a potential project, drop me a line.
With over 20 years experience across digital and games, I’ve worked with around 60 organisations, across 25+ sectors in roles spanning Production, Client Services, Business Development and Operations.
The breadth of this experience completely informed my perspective and passion for building sustainable creativity — how to produce the best creative output, without compromising on commercial goals or burning out.
In 2016 I established ‘Joy Inc’ to bring my passion for sustainable creativity to a wider audience of businesses, large and small.
Extremely passionate about the future of the games industry, I’ve served on the Ukie Board of Directors, been featured in MCV’s Top 100 Women in Games and currently reside on the Develop Conference Advisory Board.
Launched in 2025, we are a collective of senior creatives building interactive work with weight.
Unreal specialists, working across tools & products that empower anyone to create anything for everyone.
Transformation from small digital agency to being acquired as a multi-million pound games studio.