About Me

I've navigated three waves of disruption. This time, I built a methodology to help.

I've spent 25 years in PR, comms, and branding — for corporates, higher education, charities, and agencies. I've trained cross-functional teams, led communications strategies, and built brands from the ground up. It's work I enjoy.

I've also watched the industry get disrupted three times over. Digital. Social. Now AI. Each wave brought the same pattern: disbelief, anxiety, frantic upskilling, then stabilisation. Each time, the ones who emerged, creativity and confidence intact, were those who developed the right skills while staying grounded and clear on their own value.

This time, change will be dramatic, affecting the entire knowledge sector. It's not just new tools to master: it will fundamentally change how we work. So I decided to come up with a new approach.

Building brain capital

AI is transforming industries at a time when workforce engagement and motivation is at a record low. And through reducing agency and headcount, automation has the potential to reduce our ability to make decisions and communicate effectively.

McKinsey says we need to nurture brain capital if organisations, individuals and economies are to thrive over the coming years, protecting:

brain health - healthy development, without mental, neurological or substance use disorders
brain skills - greater autonomy, cognitive, interpersonal, and tech literacy, so we can 'adapt, relate, and contribute meaningfully'

It's critical therefore, that we develop the resilience, confidence and creativity to adapt to this new paradigm.

Clear North uses the Bridges Transition Model as its diagnostic spine — identifying where people are in their AI transition before prescribing how best to move through it. Combining evidence-based practices, relevant skills, and a reframe of the professional environment, the methodology moves PR and comms professionals from stabilisation through capability-building to creative confidence.

It’s sector-specific in content, but disruption-agnostic in structure, and designed to withstand whatever comes next.

Why science? Why community?

Cognitive understanding alone doesn't change the brain. Isolated practice doesn't either. Research consistently shows that durable resilience requires three things working together: understanding the mechanism (what's happening neurologically), practising recalibration (regulating the stress response), and peer connection — which has a documented, biological effect on cortisol and oxytocin levels.

Qualifications & training

• 25+ years in PR, comms, and brand for corporates, charities, public sector & HE/FEIs

• Developed and grew peer-to-peer networks for CIPR and CharityComms

• Trained marketing & cross-functional teams in strategics comms & social media

• HE Certs: Positive Psychology, Self-Determination Theory (SDT) & Science of Wellbeing

• Yoga Alliance certified (2014) with CPD in breathwork, meditation and somatics

BOOK A DISCOVERY CALL

CONNECT ON LINKEDIN