Why I do this

What draws me to complex scientific environments — beyond their real-world impact — is the opportunity to channel my inner Sherlock. I’m driven by the process of exploring angles and stories that actually matter to the right audiences. Behind every layer of technical complexity is human incentive — and that’s what I’m always looking for.

I’m naturally curious, and I get a genuine kick out of discovering something that seems obvious in hindsight, but was previously overlooked. It’s exactly this ‘aha’ moment that has kept me in communications all these years. Complexity clicking into clarity is the strongest signal I am doing my job well.

Where I’ve been

I moved to Sweden to study journalism and develop a deeper understanding of how stories are shaped. That instinct runs through everything I do. You will often hear me asking “why is this important for the audience, and why now?” instead of “what does your organisation want to say?” That reframe is usually where strategy begins.

Before launching Mint & Berries, I spent over a decade managing communications at organisations including Cytiva and Cochlear — working inside the kind of complex, highly regulated environments my clients operate in today. I know what it takes to get a story through legal, align stakeholders across functions, and secure coverage that matters.

I believe communications should be transparent and direct, whether you’re talking to peers, customers, or regulators. This is the standard I bring to my work.