I make sport, betting
and founder-led brands
sharper on social.

I plug into brands, founders and sports-led businesses to make their content sharper, faster and more useful across social, YouTube and podcasts.

From the first idea to the final post.

See how it works

EXECUTIVE PRODUCER ✦ CONTENT ✦ AUDIENCE ✦ YOUTUBE ✦ PODCASTS ✦ AI ✦ EXECUTIVE PRODUCER ✦ CONTENT ✦ AUDIENCE ✦ YOUTUBE ✦ PODCASTS ✦ AI ✦

Most businesses don't need another agency deck.

They don't need five freelancers guessing what the brand is meant to sound like either.

They need someone who can step in, understand the audience, shape the content, and get things moving properly across the channels that matter.

That’s where I come in.

IT STARTED WITH EDITING.

I started as a video editor.

Most people think editing is just pressing buttons.

It's not.

You're stepping back and asking:

Why would someone keep watching this?
Where do they lose interest?
What's the moment?
What needs cutting?
What actually makes someone care?

You're not just cutting footage.

You're working on attention.

That's where it started for me. Understanding the audience first. Long before everyone was shouting about engagement, retention and hooks like they'd discovered fire.

THEN THINGS STARTED TO SHIFT.

Editing turned into directing, producing and working across different types of campaigns.

I spent time living and working in Hong Kong, which pushed things again.

Different culture. Different audience. Different pace.

What works for one group does not always work for another. So you adjust.

You stop thinking like a creator.
You start thinking like the audience.

How they watch.
What they respond to.
What actually lands.

That thinking is still the whole game now, whether it's a YouTube video, a podcast clip, a live football thread, a LinkedIn post or a piece of short-form social.

THEN SHIT GOT REAL

Running a business changes everything.

You're not just making content anymore. You're dealing with:

clients under pressure
teams trying to deliver
campaigns that need to go live
budgets that need to make sense
deadlines that don't move
content that needs to work, not just look nice

That's when it clicked.

Content isn't just creative.

It's problem solving under pressure.

And social media, especially around sport, is exactly that. Fast decisions. Clear judgement. No time for waffle.

Working With Brands

Working with teams and brands connected to Betfair, Flutter Entertainment, TalkTalk, Sky and British Paralympics, you see the shift properly.

Social was still being figured out. Digital was changing quickly. YouTube was becoming more important. Podcasts were growing. Brands were trying to understand what people actually wanted from them online.

There wasn't one clean playbook.

You had to keep asking:

how do we get attention?
what makes someone stop scrolling?
what does the audience actually care about?
what format suits this platform?
what can we make quickly without making it rubbish?

That thinking stuck.

Especially in sport and betting, where the audience is sharp, impatient and allergic to corporate nonsense.

NOW IT'S JUST A DIFFERENT VERSION OF THE SAME PROBLEM.

The platforms have changed.

YouTube. Podcasts. TikTok. Instagram. X. LinkedIn. AI.

But the job hasn't.

It's still about:

→ Understanding the audience.
→ Understanding the behaviour.
→ Finding the angle.
→ Making the thing clear.
→ Getting it out while the moment still matters.

That might be a live football campaign.

It might be a racing YouTube channel.

It might be a podcast that needs turning into clips, posts and newsletters.

It might be a founder who knows their subject but has no proper content rhythm.

Different formats.

Same problem.

Why should anyone care?

WHERE I'M FOCUSED NOW

I'm spending more time working with sports brands, betting-adjacent businesses, founders, podcasts and people building content-led businesses. People building:

Personal Brands YouTube Channels Podcasts Sports Communities Live Social Campaigns Paid Communities Founder-Led Content Racing and Football Media

I use AI tools to move faster, but the thinking is still grounded in the same thing:

What does the audience care about?

Why do they stop?

Why do they stay?

Why do they come back?

Because that is what actually builds something.

Not just posting for the sake of feeding the algorithm beast like it's some angry little office goblin.

If You're Here, It's Probably Because…

You're posting but not growing

The effort is there, but the output is not strong enough.
Your content feels inconsistent

There's no clear thread tying everything together.
You've got ideas but no clear direction

The thinking is trapped in your head and execution has become the bottleneck.
Your podcast or YouTube channel needs a proper plan

You're making content, but not turning it into a system.
Your live or social content needs sharper judgement

You need someone who can move quickly, understand the audience and not make a mess.
You know something's off

But you can't quite see what.

That's usually where I come in.

SO WHAT DO I ACTUALLY DO?

I help people figure out what works. Then build around it.

No fluff. No overcomplication. No pretending that a content calendar is a strategy.

1. Strategy & Direction

Aligning your content with the audience, the platform and the commercial goal.

Finding the angle, the format and the reason people should care.

2. Social, YouTube & Podcasts

Helping shape, produce and improve content across social channels, YouTube, podcasts, short-form clips, thumbnails, hooks and campaign ideas.

This includes sport, racing, football, founder-led content and personality-led media.

3. Content Systems & AI

Building simple workflows so content does not rely on panic, random bursts of motivation or someone remembering to post at 4:58pm.

Using AI where it helps, without turning everything into beige internet soup.

Best Entry Offer

Strategy Call + Audit

This is the easiest thing for people to say yes to, and it leads into everything else. We look at what you have, and I tell you exactly what needs to change.

I make sport, bettingand founder-led brandssharper on social.