I didn’t start in the age of AI. I started in the trenches of high-stakes media, directing Global PR and Strategic Communications Campaigns for organisations ranging from early-stage startups to Fortune 500 companies.

Over the past decade, I’ve worked across the US, UK, Europe, and ANZ markets, navigating a landscape that has evolved from print to digital and now to one where algorithms and systems increasingly influence visibility and perception. That experience has been shaped across sectors that rarely sit together — technology, lifestyle, travel, sport, hospitality, genealogy, and purpose-led organisations.

Working across these worlds built a deep understanding of how different industries communicate, how campaigns must shift between sectors and markets, and how easily credibility can be lost when context is misunderstood. A message that works in business media won’t land the same way in lifestyle or travel. A campaign that resonates in the US often needs a different narrative, tone, and framing to succeed in the UK or elsewhere.

Fireflies was founded to bridge the gap between ambitious startups and growing businesses and the kind of strategic communications support traditionally only available through large agencies — offering a global perspective and senior-level thinking without the layers, distance, or dilution.

The work centres on building strategic campaigns that are tailored by sector, market, and audience, and that translate into meaningful media coverage. This includes communications strategy, earned media across digital, print, and broadcast, visibility and authority building, leadership coaching and training, and acting as a close partner during key business moments — from funding rounds and product launches to market entry, rebrands, and reputation-defining phases of growth.

As the industry continues to evolve, this work has expanded to include AI readiness — ensuring campaigns are structured clearly, communicated accurately, and interpreted as intended as discovery, visibility, and reputation become increasingly system-led.

At its core, the role remains the same: to build campaigns that make sense where they land, resonate with the right audiences, and hold their integrity as they scale.