The work I do is guided by three principles: kindness in collaboration, curiosity in approach, and action that moves ideas into reality.

About me

The Philosophy: The Generalist Specialist

Most people are told to pick one path and stay in their lane. I’ve always found the view better when you’re constantly changing lanes.

I am a Generalist Specialist.

In a world increasingly dominated by AI and hyper-niche experts who see only one sliver of the puzzle, I offer something rare: the ability to connect the dots across the entire board. I am fluent across industries and trades, but a master of one thing: getting the job done.

Growing up across cultures taught me to see opportunity where others see boundaries. I'm a bilingual marketing creative who thrives on unlikely connections.

My career has taken me from managing BBC Radio 1' and Sony Playstation's online community in 2010 to leading campaigns for NASA astronauta in Antactica., luxury brands, and the space industry.

I've coordinated the international Gumball 3000 rally, produced live performances with Neil deGrasse Tyson and William Shatner, and helped brands find their voice across language, culture, and medium.

I am AI-fluent and data-informed, but always human first. Real connection beats code every time.

lucy et al.

Lucy "et al" exists because I've never fit neatly into one box, and I've stopped trying to. The Latin phrase means "and others," and that's exactly what I am: a multi-hyphenate who wants to do it all and learn it all.

Research and insights,, strategy, storytelling, problem-solving, yes, but also community building, cultural translation, creative direction, and whatever else the project demands.

I'm still adding to the list.

Onwards! Ad astra.

What they say about Lucy

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Core Competencies

Brand Strategy & Positioning: Define brand voice, messaging, and competitive differentiation | Create complex communications programs | Develop strategic recommendations based on media experience and creative thinking Social Media & Content: Expert across Facebook, Instagram, YouTube, LinkedIn, Twitter/X | Advise on channel strategy based on objectives and audience insights | Execute social listening and analytics strategy | Build influencer campaigns with clear KPIs Campaign Management: Manage budgets ensuring performance and delivery | Deliver monthly and post-campaign analysis reports | Lead strategy and execution across all social channels | Operate agency/brand website content management Creative Production: Self-taught graphic designer and video editor (Canva, Adobe) | Write compelling copy across platforms | Create visual assets and branded content Project Leadership: Coordinate cross-functional teams, vendors, talent, press across time zones | Partner with clients to understand objectives and define success metrics | Present strategic decks and compelling storylines to leadership Technical Skills: Canva | Adobe | SEO tools | Asana | Hootsuite | Zendesk | WordPress | ChatGPT API | Social Media Monitoring | UX Research | CRM platforms | Social Listening Tools | Analytics Reporting Certifications (30+): ChatGPT API | Luxury Brand Management | CRM | Social Media Strategy | SEO | UX Journey Mapping | Customer Personas