From combat sports to corporate comms.


Strategic Creative Director

Chicken Nugget Connoisseur

My Story

I’m Charli , Creative Director, strategic thinker and inclusive leader.

My career has been deliberately non-linear, shaped by a commitment to innovation and adaptability. After earning degrees in Fashion and Design & Innovation, I moved from creative roles into global brand leadership, including serving as Global Art Director at UFC - one of the fastest growing sports in the world. Today, I lead the award-winning creative and brand services function at Cavendish Consulting.

At Cavendish, I drive strategic brand transformation across sectors including infrastructure, utilities, health, technology and FMCG. My focus is on building high-performing, collaborative teams and creating environments where diverse perspectives fuel breakthrough ideas. Under my leadership, our work has achieved 18 industry awards for creative excellence.

I advocate for mentoring and neuro-inclusivity as a driver of industry progress, supporting mentoring initiatives and am a founding member of Cavendish Women. Sharing insights on leadership, overcoming imposter syndrome and building authentic cultures is integral to how I lead and influence.

I also explore the evolving role of AI in creative strategy. AI is reshaping ideation, prototyping and delivery, and I’ve written on LinkedIn about its impact on accelerating workflows while creating space for deeper thinking. I experiment with tools like Midjourney and Google’s Nano Banana to understand how artistry and precision can converge, and I actively engage in conversations about what’s next for creative technology, whilst encouraging adoption of AI stacks across the digital, video and design functions of my creative department.

My background spans digital agency leadership and hands-on creative disciplines, giving me a unique perspective on audience empathy and brand storytelling. I’ve led creative strategy for global organisations and national institutions. From the World Cup to the water sector and everything in between. This breadth of experience underpins my belief that creativity, inclusivity and innovation are essential for sustainable growth.