Audi UK - Professional project
Performance strategy leadership at Audi UK
Vorsprung durch Technik
Since joining Audi, I’ve focused on bringing this belief to life in ways that feel emotionally relevant, culturally grounded and future facing, reinforcing why Audi has always mattered, while shaping how it connects with the next generation.
Built on legacy.
Driven by what’s next.
Audi’s icons live far beyond car culture. quattro, Le Mans, fast Avants and the TT function as cultural entry points, allowing the brand to connect with audiences through emotion before expectation.
Heritage earns attention first, creating space to show a brand driven forward rather than anchored to the past.
From five-cylinder rally dominance to electric Dakar victories, Audi’s story is one of constant evolution, powered by a refusal to stand still.
Turning belief into behaviour
45 years of quattro
This work uses heritage as a provocation, not a comfort zone. By leading with emotion and cultural memory, it earns attention before positioning quattro as something that continues to evolve, keeping new technology feeling bold and relevant.
Audi Sport x evo magazine
The evo partnership re-established Audi Sport through its heritage before pushing the story forward. Performance credibility created space to explore the all-electric e-tron GT not as a break from the past, but as its evolution. From factory floor to iconic roads, Vorsprung was experienced first-hand, reframing modern performance.
Local moments. Global impact.
Audi Dakar x Top Gear magazine
The Top Gear partnership reframed Audi’s Dakar programme as innovation under pressure, using the e-tron hybrid project to redefine performance in extreme conditions. Within a globally led initiative, I took ownership of resolving legal and compliance barriers that unlocked the collaboration. The partnership went on to become one of Audi’s strongest media successes, translating technical achievement into cultural impact.
Audi x Goodwood Festival of Speed
