With over 15 years of experience working across fashion, beauty, hospitality, retail and lifestyle, I’ve built my career around understanding what makes brands matter, and finding ways to make people care about them.

I’ve worked with everyone from established names like Fortnum & Mason, Selfridges and 45 Jermyn St. to independent businesses and ambitious growing brands. Every experience has taught me the same thing: there’s no formula for making a brand stand out. You have to understand it first.

I’m naturally curious. I like asking questions, challenging assumptions and getting to the heart of what makes a brand different. Because the best work doesn’t come from following what everyone else is doing. It comes from finding your own point of view, then making people notice.

For me, social media is at its best when it feels human. Something that makes you stop, think, laugh, click, share or remember.

Ben Akhtar