BUILDING BRANDS BUILDING BUSINESSES BUILDING PEOPLe
I believe the world's most enduring brands are built long before they reach the shelf. They begin with a clear vision, a deep understanding of people, and the courage to create something meaningful.
For almost two decades, I have worked across the FMCG, hospitality and tourism industries, helping globally recognised brands and founder-led businesses grow through consumer insights, commercial strategy and creative execution. Yet no other project has shaped me more than Liquid Gold.
Liquid Gold taught me that building a remarkable product is only half the journey. The other half is creating a market where SME's can survive. That realisation ultimately became the foundation for XO Studio - a platform dedicated to helping entrepreneurs build products that don't just launch, but endure.
Along the way, I realised I wasn't simply passionate about marketing products, - I was passionate about helping people build businesses with purpose.
That belief became the foundation dedicated to transforming ideas into commercially successful brands through strategy, design, storytelling and product development.
Today, I work alongside a trusted network of independent creatives, bringing together the right people for every project. Together, we help businesses launch, grow and scale brands that are authentic, commercially viable and built to endure.
FROM AN IDEA TO A STUDIO
In 2022, I entered an entrepreneurship competition funded by Alexander Forbes with a business concept called "The Collective". The idea was recognised with second place and seed funding, which became the catalyst for launching Annie John Studios.
Today, that original vision has evolved into XO Studio, the collaborative arm of AJS, - bringing together independent creatives, strategists and makers to help businesses build purposeful brands and commercially successful products. At its heart is a commitment to fostering entrepreneurship, empowering independent talent and creating opportunities that contribute to a more resilient and inclusive creative economy.
Industry Experience
FMCG:
Procter & Gamble: Olay, Pampers, Pantene
Always, Oral B, Vicks, Old Spice, Gillette
Philip Morris: Marlboro, Chesterfield, Rizla
General Mills: Haagen Dazs
Zott International: Monte Chocolate
Swiss Chocolat Frey
Products & Brands Development:
Liquid Gold Coffee Co
The Coffee Lounge
Huguenot Fine Chocolates
The Residences at Crystal Towers
Smart City Drives
Smart City Stays
Cocoruby
Ellah Skincare
Jospeh Gertse The Wine Maker
Hospitality & Tourism:
Holiday Inn Express
Execujet Private Aviation
Latest Work
Trusted by
Over the years, I've had the privilege of partnering with businesses across FMCG, hospitality, tourism and retail - helping transform ideas into meaningful brands and long-term business growth. I'm grateful for the trust these organisations have placed in Annie John Studios and look forward to building many more success stories together.