A brief reads differently once you have worked every side of it.

My working life in the marine industry began in December 2016 as a project coordinator at a marine interiors supplier, supplying IMO certified interior products to cruise ships, ferries, yachts and offshore rigs. The range covered floor and wall coverings, temporary protection, mattresses and consumables, delivered into newbuild and refit projects at shipyards around the world.

The role covered far more than the title suggests. I handled sales, international accounts and contract negotiation alongside stock, logistics and marketing, and I designed and ran our exhibition stands at trade events across Europe, including the Marine Interiors Expo in Hamburg.

It is where I learned how complex operations fail, which is almost never for lack of talent and almost always for lack of system.

In 2021 I trained as a superyacht deckhand with Flying Fish, qualifying through STCW, powerboat, helmsman, personal watercraft and diesel engine maintenance courses, and joined M/Y Savannah in France.

Working as crew showed me the industry from inside the guest experience. It is why I understand what a charter programme, a refit schedule or a brokerage listing actually asks of the people delivering it, and why content that gets those details wrong is so easy for an owner or a broker to spot.

I founded Orca Media and EDITALL together in October 2021, and both were trading from 2022. Orca Media gives the superyacht industry a production partner that already understands it. The team grew to six, each with a background in the sectors we film, and the business was incorporated as Orca Media Productions Ltd in January 2023. It now works as an external marketing department for brokers, shipyards and operators, with clients including Burgess Yachts, Y.CO, Propspeed and Damen Shipyard.

EDITALL applies the same model to luxury hospitality, super-prime property, lifestyle brands and innovative technology, for clients including Aston Martin, Bang and Olufsen and DDRE Global. I still run both as Founder and Creative Director from Glove Factory Studios in Wiltshire.

Clients kept asking me to take the same role inside their business that I hold inside my own: deciding what should be made, why, for whom and to what standard, then holding the people who make it to that standard. This consultancy offers that role directly to a small number of businesses.

The work is advisory. I set the strategy across social, content, digital marketing, online presence and the AI tooling that supports them, then direct whichever production partners suit the work. Orca Media or EDITALL can be brought in where they fit, though that is never a condition of the engagement.