IN-HOUSE MARKETING

I quickly learned that brand isn't just something you see, it's something you feel. Working in-house in hospitality across marketing and operations showed me how powerful branding can be when it's immersive. It’s in the details, the senses and the energy people walk away with.

Later, moving into a corporate role, I learned how to take that same thinking and apply it at scale. I built systems, structured teams, and developed a deep understanding of how to grow product-based brands from the inside out.

I took those skills into a project with a $2.8 billion company, developing a new brand in the supplement space. That was when I truly saw the full power of brand, because what I developed wasn’t something that sat on shelfs it was the beginning of a culture.

AN ODE TO YDN

After walking away from what I thought was my dream job, I started freelancing and unexpectedly launched YDN, a Creative Digital Agency. It was never something I planned. It just happened, and I ran with it. I followed the industry model and offered management services because that’s what agencies did. But it never really felt right.

By the middle of 2024, I realised what was missing. Most founders knew where they wanted to be, but didn’t know how to get there. A campaign or a few ads wasn’t going to fix that. The work had to go deeper.

So I closed YDN. It felt bold and scary, but also like the clearest decision I’d ever made.

REBUILDING THE MODEL

Closing YDN gave me the clarity I didn’t know I needed.
It forced me to look at my own brand the way I look at my clients’ and that changed everything. I saw what founders were asking for and what the industry wasn’t giving them.

So I built something better. I created the model we now use at Second Glance. The name comes from the model itself. It gives you exactly that, a second look across all of your brand touchpoints. You get brand and marketing support without the weight of building a full internal team.

You now have a brand manager alongside an industry-leading marketing team in your corner, building a brand that earns a second glance from every viewer.

ASSEMBLING THE TEAM

I knew I wanted to work with the best, but I also wanted to keep our services accessible for founders. So I reached out to top creatives, strategists and performance marketers, shared the vision, and invited them to be part of something different. They said yes.

Now we get to collaborate with the media buyer behind July and Tony Bianco, and designer who’ve worked with Gem and Alya Skin. And because we operate in true collaboration, you get access to that level of expertise without overstretching your investment.

You’re not just getting my insight or our team’s. You’re getting the shared knowledge of people who are building some of the most exciting brands in the country.

SECOND GLANCE TODAY

Today, we’re building Second Glance in real partnership with our clients. Every service we offer is shaped by the founders we work with, and everything we do is designed to support you with clarity, consistency and creativity.

This is the kind of brand and marketing support I wish existed when I started. And now I get to offer it to the next wave of founders who are ready to do things differently and do them well.