‘I help the business say the right thing to the right people at the right time’

What does your current role involve?
My role sits at the intersection of strategy, storytelling and problem-solving. As EU communications director at JELD-WEN, I lead internal and external communications across a complex, multi-market region, translating business strategy into clear, engaging narratives that people actually understand and care about.

On any given day, that means shaping leadership messaging, driving employee engagement through change and transformation, managing reputational risk and crisis communications, and ensuring our external voice is consistent, credible and human. In short: I help the business say the right thing, to the right people, at the right time, especially when it matters most.

What do you love most about working in public relations?    
I love the sheer variety of PR, no two days are ever the same. Over the course of my 14-year PR career, I’ve picked up skills I would never have imagined when I first started out, from video editing and digital analytics to crisis management and strategic counsel at the leadership table. PR rewards curiosity and adaptability, and I love that it’s a discipline where learning never stops and impact is tangible.

What's been the highlight of your career so far?    
A real highlight of my career was stepping into a director role at 33. It was a defining moment that recognised not just technical expertise, but the ability to lead, influence and support organisations through complexity and change. It also challenged me to grow quickly, shifting from ‘doing’ to guiding, and from delivery to decision-making.

How long have you been a CIPR member and what made you join?    
I joined CIPR recently, driven by a desire to feel part of a wider professional community. As my role has become more senior, I’ve increasingly valued connection with peers outside my own organisation, people who understand the challenges, responsibilities and pace of modern communications. The CIPR felt like a natural place to find that shared learning and perspective.

How does the CIPR support your career?    
It’s connecting me to a wider professional community, reinforcing best practice, and encouraging continued learning at a senior stage of my career.

What's the best piece of career advice you’ve been given?    
Take nothing at work personally. Whether it’s having your work heavily edited or receiving difficult feedback, learning to separate yourself from the business outcome makes a huge difference. It allows you to respond thoughtfully rather than emotionally, and ultimately makes you more resilient, effective and open to growth.

Find out more about joining the CIPR

Take the next step in your PR career and become a member. The CIPR is a supportive and inclusive community where everyone can connect, thrive and grow. Join the CIPR today.

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