Giving brands modern meaning through new visibility in the spaces audiences spend their time. Ruby is currently Head of Creative Strategy at NOTHING(R). 

At the challenger tech brand she connects a background in fashion — with its appetite for culture and change — to reimagine the role of software and engineering for a new generation of creatives. Scaling Nothing’s original mission to make tech fun to become a platform that funds and frames experimentation, expression and bold belonging across music, creators and nightlife.

Prior to this, she began her career in art, magazines, and design strategy, joining Burberry in 2018 to reposition the brand under Riccardo Tisci and Marco Gobbetti’s leadership. 

Building a team that took the mission of media — to reach and inspire — as a license to build brand narrative that fought harder in an attention economy, with landmark installations and partnerships with youth culture authorities Dazed, The Face, Nowness and Buffalo Zine. 

As well as nurturing and growing multi-faceted creative teams, at Burberry she found and led a graduate talent programme that ran over six years, seeking new perspectives and approaches to storytelling, embedding them into permanent roles in the business.

Since then she has worked in New York and Amsterdam for Moncler, Jordan and Tommy Hilfiger, curating community experiences and media programming that express the foundational codes of each brand to earn love and advocacy with new audiences.

Personally, she is fascinated by the future and how storytelling can uncover new potential in the world around us. Present Tense is a research project about how we imagine tomorrow, across film, fiction and art, exploring the human drama of accelerating technology.


Services:

Narrative direction
Cultural positioning
Content strategy
Channel programming
New media commissions
Partnership navigation
Brand extensions
Visibility initiatives