About me

Strategic delivery & client growth

I’m a Client Services professional helping agencies and brand-led organisations scale. I lead client and project delivery for agencies and in-house teams, aligning creative, commercial and operational needs, turning vision into structure so that great work can happen at pace and scale.

With +12 years of experience in Client Services, I’ve spent the past eight freelancing and contracting, gaining versatility across client industries, agency models and cultures, an understanding of how creative businesses grow and the systems that help them move forward.

I’ve always believed excellent Client Services begins with asking the question “Why”? – in other words, investigating and getting under the skin of a client’s business and brand, understanding their vision and translating that into practice through clear briefs and strategy before delivering inspiring design and creative. It’s a perspective I always aim to bring into my work, as a way to ensure outcomes that meet business and brand requirements rather than outcomes that result “just because”.

Passionate about art, travelling and semiotics, I use my interests and multicultural background to work with brands across geographies and find fresh ways to drive meaningful work.

Alongside my client work, I’ve created “Irina Writes”, a LinkedIn newsletter that shares reflections and provocations from inside the branding industry – and aims to frame how agencies and brands could respond.

What I do (link here)