Hi, I'm Jasmin.
Strategic marketing and communications consultant working with values-led organisations on the thinking underneath the work. Brand foundations, the strategic judgement that holds direction, and AI fluency built into how I deliver.
Background
My instinct for this work started in museums. I learned how to find language for objects and stories from another time that could land for someone standing in front of them now, whoever they were and wherever they were coming from. The job was always the same: read the gap between what was there and what the person in front of it could hear, and close it without flattening either side.
Eight years across charity, heritage, and the third sector, working inside organisations where strategy has to hold across competing priorities. I've built marketing and communications functions from zero: websites, paid campaigns, content systems, graphic design, wayfinding. I've held brand architecture through openings, rebrands, transitions, and full repositioning. The work that's stayed with me is the strategic clarity work: the kind that has to hold across audiences who may never overlap, and across cycles that don't share a rhythm.
Some of the work I'm proudest of involved building the judgement and the infrastructure at the same time, inside organisations that were themselves still being built.
AI fluency runs through everything I do. I built and operate The Edit AI (opens in new tab), the working record of my current AI stack. The tools change every month. The discipline of choosing what to use, what to set aside, and what to embed properly into how the work gets made is the part I've spent two years getting good at.
The work, in practice
What I'm doing inside a strategic marketing and communications engagement is interpretation. Reading what's actually going on in the room. Hearing what hasn't yet been said. Finding the language that can carry leadership vision out to a community. The gap between what is true and what people can hear is where I work, and where I'm most useful.
Positioning that holds across a fractured organisation. Messaging that moves people who weren't going to be moved. An internal narrative that makes a restructure feel like something the team is part of rather than something happening to them. All of it depends on getting close enough to know what people want, what they're protecting, and what they haven't yet found the words for. That closeness is the engine of the work for me.
I'm drawn to organisations mid-transformation, uncertain, working through something complex. The interpretive work is most needed and most felt there. Clarity that comes out of a good process matters more to an organisation that was genuinely stuck than to one that was already moving.