Which came first, the tech or the impact? Classic chicken and egg question.

Growing up in Australia, we kept hens in our backyard, grew fruit and veg and composted waste. Back in the noughties, I interned for the water board, dispensing reusable water bottles to school kids.

I’ve made a strong personal commitment to educating myself about sustainability. I started this 30 years ago, when I stopped eating meat. I’ve had no car since 2007. Now, as I navigate the impact-driven tech space, I’m learning more about the direct steps I can take in my lifestyle and work to do my bit.

I’ve been a freelance B2B marketing consultant since 2017, now based in Athens, Greece. For the 14 years before that, I worked in senior marketing positions and as VP with global tech startups in the UK. 

My value is giving voice and volume to big ideas. My startup experience means I move from strategy to planning and execution effortlessly.

I may be half-Australian, but the other half is Scottish. I’ve got a canny mind for emerging tech. Back in 2012, I bought bitcoin for £10 at a teller machine at a fintech event. I sold it for £2000 a few years later. I haven’t steeled myself to investigate how much it would be worth today. 

In 2014, I was awarded a place on a professional development programme for women working in digital. It rounded up with a visit to San Francisco tech companies, including Facebook, Google and Airbnb. I saw Mark Zuckerberg holding a meeting in his glass office but, as a fintech fan, I was more excited to meet the team behind Kiva (the micro lending app that helps underserved communities and the unbanked access financial services).

Taking all that experience in fintech and startups, I’m now immersed in marketing agritech business like vertical farming.

It all started with tiny basil plants, rooted in water, in a co-working space in King’s Cross. When I worked in London, my community garden plot nourished me. My local street market In Greece sells fresh, local food, often directly from the producers themselves. Herbs like bouquets of flowers, spinach with roots, carrots with the tops on. That feels good.

But these basil plants intrigued me – food grown indoors, in water, under LEDs. They seeded my interest in agritech. Vertical farming feels like a step in the right direction for local food production, grown close to the point of consumption. That basil seeded an idea to channel my energy into marketing this impact-driven technology.