Rachel helps organisations close the gap between strategy on a page and strategy in practice. Most already know what they need to do, but getting people to act on it is the harder, messier problem, and that's where she focuses.
 
Her work draws on communications, engagement, creativity and behaviour science, in whatever combination the problem needs. A strategy that doesn't activate is just a document. So she uses innovative approaches to bring strategies to life and to help people see the part they play in making them real.
 
The career has been squiggly by design: corporate comms, digital transformation, public consultation, policy work, behaviour change, qualitative research, and even opera. The through-line is creative problem-solving and a genuine drive to leave things better than she found them. Much of her current work is in the New Zealand public sector, where organisations have strong thinking but often lack the activation muscle to turn it into results.
 
Rachel is also increasingly bringing AI and technology into the mix. Not as a novelty, but as a practical way to work smarter, unlock value from existing research and data, and free teams up to do the work they're best at, and that adds the best value. 
 
In her spare time, Rachel enjoys any excuse to be involved in theatre — performing, listening to cast albums, going to shows, or volunteering with local groups. She has adventures with her daughter (her most demanding and rewarding client yet) and husband, and hosts friends for relaxed dinner parties that more often than not end in board games. A music lover through and through, come summer, you'll find her at a festival or two, dancing in one of her homemade festival hats.