Let’s dive right in. What about your job do you find most fulfilling?
Mainly the variation! From meeting new clients and learning their stories to nurturing long-lasting relationships with existing ones, no two days are the same. We essentially become an extension of people’s teams, and the projects vary so much, which I find genuinely fascinating.
I particularly love working with start-ups and joining them at the very beginning of their journey. And without sounding too smug, the work our team produces is next level. It makes a PM’s job so much easier knowing that whatever we present - whether it’s a new brand, a website, a pitch deck or even a simple document - I can always feel very proud of the quality.
After travelling for so many years, what was it about Potting Shed that appealed to you?
One thing was certain: if I was going to move back to Jersey, I needed to find a role in the creative industry. Thanks to my mum, who spotted the ‘Control Freak’ job ad online and sent it to me, I was instantly intrigued - I didn’t even realise agencies like Potting Shed existed in the Channel Islands!
After my first interviews with Tom and Ed, the way they spoke so proudly about Potting Shed instantly made me know I wanted to be part of it. Now I get to do the same - sharing our story with new clients or people interested in joining the team, and talking about the family-feel culture we’ve built and love.
What does a day in the life of Keelie look like?
Wake up early (a bit earlier than I’d like to, thanks to my energetic son!). Nursery drop-off, then into the studio bright and early. I usually start by looking at my ever-growing to-do list: tick one thing off, add three more… and so on.
In reality, my day is a mix of diving in and out of various projects, meeting our lovely clients over a coffee or a call, and strategising, planning and briefing work to the team - basically doing whatever’s needed to keep everything running smoothly and on time.
And whenever I manage to find a pocket of time for myself, I love to get out for a run.
Earlier this year, you ran in the London Landmarks Half Marathon. What’s your biggest takeaway from the whole experience?
Whilst the event itself was incredible, my biggest takeaway was actually how much I enjoyed the build-up and the challenge of training. Having a goal to work towards really helped me stay consistent - so much so that I signed up for another half-marathon straight after!
Get yourself signed up to something and enjoy the whole journey.
If your job had a tagline, what would it be?
Bringing order to creativity, one polite nudge at a time.
How has the creative industry, and subsequently your role, evolved since you began?
There’s no denying that technology has evolved at a rapid and slightly scary pace, and AI continues to blow my mind. At Potting Shed, we use AI to streamline certain processes, but we’ve found it works best when paired with traditional craft. Maintaining that human touch is essential!
A major shift in my role came during the pandemic. It forced a new level of human connection and made businesses truly appreciate the importance of their brand. Since then, we’ve led far more brand strategy projects, bringing key stakeholders together in one room to talk openly about their brand, their “why,” and how they want to be perceived. It’s a really rewarding part of the job - helping teams align and gain clarity on what their brand stands for.
Now, word on the street is that you’ve attended the Burning Man music festival… can you share some highlights?
Burning Man is like another universe, where money exchange doesn’t exist. Imagine thousands of ‘camps’ where everyone brings something to give - free fruit, snacks, crafts, free mojitos! You cycle everywhere around the desert, on your DIY decorated bike, usually consisting of lots of fairy lights; visiting super creative art cars that act as lots of scattered out stages, playing their own music.
When a sand storm hits, it looks like a scene from Mad Max with everyone in their goggles and snoods covering their mouth! Highlight for me was a moving gig, where we joined hundreds of other cyclists following a DJ performing a set on a huge moving stage. A wild and wonderful place!
And to conclude this adventure-filled Shed Session, if you could only go back to one of the places you’ve visited, which would you choose?
Port Barton in the Philippines. My husband and I hired some kayaks with a Canadian couple we’d met, and local fishermen towed us out to a tiny nearby island where we camped for a couple of nights. We snorkelled early each morning - with turtles! It feels like a distant dream now.
I recently spoke to someone who visited Port Barton and was so pleased to hear it’s still pretty untouched.