Twisted Toast was launched on 1 April 2011. Fast forward exactly 15 years and on 1 April 2026, I formally joined the team.
Coincidence? Possibly. But it does feel like a slightly suspicious full-circle moment.
I grew up on the sidelines of Twisted Toast. When it first started, I was still a kid, so I was not exactly sitting in on strategy meetings or reviewing creative concepts. It was always part of the world around me, even if I didn’t fully understand what happened behind the scenes. I knew Twisted Toast was the family business, what I did not know was that I would one day become part of it.
After finishing my studies in 2023, I thought my path was heading in a completely different direction. I studied a BSc in Conservation Ecology, so I expected my future to involve ecosystems, environmental work, data, and probably a lot more sunscreen than screen time. Marketing was not exactly part of the original plan. But somehow, here I am. And the strange thing is, it actually makes sense.
Science teaches you to observe, question, analyse, and understand systems. Marketing, I have learnt, requires much of the same thinking. The “ecosystem” is just a little different. Instead of studying plants, rivers or landscapes, I now look at brands, audiences, client needs, campaigns, and the occasional brief that asks for something to be “fun, premium, simple, bold, clean and eye-catching” all at the same time, much like the nature around us.
Joining Twisted Toast has been quite a learning curve. At times it has felt fast paced and challenging, but I have really enjoyed the process. I have learnt a huge amount in a short space of time. Client communication, creative briefs, social media content, campaign thinking, reporting, websites, digital advertising, and design development have all become part of my daily world.
What I enjoy most is how much variety there is. No two days feel the same. One moment I am helping turn a client request into a clear brief for the design team. The next I am trying to make a report sound like it was written for actual humans, not a spreadsheet. Then suddenly we are discussing different types of projects, creative directions, digital platforms or how to make a piece of content feel more engaging without overcomplicating it.
It has also been interesting learning how my scientific background fits into the marketing world. I naturally like structure, simplicity, and logic. I like understanding why something works, not just that it looks good. At Twisted Toast, I have started learning how to combine that way of thinking with creativity, instinct and experience. Good marketing is not just about making things attractive. It is about solving the right problem, saying the right thing and making sure the message lands with the right people.
Being part of the family business has also made the experience more meaningful. I never really imagined myself working here, but now that I am, I understand the level of attention and effort that goes into everything we do. I have also been fortunate to receive guidance from my mom, Kim, and Louis, who both bring years of experience in the industry. There is pressure, of course, but more so the excitement and eagerness to contribute to helping build and grow the business they have built over the past 15 years.
Looking ahead, I know the industry is changing quickly. AI, automation, and digital platforms are reshaping how marketing works almost every day. That can feel intimidating, but it also feels exciting. I think the people who will grow with the industry are the ones who think clearly, adapt quickly, and still understand the human side of communication.
That is where I see myself going. I want to keep learning and evolving with the industry I have become a part of. I may not have expected to end up at Twisted Toast, but I am glad I did.
Turns out, watching from the sidelines was just the warm up.
