Helping organisations to find the story beneath the noise.
I am a senior PR & communications leader offering strategic guidance, narrative development, high-impact execution and trusted advisory support for organisations that need credibility, trust, clarity and momentum.
I help organisations tell their stories in ways that actually matter. With experience spanning the energy, sustainability, technology and non-profit sectors, I've learned that great communications isn't about jargon or press release templates; it's about understanding what you're trying to achieve and finding the clearest path to get there. — Alex Tobin
An overview of my services
Strategic communications that connect to real business goals.
Whether you're navigating a tricky transition, launching something genuinely new or trying to get the world to pay attention to work that matters, I'll help you figure out what to say, who needs to hear it and how to break through the noise.
Media relations that go beyond spray-and-pray.
I've been on both sides of this equation – as a journalist and as the person doing the pitching. That perspective matters. I know which stories journalists actually want, how newsrooms really work and how to build the kinds of relationships that lead to meaningful coverage, not just ink.
Executive positioning for leaders who have something to say.
If you're sitting on genuine expertise and insights, let's get you in front of the audiences who need to hear from you. Through strategic media work, speaking opportunities and smart content, I help executives become the voices their industries turn to.
Editorial strategy and content leadership for organisations that want to own their narrative.
I've led editorial teams and built content programmes that people actually read. If you're producing research, launching a blog or trying to establish thought leadership, I can help you do it in ways that don't put your audience to sleep.
Crisis and issues management when things go sideways.
Because sometimes they do. When that happens, you need someone who can think clearly under pressure, who understands what's at stake and who can help you respond in ways that protect what you've built. I've helped organisations prepare for worst-case scenarios and navigate them when they arrive.
Finding a mutual focus
Sustainability and climate
I've worked at Vattenfall, Fastned and The Ocean Cleanup – three very different organisations all working on aspects of our environmental future. I understand the specific challenges here: explaining complex tech without dumbing it down, building support for necessary changes and maintaining credibility in a landscape where everyone claims to be green. If you're doing real work in this space, I get it.
Technology and innovation
Tech communications often falls into one of two traps: either it's incomprehensibly technical or it's marketing fluff that says nothing. I help technology companies – from startups to established players – find the language that makes innovation accessible without losing what makes it interesting.
Non-profit and mission-driven work
Purpose-driven organisations face a particular challenge: you're trying to change the world with a fraction of the resources your corporate counterparts have. I've been there. I know how to make limited budgets work harder, and how to turn mission and impact into stories that earn attention.
How we’d work together
I work directly with leadership teams – either on an ongoing basis for strategic counsel and execution, or for specific projects when you need focused help. Think of me as an extension of your team – whether I'm your first communications hire or working alongside an established function.I've led editorial teams and built content programmes that people actually read. If you're producing research, launching a blog or trying to establish thought leadership, I can help you do it in ways that don't put your audience to sleep.
What that typically looks like
Developing strategies that actually get implemented (not gathering dust in a deck), leading media campaigns that generate real coverage, building or strengthening your communications team, preparing for crises before they happen, establishing your executives as credible public voices or stepping in during transitions when you need senior communications leadership fast.
A little bit about me
I've spent my career moving between different worlds – corporate communications, non-profit PR, journalism, even a stint advising a US senator. Each of those experiences taught me something different about how communication actually works.
At Vattenfall, I was part of the team helping a major energy supplier navigate the transition towards sustainability. At Fastned, I built the communications function for a fast-charging company trying to convince Europe that electric mobility was the future. At The Ocean Cleanup, I led PR and media for a non-profit tackling one of the world's most visible environmental challenges. Before that, I ran the editorial function at RaboResearch, where I learned that even banking research doesn't have to be boring.
I've also worked as a journalist, which fundamentally shaped how I approach communications. My writing has appeared in The New York Times, The Economist, The Guardian, The Atlantic, Monocle and on BBC Radio 4, among others. Being on that side of the table – pitching editors, chasing stories, deciding what's actually newsworthy – taught me what journalists need and what makes them hit delete.
This mix of experiences means I understand how newsrooms think because I've worked in them, how to build communications teams because I've led them and how communications connects to broader business strategy because I've seen what happens when it doesn't.
Why we might work well together
I've actually done the work. I'm not a theorist. I've built communications strategies and then executed them. I've pitched hundreds of journalists, managed crises, built teams and delivered results.
I think internationally but work locally. An English native speaker based in the Netherlands, I have lived and worked across multiple countries. I bring a global perspective while understanding that every market has its own logic and rhythms.
I do strategy and execution. Need someone to figure out the big picture? I can do that. Need someone to actually write the thing? I can do that too. Most projects need both.
I care about the work itself. I'm particularly drawn to organisations doing things that matter – whether that's advancing sustainability, building genuinely useful technology or creating positive social impact. If what you're doing is important, let's talk.
Contact
Let's have a conversation about what you're trying to achieve and whether I can help you get there.
I work with clients across the Netherlands and internationally. Whether you need ongoing support or help with something specific, I'd be happy to learn more about what you're working on.
Drop me a line, and we'll set up a time to talk. I'll learn about your organisation, understand what you need and share honest thoughts about how I might be able to help.