London, England, United Kingdom
As the future hurtles towards us, I help people understand change and take advantage of the opportunities it offers. I use my background in strategy combined with a deep understanding of technology to transform marketing teams for the future. I create inspiring visions, high impact pilots and change programmes that unlock new opportunities, increase productivity and reduce costs for non technical marketing teams. Highlights • Led Meta (FB-IG) teams that helped the world's biggest advertisers transition to mobile and social marketing. • Ran Innovation labs at American Express, exploring new ways of acquiring customers, driving spend, and innovating in loyalty. • Managed strategy teams for the world's largest automotive brands at digital agency AKQA as the purchase journey shifted online. • Transformed Adidas' approach to social, enabling real-time newsrooms to activate brands in key cities • Unlocked powerful marketing transformation programmes for challenger brands and global companies through my consultancy Deft. • Trained over 1000 marketers in AI capabilities through Deft SuperHeroic. • Taught transformation for Hyper Island across Europe, Led the IED Advertising Masters course in Madrid, presented on stage at Cannes and judged the Euro Effie awards.
Founded Deft to unlock the value of AI for global marketing and sales teams. • Partner with global brands to rapidly integrate AI, driving measurable outcomes and efficiencies. • Provide hands-on, tailored training programs, embedding AI competence directly into client workflows. • Deliver rapid AI-driven transformations, from quick-win pilots to strategic, enterprise-wide implementations. • Empower teams through a practical, people-first approach, accelerating adoption and boosting performance from day one.
Led Meta (FB-IG) teams that helped the world's biggest advertisers transition to mobile and social commerce. • Managed Global Client team of largest advertisers including Adidas, L’Oreal, Unilever, Heineken & VW. • Partnered with Sales and Marketing Science to build evidence based strategies that increased creative effectiveness • Interim Director of EMEA regional team of 35 FTEs, helping talent succeed in fast moving matrix business.
Founded digital transformation consultancy providing marketing strategy, product innovation and digital transformation. • Clients included Adidas, Telefonica & Addison Lee. • Transformed Adidas' approach to social, enabling real-time newsrooms to activate brands in key cities • Exited business to join Facebook.
Digital strategy and transformation role across international markets for the proprietary consumer business • Disruptive Innovation remit covering innovation, transformation and multi-year digital strategy. • Ran Innovation labs across three international teams, exploring new ways of acquiring customers, driving spend, and innovating in loyalty. • Embedded labs ways of working including agile sprints, product prototypes & lean methodologies.