London Area, United Kingdom
I’m a global marketing and brand leader with 20+ years’ experience across client-side and agency-side roles, spanning B2B, B2C, brand strategy, creative excellence, agency leadership, marketing operations and governance in regulated environments. At EY, I lead work at the intersection of brand, creativity, agency strategy and marketing transformation. I established and now lead the Global Brand Council, transforming how global marketing teams collaborate, shape value propositions, develop creative strategy, write stronger agency briefs and create impactful, on-brand ideas that support business outcomes. A core focus of my work is building a more distinctive brand through consistency in strategy and execution. Through senior oversight of priority projects, I help teams strengthen strategic alignment, improve creative quality and deliver work that supports brand and business objectives. I have also transformed how EY works with external agencies and vendors by creating and managing a preferred-vendor ecosystem across the customer lifecycle. This model organises agencies by specialist swimlanes, improves collaboration across internal and external teams, and optimises relationships, performance and commercial value. The approach has delivered millions of dollars in efficiencies while improving content quality, impact and speed. Alongside brand and agency strategy, I have led marketing operations transformation across fragmented global vendor processes, spanning procurement, legal and compliance within a highly regulated audit business. This included establishing a unified process and offshore support model that significantly improved transactional compliance. I’m also focused on responsible AI adoption in marketing and creative workflows. As brand lead for AI adoption, I have helped develop AI principles, provide brand oversight and support the integration of AI into internal and external workflows, including GenAI-enabled content delivery in a regulated, risk-aware environment. Earlier in my career, I led integrated campaigns and agency relationships for brands including National Lottery, Visa, Singapore Airlines, Toshiba, SEAT, Aquafresh / GSK and BNY Mellon. At Camelot, I oversaw a £50m+ marketing activation budget, led a 15-person internal agency team and restructured the in-house agency to reduce freelance costs by more than 50%. I’m at my best where brand, creativity, operations and commercial impact come together — helping organisations build distinctive brands, stronger operating models and more effective agency partnerships.
At EY, I lead work across brand strategy, creative governance, agency strategy, marketing operations transformation and responsible AI adoption within a complex, highly regulated global business.
Led campaign planning, integrated marketing activation, internal agency operations and external agency relationship for The National Lottery portfolio of brands, overseeing £50m+ worth of annual marketing activation.
Agency-side account leadership across global and regional brand campaigns, with a focus on financial services, travel, consumer brands and international market activation. Led Visa Inc’s first global marketing campaign in emerging markets, including integrated campaigns across travel, debit, credit, premium and global sponsorships including the Olympic Games and FIFA 2010 host-market activation in South Africa. European account leader for Singapore Airlines across 11 markets. Digital, shopper marketing and commercial lead on the Aquafresh brand.