I started in graphic design, moved through art direction and agencies, and spent the last 18+ years working across branding, advertising, digital and technology.

I've worked across automotive, beauty, financial services, pharma, consumer electronics, CPG and entertainment. Different categories, different problems, different technologies. The approach stays pretty consistent.

Get into the problem. Ask better questions. Find the human insight. Make the complicated simple. Build the idea.

I'm comfortable starting with a blank page, shaping the thinking in a room, pitching the idea, leading the team and staying close to the work through production and launch. If the job needs an individual contributor, I'll get back into the work myself.

I've always had to learn what comes next. From early digital and interactive work to social, commerce, live experiences, emerging platforms and now AI. If I don't know something, I learn it. Then I work out what it makes possible.

At Amazon, I spent 11 years progressing from Senior Visual Designer to Creative Director across the UK and EMEA. I helped create nine global-first formats, launched Amazon Live in Europe and worked with brands including Samsung, P&G, BMW, Pepsi MAX and Microsoft.

Across my Amazon Ads career, my work influenced £42M+ in sold revenue. In my final period alone, I was attached to £28.44M across 153 opportunities, alongside measurable campaign growth including +166% for P&G and +32% sales uplift for Samsung.

The work has won and been recognised by Digiday, Drum, Media Week, Webby and PIAF.

I like difficult problems. New technology. New products. New ways of getting people to care.

The technology changes. The job doesn't.