My career began in television, working at ITV in the marketing department. I switched agency side working as the first ever strategist at CIA Medianetwork (now MEC). Joining strategy consultancy Michaelides & Bednash, I sharpened my strategy skills and was promoted to Partner.

Working with C4 I developed launch strategies for a number of new TV channels and programmes including Five, FilmFour, E4 and Big Brother. In 2001 I developed a strategy to help C4 bring cricket to a new generation that went on to win the Grand Prix at the Campaign Media Awards.

In 2003 I was asked to join Aegis Media to launch a new agency Vizeum as their Head of Strategy and Joint Managing Director working with clients such as Coca-Cola, BMW/MINI, Carling and 20th Century Fox. After five successful years of growth I left to set up Communication Strategy at creative agency Mother working with clients like Stela Artois, Ikea and Sky.

In 2012 I returned to media as Chief Strategy Officer at Mindshare for 6 years before joining RocketMill as CSO in 2019 to lead the development of Strategy. I live in the city of Brighton with my wife, four boys and our dog.