I head our growth consulting practice, focused on next generation loyalty propositions, modern promotion strategies, and subscription and adjacent business models.Our integrated EPAM Continuum business and experience consulting covers market opportunity analysis, proposition concept research and design, commercialisation and P&L planning, capability strategy including build/buy/partner decisions, digital platform selection, product roadmaps, running pilots, and go-to-market management for scaled launches. With the engineering capabilities of EPAM in digital products and data - we make real the strategies that unlock demand generation, margin expansion and new revenue streams.

As a Principal Director within the Growth & Corporate Strategy practice I led engagements with clients across consumer sectors, spanning retail and products sectors, including private equity portfolio interests, also extending into travel, telecoms and financial services industries. Work often included developing market entry/expansion strategy, defining new products/services, scenario analysis, creating value cases, assessing feasibility, attaining board level investment approval, and planning execution approaches (including M&A and partnerships). After several years working on loyalty related strategy briefs, I formed the loyalty strategy service offering, provided specialist executive advisory, led thought leadership, and manged collaboration across the network of Accenture services and agencies in the loyalty space.

Selfless is a social enterprise and charity. I co-founded the organisation's ventures backed by social investment, progressed through accelerator programmes, and a VC backed spin out. Today, I serve as a Non-Executive Board Member and Trustee.