Scaled the paid media practice through a run of successive new business wins and productisation of services, increasing revenue year-on-year for the past 3 years. The practice offers end-to-end media services to an array of UK and International brands across various categories, including; the public sector, luxury, automotive, travel and tourism, consumer electronics, technology, and private healthcare. Connecting and collaborating with various McCann Worldgroup and IPG agencies to bring innovative solutions to market. Currently building and scaling 2 x new practice specialisms, for Addressable Content and Brand Partnerships/Integrations.

Founded the paid media practice at McCann Demand. Building the proposition, initial product offering and pitching for business on a consultancy and retained basis, for UK and global clients.

Directed overhaul of the brand identity, identification, selection of agency partners, initial market research, audience segmentation and investigation into long-term media partnerships. Key achievement was the creation of a new brand identity; from brief, agency selection to the roll out across digital platforms and packaging.

Senior client lead for the automotive brand Infiniti, leading a multi-disciplinary team of 40+ in 12 European markets, plus led Clorox brand portfolio, Hasbro and Mitsubishi business.Responsibilities: o Senior client stakeholder management, evolving Infiniti’s $30M media investment from a traditional model into an integrated digital ecosystemo Leading Asia, Europe, Middle East and Africa market teams for Clorox brandso EMEA lead on Hasbro with regional team of 35+ and $50M media investmentKey Achievements: • Infiniti: o Grew digital revenue from $846K to $4.2M (+396%) o 4 X The Drum Digital Advertising Awards 2019 Finalist o Pioneered innovation showcase series; ‘The Tomorrow Series’, a key platform to position new solutions to the brands decision-makerso Created a data-driven media ecosystem; Broadcast media, audience strategy, content creation, dynamic creative ads and an affiliate program o Created ‘Kaizen’ culture and agile workflow to enable the personal development and excellence of output through collaboration across borders• Clorox: Creation of operating model to lead various brands and agency teams, developed training for programmatic and China media landscape• Hasbro: Development of new operating model with global team to enable agile talent resourcing across markets and Hasbro brand properties• Mitsubishi: Leading cross-functional agency team to create model playbooks EMEA

Launched Havas Media's integrated strategic planning and research unit in MENA and was the Global Senior Strategy lead on Dubai Tourism. Responsibilities: • Leadership of the communications planning process, evolution of the agency’s research offering and the launch of a digital and data vision • Dubai Tourism senior strategic governance across 50+ global markets and budget responsibility of approx. multi-million dollar media investment.Key Achievements: • Development of Havas Media’s first-ever dedicated strategy and insights unit • Co-creation of global digital media strategy for Dubai Tourism, hitting brand objective tourists (15M) in 2016• Educated clients on the role of organic marketing and pioneered content marketing for brands in the region, featured in Campaign https://bit.ly/3i3iLP1

Responsible for scaling MEC’s digital offering as the senior digital strategic lead for luxury brands such as Mercedes-Benz and Singapore Airlines.Key Achievements: • Member of first IAB Mobile Committee tasked with adoption of mobile marketing in South East Asia• Development of new services in content, performance, data & analytics• Asia focused thought leadership featured in trade press https://bit.ly/2S0ie66

Leading agency digital operations and senior digital lead for travel and luxury brands including The Ritz-Carlton, Renaissance, Marriott Hotels, Address Hotels, Jaguar and Land Rover.Key Achievements: • Winner of The Mobies 2013, Dubai Lynx Bronze for Ford and Land Rover and ‘Media firsts’ with Blippar AR (The Ritz-Carlton), Shazam TV (Land Rover) • Creation of digital training program for the agency, to deliver pipeline of talent

Joined MEC Middle East & North Africa based on the success at MEC GS, transferring across the network to head of up the Digital Display unit within MEC Interaction. After a short period at the agency and internal restructure, was given further responsibility to handle all digital planning and additional role handling regional agency leadership on Emerging Platforms. This culminated in official promotion in summer 2012.

Joined MEC’s Global Solutions division to work on the Paramount Pictures account , covering Asia Pacific, Latin America and Western Europe. Role focused on the management of media planning/buying across key partners, developing innovative solutions to new movie releases, reporting and analysis of each release and general account management. My management experience grew on this account covering direct reports and junior colleagues, widening of stake holder relationships (global client contacts, media and internal agency teams), and developing and maintaining senior client relationships at Vice President Level. Based on the nature of Paramount Pictures business, a key requirement focused on utilizing and incorporating new technology and innovation into each project, to ensure competitive advantage and top of mind during key film release periods. Strong performance witnessed by improvement in client relationship, growth of team to manage business and key role in their recruitment and management.