Introducing human-centric brand behaviours and communications across Qatar Airways, Hamad International Airport, Qatar Aviation Services and Qatar Duty Free through insightful B2C and B2B global brand strategy and messaging architectures.

Bringing Fujifilm's new Brand Purpose to life through a pioneering Global B2B Brand Campaign that communicates its corporate ideology through profound social actions that will create better outcomes for early-onset cancer patients and their HCPs.

Brand custodian of priceless across all B2C, B2B & B2G communications in 24+ markets as part of the team behind 'Where to Settle' which was awarded a Titanium, a Grand Prix, two Golds, two Silvers and three Bronzes at Cannes '24 as well as a D&AD Black Pencil - but which, more importantly, gave many displaced Ukrainian people hope and the chance of a new start.

Co-founded IPG-X, MWG's Luxury Brand Agency, where I created the global brand strategy that will help transform Bentley from being the world's leading manufacturer of W12 ICE engines to becoming the world's number one sustainable luxury mobility brand.

Strategic leader of trans-atlantic Barclays account.

Strategic leader of Global HSBC account.

Department Head & Lead Strategist.Creation and leadership of Worldwide Planning Department team responsible for global strategy development across all centralised Mindshare WW clients including Nestle, Kimberly-Clark, Rolex, HSBC; quality control of strategic output on all local Mindshare clients across EU22 markets.Development of Mindshare’s proprietary global planning framework, creating Global Intranet Hub and running the accompanying European roll-out programme.Responsibility for key outputs across Mindshare process, working with Insights, Analytics and Invention teams to ensure upholding of strategic integrity at all stages.

Led integrated Planning Dept. comprising strategists from Ogilvy, Wunderman & Mindshare.Developed and led channel-agnostic Planning Team from Ogilvy planning team, Wunderman digital strategy team and Mindshare Media Team; created and established agency/client planning process. Member of Global Planning Team responsible for delivering launch programmes for all-new global Fiesta, Focus, Mondeo, Kuga, Transit. Led development of global brand essence and architecture for Ford Motor Company.

Strategic lead on clients including Kimberly Clark, Mars, Dyson, Wilkinson Sword at the original (and best) strategic communications agency during its golden years.Kimberly ClarkSaved the Andrex puppy (!!) by convincing KC it needed its own digital 'pawsonna' to gain relevance amongst younger consumers, rather than a replacement communications vehicle*Mars PetfoodDeveloped communications programs for JointCare and Dentastix which enticed dog owners to adopt new behaviours for the sake of their pets' health rather than simply promote product benefits.DysonWorked with Sir James Dyson's product development team to identify potential global audiences for, and product positioning of, a new technology they'd invented but were unable to commercially leverage.Wilkinson SwordCreated new strategic communications approach for entire razor portfolio, shifting investment emphasis away from year-round men's products to support seasonal women's product range where 'first spring purchase' generates most revenue from subsequent blade and foam purchases.*I take no responsibility for the animatronic canine subsequently created by my current employer!

Strategic Guardian of RAC / Norwich Union. Brand Development StrategyDeveloped RAC brand essence and framework, then created RAC’s three-year brand strategy plan.Brand Guidelines & Corporate IDCreated and produced RAC tonal and visual brand guidelines, with responsibility for rollout and ongoing management of Corporate ID.Brand ManagementResponsible for management of RAC brand across all product sectors and channels, with particular emphasis on strategic development of new products and consistency of Corporate Behaviours. Internal Brand CommunicationDeveloped and implemented Internal Brand Engagement Programme aligning corporate values and behaviours with new Brand Essence, which was disseminated across entire business from Aviva plc Boardroom to RAC Direct Insurance Call Centres.

General Motors (Vauxhall & Saab), Stella Artois, Unilever.