I work with clients, brand consultancies and agencies on a range of strategic challenges, including things like: Mission, Purpose, Positioning and Personality - when brands are ready to take a big step forward, or have found themselves taking too many steps back, I help chart a new path for them by defining who they really are, why they exist, what value they offer, and what new actions they should take to bring this all to life.Brand Portfolio Architecture - companies with a strong innovation ethos or a growth strategy built around M&A often get to a point where they realize they have a mess of individually great offerings but no coherent system for brand building. I untangle this mess and create systems that ensure they are building the right brands, at the right levels, into which future innovations and acquisitions can slot in seamlessly.Creative Strategy - for agencies working on pitches, new clients or just a new brief, I help creative teams narrow in on what problem the work should solve, and what interesting truth and tension the work could shine a light on. I also do a lot of campaign planning and journey mapping.Internal Ops - for start-ups and smaller agencies wondering how they could work smarter, be a better place to work and avoid being just another agency saying and doing the same old things, I use my experience with scrappy, highly creative agencies to help leadership teams develop new processes and behaviors they can adopt to attract and retain talent, and significantly improve strategic and creative output.Categories incl: Streaming, Gaming, Apparel, Sport, Automotive, Travel & Hospitality, Olympics, Consumer Tech, Crypto, Finance, Edtech, Energy, Health & Wellness, e-commerce, CPG, Grocery.

Led strategy team and member of the 5-person senior management team of one of the very best design-led creative agencies in the business.+ Established the NY strategy offering, developing and implementing our philosophy and processes+ Led various Purpose, Positioning, Architecture, Comms and Design strategies for a range of brands including Burger King, Popeyes, ABI, Kraft-Heinz, Baskin-Robbins, airbnb, Hilton and set brand and business vision for two major American sports teams+ D&AD’s Design Agency of the Year 2018, 2019 and Most Awarded Design Network in 2020.

+ American Express - led global strategy across the entire business+ Primrose Schools - brand positioning and brand idea. First national TV campaign.+ oneworld - led strategy for full global rebrand and content suite for the airline network+ Starbucks - strategy lead on major revamp of its class-leading loyalty program Starbuck Rewards

Strategy and innovation company doing business, brand and marketing strategy and innovating new products, business models, retail experiences and more.Led global brand and comms strategy on YouTube, their largest client, helping transform them from a library of random videos into a cultural force by developing: + The company’s global mission, adopted by the CEO Susan Wojcicki+ The brand architecture, naming and design strategy as they expanded into music, gaming and kids sub-brands and the Red subscription service+ The hugely successful global communications strategy for ‘Beacons’, which has transformed how creators are seen by advertisers, culture, and most importantly, YouTube themselves+ The launch strategy for each sub-brandAlso: global retail strategy for Infiniti and co-created brand, portfolio architecture and naming strategy for IBM's Cloud, Analytics and Sales divisions

I headed up the strategy team and was part of the senior management team as we grew from a three-man service office working on Burger King's big European markets, to a full-service office of 50-odd people with some great clients and a whole stack of successful, award-winning work. Along the way, I spent two and a half years in Gothenburg, establishing our strategy offering there and acting as a kind of CP+B cultural ambassador after we acquired the digital hotshop Daddy. In my time at CP+B, I led strategy for all our new business efforts as well as the brand and communications strategy for our largest clients:+ Burger King UK, ES & DE+ Milka Global + Ubisoft Global (Just Dance 3 & Far Cry 3) + Paddy Power UK & IT

+ Axe/Lynx Global & Europe+ Johnnie Walker Global+ Vodafone UK & Global+ AEG Europe+ Zanussi Europe+ Dunlop Tyres Europe

+ Campbell's Grocery Products UK (Cup-A-Soup, Super Noodles, OXO, etc)+ Honda UK+ COI Police Recruitment+ COI Child Tax Credits+ The NFL

Nestle Foods UK H&M UKPanasonic UKSouthcorp Wines UK (Lindeman's, Rosemount Estate, Penfolds)Travelocity.co.uk

BT UKBMW UK