Through lockdown and restructure, led a talented team of strategists across four UK offices. Part of the management team that has consistently met targets in tricky economic circumstances.Worked closely with dentsu’s Merkle to create an industry-leading and pitch-winning fusion of media, CX and innovation. Worked closely with the global team to develop a new strategy and planning process for Carat; successfully rolled out over the last two years. Part of a small cross-dentsu group establishing our business transformation consultancy. Included in Campaign’s list of the top ten UK media planners.A first-rate record in leading the strategy on new business: currently on a winning streak that includes, Direct Line Group, Molson Coors and Santander.

From 2011 to 2018 Chief Strategy Officer at WCRS. Part of a small leadership team which drove 40% increase in company revenue (whilst retaining margin) over this time period. WCRS entered the top ten UK agencies by billings, and stayed there for eight consecutive years.From 2016 promoted to (also) be CSO of DF, Engine’s social company. From 2018, promoted to CSO of Engine’s newly created Creative and Brand Experience division, an amalgam of seven Engine companies. Ultimate responsibility for leading a team of some fifty strategists, including brand, performance, channel, social, content and influencer specialists. Led the efforts that saw WCRS awarded Agency of Year at the Festival of Marketing in 2015. Won significant pieces of UK and Global business for Engine, including Warburtons, NOW TV, B&Q, King Games, Green Flag, Anchor Butter and Jägermeister.

Co-founded a company to create bespoke and high-quality games for brands. Created a wide range of innovative gaming experiences, including a global nine-month episodic Alternate Reality game for Reebok, one of the first Facebook games to support the release of an international film, and a major pan-European virtual world space for the retailer GAME.

Part of the agency management team, ran pitches, and worked across a broad remit of the agency’s business. Headed a department of about twenty planners. Guided the agency to Global Strategy Agency of The Year in the APG Strategy Awards in 2007. Led the strategy on clients including NatWest, Foster’s, PC World, Heinz, East Midlands Trains and Lucozade.

Part of the three-strong management team, running and building an integrated, DM-led agency of 30 people. Gave me my first leadership experience at a management level, and helped build my DM and CRM skills. Worked across most of the agency clients – including pitching and winning GNER, IPC magazines, Premier Travel Inn, and Telegate. Achievements include defining the GNER service charter and brand, which helped GNER re-win a hotly contested franchise bid to run the East Coast railway from 2005.

Joined as a graduate trainee strategist; promoted to the board in 2001. Ran the Volkswagen account during a golden age for Volkswagen communications – working on both UK-led and pan-European campaigns. Wrote the strategy on Polo (“small but tough”), New Beetle (“fun on the outside, serious underneath), and VW Diesel (“don’t forget it’s a diesel”). Wrote an award-winning APG paper for the launch of New Beetle, and an IPA Effectiveness paper that won the Special Award for Most Consistently Effective Advertiser. Volkswagen communications generated £2bn in extra revenue. Worked across Walkers crisps at the inception of the Lineker campaign. And Budweiser, Kraft and Legoland, amongst various others. Wrote an Award winning IPA Effectiveness papers for Bud Ice.