About

"I’m a seasoned digital and technology entrepreneur with over 25 years of experience scaling brands, launching disruptive platforms, and building high-performance media teams. My work spans e-commerce, adtech, and AI-driven marketing, always focused on commercial outcomes and long-term scalability.

As a pioneer in AI-powered in-app advertising, I’ve led the development of advanced strategies for audience targeting, dynamic creative, and real-time optimisation, transforming how DTC brands grow through mobile media.

Beyond in-app, I’ve driven paid media and programmatic growth for global brands, including leading pan-EU advertising for Amazon and managing one of the UK’s first £1M+ Facebook accounts. I co-founded one of the first independent agency trading desks in the UK and built a performance agency from a two-person startup into a 120-strong operation.

In the Shopify space, I launched Trader AI — an attribution and analytics solution that gives merchants clarity on customer journeys and the insights to improve conversion, ROAS, and scale.