I've spent over twenty years in digital marketing and ad tech asking the same question: what actually works, and why?
It started in search — a specialist and then team leader for performance marketing clients across UK Retail, Telecoms, and Travel. Years of building campaign effectiveness frameworks, measuring what the money actually does, and being accountable for the numbers in sectors that don't tolerate vagueness. Then to Mindshare, where I led paid search and paid social as an integrated performance marketing discipline across £65M of billings and some of the UK's biggest brands.
That foundation is what I built everything else on. When I moved into global leadership roles — first at Google, leading new business development across EMEA Emerging Markets, then Microsoft where I ran the world's largest agency holding group relationship globally for seven years (Microsoft AI organisation), then The Trade Desk as GM Global Agency Development — I carried the analytical discipline into commercial strategy and partnership architecture. The rigour didn't disappear. It changed the questions I asked. I've worked across NA, EMEA, and APAC, building things in actual markets rather than directing them from the centre. That regional depth — understanding what works in London and why it doesn't always work in Paris, or why a model that scales in NA needs rebuilding for EMEA — is a specific kind of knowledge that I bring.
What I've found is that the most interesting problems are almost always translation problems. Between what the data shows and what an organisation is willing to hear. Between what a strategy document says and what a team can actually execute. Between the language of performance and the language of growth.
That's what I do. I translate.
What I bring
An analytical foundation that most senior commercial advisors don't have — built over years of performance marketing, campaign effectiveness, and data-driven planning before the strategy work started. Commercial rigour that comes from understanding how marketing actually generates outcomes, not just how to talk about it.
The ability to hold a room of 300 stakeholders and a one-to-one conversation with equal ease. Fluent in three languages: English, Spanish, and Russian. A track record of building things from scratch — teams, functions, frameworks, partnerships — and leaving them better than I found them.
Direct experience of the values-based work that matters to many of the organisations I want to work with. Elected co-leader of a 220,000-person organisation's LGBTQ+ employee resource group. Not as a title — as 15% of every working week for three years.
How I work
I'm direct. I will tell you what I think, including when I think the strategy needs to change. I work best with people who want a genuine perspective, not a comfortable one. I'm thorough — I don't put my name on work I haven't thought through properly.
I work remotely, globally, and on my own schedule. Which means I'm available when you need me, not just when the office is open.