About
I started in media operations. The questions kept getting bigger.
I began where advertising actually runs: the operations underneath it. Trafficking, tagging, the unglamorous plumbing that decides whether a campaign does what the strategy said it would. It taught me something I have relied on ever since — the gap between what an organisation says it does and what its systems actually do is where most of the value and most of the risk sits.
From there I moved into measurement and marketing science: attribution at FARFETCH, custom bidding algorithms and attention-based buying across WPP and GroupM, and then global media operations at Diageo, where the brief included working out where AI genuinely belonged in how a large media function runs.
The more capable the systems became, the more the interesting question shifted. Not "can we automate this?" but "should we, and who is accountable when we do?" That is a philosophical question with an operational answer, which is roughly the space I now work in. I founded The AI Lyceum to pursue it properly — through conversations with researchers and practitioners, published work and things I build myself.
Today I advise organisations on practical AI adoption and operating models, speak and teach, write about responsible AI and media, and keep building. I am based in London.
Beyond work
Philosophy and history, long conversations, travel and physical training. Most of what I think about AI has come from arguing about older ideas with people who disagree with me.
Career
Where I have worked
March – September 2026
Diageo
Global Media Operations Lead / AI in Media Lead
Led global media operations and the practical application of AI within the media function.
July 2022 – June 2025
WPP / GroupM
Marketing science and custom algorithm leadership (Nexus, Xaxis)
One career chapter across successive organisational identities: custom bidding, attention-based and sustainable media work for global advertisers.
July 2021 – June 2022
FARFETCH
Global Marketing Technology Manager
Attribution, customer journey measurement and the marketing technology stack supporting global performance media.
March 2019 – June 2021
dentsu
Attribution and audience technology
Measurement, attribution and audience technology across client portfolios.
November 2017 – March 2019
ThirtyThree
Technology and ad operations
Ad technology and operations delivery.
March – November 2017
Publicis Media
Global advertising operations (Samsung)
Global advertising operations for the Samsung account.
April 2016 – March 2017
Manning Gottlieb OMD (Omnicom Media Group)
Media operations
Planning and operations within the Omnicom Media Group agency.
September 2015 – April 2016
Mindshare
Media executive (American Express)
Account work on American Express.
Selected brands supported during agency roles: Intel, Samsung, American Express, TotalEnergies, Ecolab, Aldi, Boots, IKEA, Subway, Audi, Emmi. These were accounts served through agency employment, not advisory clients.
Education
Study and credentials
Executive programme in AI ethics, regulation and compliance
Saïd Business School, University of Oxford · 2025
Certified AI Ethicist (CAIE)
Oxethica · 2025
Carbon literacy training
Nottingham Trent University · 2025
Industry
Teaching and contributions
Guest lectures on AI and marketing
Durham University Business School · 2023 – 2025
Founding contribution to the AI Working Group
IAB Europe · May 2024 – June 2025
Participant, Hacktivate and Forum
OpenAI · Invited participation
Invited to the Business Fellowship
Perplexity · Invitation
Attended an AI roundtable at the House of Lords
Business Reporter · Event participation
Have a question, a project or an idea worth exploring?
I read every enquiry myself. Tell me what you are trying to decide or change, and I will tell you honestly whether I can help.