Advisory
Context before technology.
Most AI programmes do not fail on the model. They fail on the operating model: unclear ownership, processes that were never designed for it, and pilots nobody can hand over. I work on that part.
What I help with
Problems I can help you solve
01
Where AI can actually create value
Identifying the handful of places where AI is worth the effort in your organisation, and defining a sensible first experiment with a real owner and a clear test.
02
How people, process, data and AI fit together
Designing the operating model around the technology: who does what, what the data has to support, where review happens and how decisions get made.
03
Media and marketing workflows
Improving how media and marketing work is planned, measured and optimised — including attribution, custom optimisation and the operations underneath.
04
Responsible AI that people can use
Turning principles into ownership, review practice and day-to-day habits, so responsibility is something the work does rather than something a policy claims.
05
Prototypes and what deserves to scale
Building working prototypes quickly, then evaluating honestly which ones should become part of how the organisation runs.
Formats
How we can work together
Focused diagnostic
A short engagement to assess where you are, what is realistic and what to do first. Output: a written assessment and a prioritised starting point.
Strategy and operating model
A project to define the approach and the operating model around it. Output: the strategy, the operating design and a sequenced plan.
Team workshop
A working session with the team who will do the work. Output: shared understanding, a prioritised use-case list and agreed next steps.
Ongoing advisory
Regular sessions supporting a leadership team through adoption. Output: continuity of judgment as decisions arrive.
Scope, timing and fees are agreed case by case. I describe intended outputs, not guaranteed returns.
Evidence
Where this comes from
This is not advice assembled from reading. It comes from leading global media operations, building custom optimisation that actually ran in buying platforms, rebuilding attribution for a global marketplace, and defining where AI belonged inside a large advertiser's media function.
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.