Selected work
Commercial work, with the contribution made clear.
Each of these was team work. What follows describes what I was responsible for, what we did and what changed — without borrowing credit or rounding figures up.
FARFETCH
2021 – 2022
Rebuilding attribution around the customer journey
Connecting marketing technology, measurement and the customer journey for a global luxury marketplace.
WPP / GroupM
2022 – 2025
Custom bidding, attention and sustainable media
Building custom algorithms that optimised programmatic buying towards attention and lower-carbon inventory rather than cheap impressions.
Diageo
March – September 2026
AI inside a global media operation
Leading global media operations while defining where AI could genuinely help the people doing the work.
Independently built tools and experiments are kept separate. See projects.
Have a question, a project or an idea worth exploring?
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