I’m a freelance strategist with 15+ years across creative, media and consulting — solving brand, communications and innovation problems for global clients, from startups to Fortune 500s.
I believe strategy is most powerful when it isn’t labeled — when it can focus purely on the problem at hand. I want to solve the biggest and most unique of these.
I hold US and UK citizenship, so my definition of what is good tea has a wide temperature variance.
Beyond advertising, I’ve worked as a software developer and still code, as well as being a (self) published author of selling children’s books.
In case you were wondering, it’s a family name.
Freelance Strategist / Co-Founder
New Classic
2024-
Co-founding a strategic consultancy founded on the belief that strategy makes today’s brands into tomorrow’s classics.
We offer brand, creative, media and communication strategy for brands, startups, cultural sector and charitable organizations.
I’m available as a freelance strategist or I can bring in a wider network of talent and specialists through New Classic.
Chief Strategy Officer / Co-Founder
We Are Rival
2022-2024
Co-founding We Are Rival, a consultancy focused on helping brands successfully challenge markets and succeed in the long term. Founded on the belief every brand can be a challenger, but few possess the ability to grow and significantly rival a category. I worked with clients such as JP Morgan, Reebok, Unilever, Activision, RTGS.Global, SEGA, Q2, Superlink and others.
I created a toolkit for rival brands from brand positioning and planning, building impactful go to market strategies, designing insightful analytics and data architecture, through to up-skilling internal talent.
In addition, our software arm offers tools and data sources to identify opportunity, including our newest product, Curo, using share of search monitoring to track consumer demand and market changes.
EMEA Head of Strategy
VaynerMedia
2017-2022
Leading Strategy at VaynerMedia London, I was focused on growing the team and the agency through great strategic thinking – delivering team growth from a team of just myself to 20, helping to build an agency from 35 to 115 people and pitching and winning a range of clients across EMEA & Global, including: NatWest, UNICEF, TikTok, Heinz, Mettle, Shell, WeWork, Diageo and more.
My focus ranged from developing strategic infrastructure, thought leadership (appearing in Campaign, BBC News, CNBC, WARC and more), team development and new business.
Strategy Director
Cheil UK
2016-2017
As a Strategy Director at Cheil UK, I was responsible for planning across Samsung IM in the UK, which included mobile, wearables, VR & cameras. The scope of planning included ATL, BTL & retail work, as well as thought leadership on new technologies and brand activity.
Activity included product launches (the Samsung S8) and promotional activity (Christmas 2016 and wearables), as well as strategies for brand activation and refreshing the retail experience.
Senior Global Strategist
JWT London
2014-2016
While at JWT, I worked on global brand / communications planning for Shell Lubricants (Helix / Rimula / Rotella), as well as European strategy for Treasury Wine Estates (Lindemans, Wolf Blass, 19 Crimes, Blossom Hill, Penfolds & others) and Shell Fuels in the United Kingdom.
My role stretched from brand planning and creation through to creative and comms strategy, as well as working closely with the specialist shopper, content & digital teams.
Strategy Director
Mindshare UK
2008-2014
Leading strategy on a variety of clients, including Volvo, LG, BP & American Express. I worked across a variety of the agency’s divisions including the Strategy, Social & Business Planning teams, holding multiple roles simultaneously and contributing to greater integration for the agency’s product.
In addition, I helped to develop psychological and behavioural economic frameworks to guide agency thinking, built social network tracking tools and created digital strategic frameworks.
*All content and opinion on the site is not associated with the above companies unless expressly stated*