I’ve spent the last 25 years on a multitude of adventures in creativity, from the UK to New York to Amsterdam, working within global brands, NGOs and at some of the most revered creative agencies in the world. Lucky me.
I’m who you call if you need...
1. Culture‑Impacting Brand Leadership – Proven ability to lead global campaigns and platforms for ambitious organisations (especially in sport, entertainment and NGO sectors).
2. Transformative Leadership – Driving organizational transformation for teams of 5 to 200+, managing mergers, executing strategic roadmaps, growing revenues and rebuilding capabilities for the modern era.
3. Fractional /Project ‘gun for hire’ – Strategic 'Fixer' for C-Suite Leaders – Providing fractional leadership to solve operational bottlenecks, re-engineer brand strategy, or lead transformation sprints for agencies and global brands.
From C-suite and senior leadership roles at Seismic Foundation, 180 Amsterdam, Anomaly and Wieden + Kennedy to driving culture-shaping work for PlayStation, Nike, adidas, Umbro, Converse, Coca‑Cola, PepsiCo, Qatar Airways and UNICEF, I bring energy, clarity and direction to the teams and organisations I work within. You can see some of my work if you scroll below.
I’m a regular keynote speaker on the future of creativity and modern brand building at events such as OnBrand, Global Marketing Summit, and Creative Industries Summit MENA.
Here are some recent interviews, articles and thinkpieces:
I’m based in Amsterdam but a citizen of the world. If you’d like to chat about a project or collaborating to make something great happen, then please get in touch.
Strategic & Operational Re-engineering: Authored the "Force Multiplier" model, securing full Board approval for a new mission-driven direction.
Organizational Rightsizing: Executed a rigorous restructuring of the staffing model, transitioning to a lean core team of marketing specialists supported by a flexible specialist network.
Operational Excellence: Established a robust effectiverness framework to measure campaign cost-effectiveness, operational effectiveness and build a learning loop model to instituionalize knowledge.
Growth & Partnerships: Achieved key Q1 OKRs, including securing a new pipeline of high-value partners such as FLI, Encode, and CAIS, while supporting the rebuilding of critical donor relationships.
Brand Authority: Oversaw the delivery of a new Brand Book and content strategy to ensure all future output is optimised, distinctive and authoritative.
I authored the agency’s new strategic plan: repositioning, rebranding and retooling everything from our offer to our operating model. I was responsible for full P&L, pricing, productisation and investment priorities ensuring each account’s yearly plan combined commercial targets with a major focus on creative innovation - targeting opportunities in AI, social, digital and activations to push the creative envelope.
I also introduced radical collaboration as a core operating principle — galvanising teams internally and externally to fuel both organic growth, new business and breakthrough creative work.
The results and impact:
- 40% growth in our client roster in 18 months, with new global and digital‑first brands including Unilever, adidas, Philips, UEFA and Crocs.
- Shifted agency revenue mix from 20% to 50% social‑first/digital clients, while maintaining topline revenue.
- Doubled EBIT in a single year, through a new financial model and productised approach tailored to modern client needs.
- Integration of OmniAI tools to move at the speed of culture, and launching a new “content factory” model for brands needing always‑on ‘storyworlds’ across multiple platforms.
- Creative recognition at award shows for diverse categories including social, digital, partnerships, content and innovation in AI (including becoming Adobe’s AI Creative Agency Partner of the Year 2024)
The results and impact:
- Navigated two agency mergers (2018, 2021) and successfully grew the business 20% through the COVID pandemic.
- Elevated 180 into a top 8 agency by revenue across TBWA’s global network and regularly achieving over 16%+ EBIT.
- Launched specialist units 180 Thinking, 180 Design, 180 Make, 180 Social and 180 Lux to broaden the agency’s offering.
- Won and led numerous global client relationships including UNICEF, Qatar Airways, Asahi, PlayStation, Replay, Asics, adidas, Under Armour and Benetton — developing their global platforms and often activating high‑profile partnerships with the likes of FIFA, UEFA, F1, Rugby World Cup, FC Barcelona, Bayern Munich, Messi, Neymar, Stormzy and James Bond.
- Delivered over 20 major creative awards at Cannes Lions, D&AD, Clios, One Show, EPICA and EFFIES.
- Rebuilt People & Talent functions: overhauled hiring; launched free childcare for parents; created the 180 Apprenticeships programme to attract diverse talent from underserved communities; and founded the 180 Academy, including Preview — our growth and future‑skills platform.
- Oversaw a 90‑day business planning cycle and bespoke global operating models for clients to align financial and creative ambitions.
Throughout this period, I constantly evolved processes and culture to meet the demands of modern creativity — ensuring agility, inclusivity and innovation while keeping 180 a magnet for world‑class work and talent.
Key focus areas included driving the strategic, creative and production of campaigns for England, Manchester City, and performance football, while aligning markets around merchandising, product drops, and global go‑to‑market plans. I also managed major agency and partner relationships — from contracts and remuneration to integrated marketing models.
The results and impact:
- “Tailored By” campaign redefined football culture and won Sports Brand of the Year (2011) at the Sports Industry Awards, ahead of Nike, adidas and Under Armour.
- Delivered record sales of England and Manchester City apparel in 2009–10.
- Helped reposition Umbro as a culture‑first football brand recognised for creativity and authenticity.
I was also seconded to Manchester City FC, where I helped reshape the club’s brand and marketing operations to attract foreign investment. This new strategy directly supported the landmark sale to the Abu Dhabi Investment Fund, a move that transformed English football.
The results and impact:
- Delivered award‑winning, culture‑shifting creative work for Converse, helping establish it as a culture‑first brand within Nike Inc.
- At Manchester City, played a pivotal strategic role in one of the sport’s most transformational ownership changes.
The role demanded building and managing senior client relationships in multiple markets, directing large‑scale global productions, and uniting cross‑disciplinary teams across strategy, creative, digital and production.
The results and impact:
- Created and launched an iconic global brand platform, implemented consistently across 100+ markets.
- Earned top creative honours at Cannes Lions (Grand Prix), One Show and Clios.
- Drove the development and implementation of Coca‑Cola’s global partnerships with FIFA and the Olympic Committee.