Marketing Strategist | Data Obsessive | Problem Solver | Occasional Raconteur
Staying ahead demands more than just experience—it requires foresight, agility, and a deep understanding of the forces reshaping industries. My career has been built on harnessing the power of data, guiding organisations through digital transformation, and crafting strategies that embrace emerging technologies like AI while always keeping the human element at the forefront. From empathy-driven leadership to navigating the complexities of AI-driven decision-making, I believe in a future where a lifelong love of perpetual learning and strategic foresight are the cornerstones of success.
Great marketing isn’t about the data you have; it’s about the stories you tell with it.
Origin Story
Before I ventured into the world of data analytics and marketing, I spent several years as a mountaineer, surveillance and reconnaissance specialist in the Royal Marines 3 Commando Brigade. I had the opportunity to ply this trade at home and abroad, undertaking several operational tours. During this time, immersion in the collation of information, analysis, insight extraction and report generation, along with the use of cutting-edge technology, paved the way for the next stage. Although not seemingly apparent then, the transferrable skills were abundant.
In digital marketing, data isn’t the answer—it’s the question. The answer lies in what you do with it.
Work
I have most recently spent several years in the independent education sector, alongside advising the Home Office and related staff on communication approaches for a national strategy.
As Head of Digital at King’s College, I oversaw a period of significant digital transformation and growth. I nurtured the marketing capability from a somewhat ‘analogue’ position to one of the most forward-thinking digital teams in the UK. Highlights included:
- Increasing digital campaign ROI by 220% and cutting CPA by 65% across UK and international verticals.
- Achieving 5x increase in lead generation and 80% improvement in campaign efficiency.
- Leading multiple marketing and sales process redesign and implementation projects.
- Managing a flagship film project from inception to delivery over a six month period.
- Overseeing a significant change management, brand merger and revitalisation project.
- Pioneering generative AI transformation and policy implementation.
- Responsibility for numerous marketing and other cross-contextual budget lines.
- Implementing custom software solutions for safeguarding, boarding houses and the Admissions process.
As a not-insignificant aside – I also led a team that won multiple national awards.
Back in 2008, I solely bootstrapped a highly-successful digital marketing company from the ground up. In this directorial role, I had the good fortune to work with a global client base. Highlights included:
- We created and delivered a nationwide media campaign for HSBC Business.
- My team re-developed and delivered the NHS Property Services Database.
- We built the secure PDF software bridge for the official NBA document library.
- We created a digital media campaign for Superdrug to commemorate their 50th anniversary.
- I led the Digital Media Team for the inaugural R2R Rowing Challenge, which raised over £1.5M for selected charities.
Over the years, I have been a regular conference speaker and podcast guest for AMCIS, MODXpo, the Home Office, and the Ministry of Defence, covering topics such as team leadership, strategic digital marketing, and generative AI.
Standards and ethics underpin all of my pursuits; I am both a member of the Chartered Institute of Marketing and the Market Research Society.


Analytics doesn’t eliminate the need for good ideas—it amplifies the ones worth pursuing.
Education
During all of the above, I earned a Master’s Degree in Data Analytics and Marketing – with distinction. This was complimented by MicroMasters’ qualifications in Digital Product Management from Boston University and Marketing Analytics from Berkeley, plus the year-long Microsoft Professional Program in Data Analysis and a professional certificate in Applied Data Analytics. Enhancing these credentials is the empowering Anatomy Coaching Certification.
Other certification pathways I completed along this journey were:
- Specialist Certificate in Behavioural Economics
- Business Analytics for Data-Driven Decision Making
- Driving Digital Innovation Through Experimentation
- Product Management with Lean, Agile and System Design Thinking
- Strategic Social Media Marketing
- Analytics Storytelling for Impact
- Platform Strategy for Business
- Ethics and Law in Data and Analytics
- Prompt Engineering and Advanced ChatGPT
- Certified Prompt Engineer
Frequently Asked Questions
My military work in intelligence gathering taught me the importance of precision, patterns, and making decisions based on reliable data. This aligns perfectly with strategic marketing, where understanding customer behaviour and market trends requires a similar analytical approach. In both fields, success depends on gathering insights, interpreting data accurately, and creating actionable strategies. This foundation has shaped my passion for developing marketing plans rooted in data and delivering measurable results for businesses.
From my time in the Royal Marines, I bring moral integrity, teamwork, and a meticulous attention to detail into every project. In high-pressure environments, precision and collaboration were vital, and these principles have carried over into my marketing work. Whether it’s crafting a data-driven strategy or mentoring a team, I approach challenges with discipline, resilience, and a commitment to excellence—qualities honed during my military career.
My educational journey has always revolved around data and its practical applications. My MSc in Data Analytics and Marketing was a deep exploration of solving complex marketing challenges using data-driven methodologies. Beyond that, my broader qualifications integrate analytics, strategy, and behavioural understanding. Together, they have given me a solid foundation to tackle marketing problems with confidence, helping businesses make informed decisions that lead to sustainable growth.
Recovering from a catastrophic injury taught me resilience and a problem-solving mindset. I live by the philosophy that obstacles are opportunities for growth. This perspective, combined with running a successful marketing agency with global clients, has shaped my ability to tackle challenges creatively and confidently. I embrace complexity and turn it into clear, actionable strategies, ensuring my clients see opportunities where others see roadblocks.
My marketing approach stands out because it’s rooted in rigorous scientific methodology and behavioural economics. I view marketing as a blend of art and science, focusing on data-driven strategies while understanding human decision-making. I also differentiate between strategic, operational, and tactical marketing, ensuring each plan is tailored to the unique needs of the client. This analytical yet human-centred approach delivers results that are both measurable and meaningful.
Finally… I recently asked a ‘well-known’ AI platform:
“From all of our interactions, what is one thing that you can tell me about myself that I may not already know? Please be candid and, if necessary, critical.”
It replied:
“One thing that stands out from our interactions is your consistent focus on detail and precision, not just in analytics but also in the technical aspects of web development and design. You handle everything—from high-level strategy to code tweaks and troubleshooting—so it’s clear that you value control and accuracy across your work. This makes you exceptionally self-reliant, which may sometimes mean you’re tackling tasks others might delegate. In essence, you’re not just a strategic thinker; you’re a hands-on strategist who ensures even the smallest details align with the bigger picture.”
Too kind.