Feb 2025 – Present · 1 yr 3 mos · London Area, United Kingdom

Jan 2025 – Present · 1 yr 4 mos · London Area, United Kingdom · Hybrid

• I'm the Founder and Chief Positioning Engineer at V2RSION - a company built to transform how businesses are chosen to solve an urgent problem over their competitors.
• V2RSION is the first positioning engineering company for the intelligence era - building AI-powered positioning systems that help businesses define and update their market position, so they’re always preferred by both customers and machines.
• What makes us different?
• Unlike most GTM consultancies and agencies that focus on strategic storytelling, campaign execution or conversion optimisation, V2RSION doesn’t operate at the edges of growth - it engineers the foundation. It aligns product, marketing, and sales around a coherent, defensible, and dynamically evolving market position.
• Who do we work with?
• Ambitious businesses at a strategic inflection point - startups scaling beyond early (founder-led) traction, growth-stage companies repositioning, enterprise product teams launching or redefining market categories, and investors seeking to de-risk GTM strategy.

Dec 2020 – Dec 2024 · 4 yrs

Oct 2019 – Jun 2022 · 2 yrs 8 mos

Aug 2019 – Dec 2024 · 5 yrs 4 mos · London Area, United Kingdom · Hybrid

• Operated as a Fractional CMO in support of AdTech and Media busineses, delivering business and GTM strategy in combination with strong execution and delivery. Growing six figure turnover.
• Have now closed this business to focus on what I believe is the critical GTM capability of the intelligence era - positioning engineered for humans and machines. It has been the work that was most demanded, most enjoyable and most impactful. The time is right for V2RSION to take the lead.

Mar 2016 – Mar 2019 · 3 yrs · London, UK

• As Global Head of Media – overseeing $1bn in media investment - I created Vodafone’s operating principles as a strategy for growth, defined and consolidated its media technology partnerships, established brand safety and verification standards, and was the architect behind their approach to inhousing all search, social and programmatic activity across its markets.

Feb 2015 – Jan 2016 · 11 mos · Dubai, UAE

• Global leadership of Team Emirates at Havas Media - central team based in Dubai, and +60 markets. Emphasis on digital media planning and buying specialisms: programmatic, display, mobile, and social media to deliver against brand and conversion business objectives
• Development of client media agenda, including global digital partnerships, verification, comms planning, and content marketing.

Feb 2014 – Jan 2015 · 11 mos · Shanghai, China

• Leadership of Nike account at Mindshare China, in the development of media and marketing planning for Greater China
• Focus on strategy, partnerships, and innovation, to deliver brand campaign engagement and interaction objectives, functional integration and internal client communication, as well as overall budget control

Jun 2009 – Jan 2014 · 4 yrs 7 mos · London, United Kingdom

• Formation and leadership of EMEA media function at Xbox, with +$100m budget, planning and agency performance responsibilities.
• Defining media model vision, behaviours, scope, process, and way of working (internal and agency). Recruitment and development of Xbox media management team to deliver direct planning into markets. Part of the global team that launched Kinect for Xbox 360 - the fastest selling electronic device in history.
• Development of award-winning integrated, international marketing programmes, driven from a strong culture and practice of creativity and innovation in media, and fusion of traditional with “digital” media. Leading “drive to digital” thought leadership, with learning agenda in media practice to secure adoption. Secured pan-market partnerships with Google, Facebook, Viacom, and MS Advertising.

Jun 2008 – May 2009 · 11 mos · Reigate, United Kingdom

• Responsibility for +$100m media function, providing knowledge and best practice expertise to the EMEA brand teams on briefing, planning, and evaluation, whilst acting as central point for agency leadership

Mar 2006 – Jun 2008 · 2 yrs 3 mos · Luton, United Kingdom

• Formation and leadership of UK media function, responsible for effective planning of +£20m media investment across InBev’s brand portfolio including Stella Artois, Beck’s, and Tennent’s

Nov 2001 – Mar 2006 · 4 yrs 4 mos · Southampton, United Kingdom

• Senior Product Manager
• Led three year rejuvenation programme for Mateus Rosé wine brand, encompassing brand repositioning, strategy, NPD, and £2m integrated marketing campaign management (TV, outdoor, press, and in-store)
• Category Manager
• Responsibility for management of Jerez wine portfolio, including development and execution of annual brand plans, and leadership of category review to define go-to-market strategy, point-of-purchase drivers, and commercial selling propositions from enhanced understanding of market, shoppers, and consumers

Jan 2000 – Nov 2001 · 1 yr 10 mos · Croydon, United Kingdom

• Responsibility for wholesale and convenience channel promotional activity for the Nescafé brand portfolio, undertaking category reviews to highlight key trends, insights, and defensible recommendations for ranging improvements