About

I spent the last ten years in digital — running search, content, and operations for SaaS, marketplaces, agencies, and product companies. Somewhere along the way, the most valuable work I was doing wasn't writing strategy decks. It was building the systems that let teams act on the strategy without my involvement.

So I made that the work.

Today I work with both global enterprises and local businesses. The brief is the same regardless of scale: where does GPT or Claude genuinely outperform a human? Where doesn't it? And how do we wire it in so it pays for itself within a quarter?

I'm based in the UK and work with teams across timezones. I prefer short engagements with clear outcomes over long retainers with vague scope. If an engagement doesn't have a concrete deliverable that you can point at and measure, it probably shouldn't happen.