About

I’m a digital and AI innovation leader with over two decades of experience working at the intersection of creative, strategy, user experience, and emerging technology.

For the past several years, I’ve been focused on building and scaling human-centred AI products as Co-Founder of A-dapt, an award-winning AI company behind Adaptive Media®, a new format that combines emotional intelligence, conversational AI, and real-time feedback to help people perform better in high-stakes situations. Our work spans education, training, and LegalTech, and has been recognised by the Webby Awards, SXSW Innovation Awards, Stationers’ Innovation Awards, and multiple international juries.

Before founding A-dapt, I spent much of my career in senior leadership roles across global agency networks and high-growth independents. I spent 10 years within McCann WorldGroup, including as Executive Digital Creative Director at MRM McCann, and a further four years within Omnicom, helping build digital capabilities, lead multidisciplinary teams, and deliver complex digital experiences for global brands including Intel, SAP, Visa, Nestlé, FIFA, and Unilever.

Across both agency and startup environments, my work has consistently sat at the point where business strategy meets creative execution, shaping product vision, defining experience frameworks, and translating emerging technology into things that people can actually use, understand, and trust. I’m particularly drawn to problems where technology needs to be introduced with care: behaviour change, learning, decision-making, and performance under pressure.

Alongside my commercial work, I regularly advise on the societal impact of AI and digital technology. I sit on The Stationers’ Education Committee, advise the University of Greenwich Business School, and have spoken at policy and industry forums on the responsible use of AI in education and training. I’m a Fellow of the Royal Society of Arts and an Innovate UK Innovation Assessor.

This portfolio brings together selected work from across my career, from large-scale agency projects to product-led AI platforms, all grounded in the same belief: technology is most powerful when it’s designed around people, not the other way around.