About me.

Skills

and experience

Being a creative is never about just words and pictures. I firmly believe that it’s about solving problems for clients – connecting them with audiences through compelling stories, and persuasive calls to action based on clear objectives. I focus heavily on how a campaign or piece of work performs, measuring that performance for future projects. It can’t just look good; in an ever-more congested stream of messages to consumers, it has to perform. Creating that pause moment with the audience that gets their attention and, in doing so, turns vision into value for clients and brands.

Core skills.

Creative direction and brand strategy

  • Translating client briefs into high-impact, omni-channel concept creation.

  • Expert in pitch leadership, narrative development, campaign theme ideation and scamping to secure client buy-in and approval.

Project
management

  • Expertise in managing the delivery of projects across multiple marketing channels.

  • Stringent quality control to maximise consistency throughout briefs, keeping standards high by setting the example for others.

Commercial
leadership

  • Driving ROI, sales uplift and organic account growth by aligning creative output with financial objectives.

  • Strong stakeholder management and client-facing skills, strengthening partnerships with clients through active listening.

Leadership and mentoring

  • Deeply passionate about building high-performing teams and fostering creative excellence.

  • Experienced manager, conducting regular performance reviews and setting objectives to help mentor talent from junior to senior levels.

Use of generative
AI tools

  • Reducing costs and speeding up content creation, ideation, and research through workflow automation and advanced prompting.

  • Adopting a broader vision of GenAI as an assistant to add value, not diminish the creative process.

Performance
analysis

  • Utilising data and analytics to review campaign KPIs are being met, ensuring continuous improvement towards project success and conversion rates.

  • Collaborating with internal teams and external clients to bring about campaign success.

30 years’
experience.

    • Executed and directed creative output for Shell’s UK and Global accounts within a 25-strong dedicated agency team.

    • Conceptualised and delivered a diverse range of high-impact campaigns for Shell V-Power fuels across forecourt and digital channels, driving sales and brand loyalty through the Shell App.

    • Managed and worked directly with clients throughout the campaign lifecycle, leading pitches, developing concepts and seeking ways to evolve and push the creative output to achieve objectives and exceed client expectations.

    • Pioneered the agency's use of emerging GenAI platforms in-studio to optimise efficiency at the ideation stage.

    • Responsible for managing a small team of direct reports and fostering career pathways through effective ongoing reviews and management.

    • Delivered end-to-end creative solutions for diverse B2B and B2C clients.

    • Acted as lead creative for a 3-month rebrand rollout for Vision Express – overhauling the visual identity of sales assets for 550 UK stores, with POS, in-store marketing and direct mail.

    • Led conceptual thinking across a wide range of projects, including a brand relaunch for Aston Barclay, and internal comms for Topps Tiles.

    • Secured client confidence and managed full project lifecycles in a freelance capacity – providing a reassuring ‘safe pair of hands’ for agencies.

    • Spearheaded a major pitch to Neff, creating, visualising and presenting comprehensive digital and in-store activations.

    • Delivered campaigns for British Gypsum, from above-the-line concepts to the multi-channel launch of the brand’s Glasroc X product line.

    • Re-energised social media activity for Herbalife, focusing on lifestyle and activity, which increased engagement and created stronger audience alignment.

    • Lead front-end designer for a £175k pan-European ecommerce platform. Creating wireframes and UI, ensuring a mobile-first approach for 5 European offices.

    • Responsible for designing and producing extensive email marketing campaigns and product promotions together with printed sales literature.

    • Co-founded and established a creative consultancy delivering brand and digital solutions across the health, arts, and public sectors.

    • Managed the full client life-cycle from pitching to account growth.

    • Executed a multi-stage social media campaign for Water Babies, a £1m musical launch at Curve Theatre, Leicester, which saw a sell-out, 5-week run.

    • Provided a social media training program for Leicestershire Fire and Rescue.

    • Working with agencies in London on accounts, including Audi, HSBC (2-year retention on email campaigns), and RBS, as well as a range of SME-sized personal clients.

  • A combined role providing creative output across print and digital for clients predominantly in the building, construction and property sectors, such as Lafarge Roofing, Ibstock Brick, Octagon Developments and Wates Homes.

  • Worked on a range of international clients such as Oranjeboom Premium Lager, ANZ Bank, Goldman Sachs, Bloomberg TV and GUL Sports Watched.

Technical expertise.

Adobe suite of apps

GenAI platforms

And when I’m not on the clock…

…I'm usually navigating the beautiful chaos of blended family life with my wife and two stepsons. My passion is rugby, being a avid rabid Leicester Tigers supporter and ex-player. I also love gardening, making my own lip-smacking kefir and lifting heavy stuff at the gym – big collector of Swooshes ✔

Get in touch