I’m Head of Creative and Production at the British Heart Foundation, leading campaigns that inspire action and help fund life-saving research. I oversee creative strategy, campaign development and production, building ideas that connect emotionally while driving measurable impact.

Before joining BHF, I played a key role in transforming one of the UK’s most respected in-house agencies at Specsavers. Brought in to lead its digital transformation, I shifted the agency from a highly traditional, broadcast-focused model to a digitally driven, customer-centric approach. I developed the agency’s digital capability, championed user-focused design and led the redesign of its digital ecosystems in-store and online.

As part of the senior leadership team, I also helped shape the agency’s culture – mentoring young talent through apprenticeship schemes and fostering a collaborative, future-focused creative environment. More recently, I’ve focused on creative technology, exploring ways to move beyond traditional advertising and prototype services that genuinely help customers.

When I’m not leading creative teams, you’ll usually find me cycling – sometimes around the Channel Islands, sometimes halfway across the world. I love travelling with my bike, taking on big rides, and I’m just as happy watching (or debating) football as I am climbing hills on two wheels.