I am a digital and eCommerce consultant with over 20 years’ experience with digital technologies. I help brands, enterprises and organisations to connect with consumers and unlock value in their employees by inspiring positive change.

My own long career reflects the ability to adapt to a rapidly changing environment and to embrace new ideas and methods of working. Sounds like typical consultant fluff, right? So why am I different to the rest?

Proud to be a Generalist

My unique experience provides me with a 360 understanding of eCommerce operations. It enables me to take an holistic approach to problem solving without wasting valuable time or resources. As a fully independent consultant I refuse to take commissions from software companies. This means I can advise you honestly about the range of options and help you find the best solution. In my experience the most expensive option isn’t always the best and I can help you negotiate the best deals to cut operating costs.

Theoretical knowledge informs my approach, but I also have the hands-on experience to deliver solutions in real world situations. I can communicate effectively at board level and on the ground.  My times frames are realistic and most importantly I get tangible results:

My Story

I was born in Leeds, a northern UK city which has a strong heritage through textiles. The village I grew up in was surrounded by derelict mills from its industrial past. These once impressive powerhouses left a lasting impression on me about not standing still, the importance of adapting to change and not accepting the status quo.

Growing up in the 80’s & 90’s was creative and optimistic against the cheer-leading of neon advertising and a consumer orientated culture. Outrun, Sonic and Mario was entertaining, but my attention was held for longer by using a computer as a tool.

Early Years

By the time I was 10 the first successful communication between a Hypertext Transfer Protocol (HTTP) client and server was created by Sir Tim Bernes-Lee. Named the World Wide Web (www) it built on-top of TCP/IP developed by Bob Kahn and Vint Cerf the year before I was born in 1978.

Aged 14, I was accessing the new information age through a phone-line, computer and Netscape let’s just say that first phone bill was well…an investment by mum into my digital career. Thank you, Demon, for helping me get back online.

Whilst still at school my work experience at a local advertising agency introduced me to a world and industry transitioning from analogue to digital. I got to know MacMan not MadMen who introduced me to “desktop publishing” whilst the rest of the agency were still using markers, light-boxes, and letraset to produce adverts.

Commercial Life

Amazon, Google, Ebay and Paypal had just started to emerge as I joined the workforce in 1999. The biggest advantage was well lots of opportunities as a “knowledge worker”. What sucked, at the time, surprisingly was been made redundant 3 times by the age of 22 following the dot.com bubble bursting.

Having started out as a highly skilled specialist I quickly worked out becoming a generalist had a longer shelf life within the digital economy. It is claimed you are an expert when you have clocked more than 10,000 hours in your field. With 40,000+ work hours behind me I can honestly say my experience counts for less than my intuition to adopt early and often within rapidly changing environments.

I believe what does make a difference is my unique journey accumulating wide knowledge of design, marketing and technology. I spent the first 10 years agency side with clients including Disney, Formula One, First Direct, Pfizer, Umbro, Heinz, and the last 10 years client side working with tech start-ups and retailers including Asda, Black Sheep Brewery, Medtronic, Superdrug and Yumi.


20 years later I have managed to keep a life / work balance (in that order) not viable before the internet. I have learned to work anywhere, anytime with anyone in the world through an anything is possible attitude. Working at the same place, same time, with the same local people is desirable and secure but not really the world I have grown up or worked in.

Today I currently work as a freelance eCommerce consultant for Yumi a women’s fashion brand based in London. My role is to pilot my client beyond the choppy waters of change towards the opportunities the digital world has to offer.

The Future.

When I first entered the job market 20 years ago the web existed at the edges, today it sits at the centre of not just work but life. This presents many opportunities for those bold enough to adopt change quickly, to solve complex problems, match demand with supply and connect with the remotest of people. 

Over my professional career I have become increasingly aware of organisations, businesses and individuals who are struggling not just with change but the acceleration away from them. With that cohort in mind I have designed a framework called V3locity aimed to pivot from mass production to personalised consumption.