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

My long career reflects the ability to adapt to a rapidly changing environment and embrace new ideas and methods of working. It 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 a holistic approach to problem-solving without wasting valuable time or resources. As a wholly 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 solve real-world problems. I can communicate effectively at the board level and on the ground.  My time 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. Derelict mills from its industrial past surrounded the village I grew up in. 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.

Early Years

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 still used markers, light-boxes, and Letraset to produce adverts.

Commercial Life

Amazon, Google, eBay and Paypal had just started to emerge when I joined the workforce in 1999. The most significant advantage is as many opportunities as a “knowledge worker”. Surprisingly, what sucked at the time was being made redundant three times by the age of 22 following the dot.com bubble bursting.

Having started as a highly-skilled specialist, I quickly realised that 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.

My unique journey of accumulating broad knowledge of design, marketing, and technology makes a difference. I spent the first ten years agency-side with clients including Disney, Formula One, First Direct, Pfizer, Umbro, Heinz, and the last ten years client-side working with tech start-ups and retailers, including Asda and Black Sheep Brewery, Medtronic, Superdrug and Yumi.


Twenty 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 and time with the same local people is desirable and secure, but not the world I grew up in or worked within.

The Future.

When I 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. It presents many opportunities for those bold enough to adopt change quickly, 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 struggling with change and the acceleration away from them. With that cohort in mind, I have designed a framework called V3locity to pivot from mass production to personalised consumption.