Bio

An experienced leader in media and digital marketing, with 20 years’ in agency and client-side roles, both UK and global. A strong collaborator with an ethos of effective teamwork and empowering others. Led the successful integration of digital marketing into the media mix of brands including Lidl, McDonald’s and Kellogg’s, with a relentless focus on driving efficiency and effectiveness through the use of testing and analytics including econometric modelling. Drove GSK/Haleon's Repeatable Growth Model for media, developing global media best practice and consistency and scaling it across markets worldwide. Now proudly leading Sky's brilliant media strategy and effectiveness team as we journey towards becoming Europe's most impactful advertiser by scaling groundbreaking insights generated from best-in-class econometrics and rigorous media testing.