Head of Martech & CRM at Zopa Bank

Feb 2026 - Present | Contract

Leading MarTech and CRM strategy at Zopa Bank, with a focus on building AI-powered systems in-house to improve personalisation and campaign intelligence. Bridging the gap between engineering and traditional product ownership, designing and shipping internal SaaS tools to replace fragmented vendor solutions. A big part of the role is upskilling the business on modernising its tech stack for an AI-powered age, accelerating mundane processes so teams can focus on creativity and strategy instead.

• Building in-house AI systems to enhance CRM targeting, personalisation, and campaign intelligence
• Designing and shipping internal SaaS tooling to replace fragmented vendor solutions
• Driving tech modernisation and upskilling teams to adopt AI-first workflows
• Owning end-to-end MarTech and CRM strategy across the digital bank

Founder at Providence Consulting

Jul 2021 - Present | Self-employed

Running a high-impact MarTech and Data consultancy trusted by some of the world's biggest brands. I sit between business, product, and engineering, translating complex requirements into working systems. Deep expertise across PIM, CDP, CRM, DAM, and end-to-end data strategy. I build full SaaS tools in-house for brands, bridging the gap between engineering and traditional product owners. My focus is on finding smarter, faster ways to get things done so teams can spend their time on what actually moves the needle.

• Technical solution design, data architecture, and governance frameworks for global brands
• Platform implementation, workflow optimisation, and cross-market operating model design
• Building full SaaS tools in-house for brands, bridging the gap between engineering and traditional product owners

Global MarTech Product Owner at LIPTON Teas and Infusions

May 2024 - Feb 2026 | Freelance

Led enterprise-scale MarTech transformation at LIPTON Teas and Infusions, with PIM and DAM at the core. Introduced AI-driven approaches to improve content workflows and data quality across global markets. Operated as the bridge between engineering teams and traditional product stakeholders, driving vendor selection, taxonomy governance, and GDPR compliance. Focused on upskilling teams and modernising how the business thinks about technology in an AI-first world.

• Guided cross-functional teams to deliver and continuously optimise global MarTech platforms
• Drove vendor selection processes (RFIs/RFPs) for key MarTech PIM platforms
• Introduced AI systems to enhance content operations and data quality across markets
• Spearheaded global data strategy, strengthening taxonomy governance and GDPR compliance

Global MarTech, Analytics & Data Product Owner at Ekaterra (Tea Division of Unilever)

Aug 2021 - Oct 2022 | Freelance

Led the strategic development, implementation, and optimisation of MarTech platforms within Unilever's Tea Division, with a primary emphasis on CRM. Defined requirements, orchestrated vendor interviews (RFI/RFPs), and formulated implementation strategy across global and local markets. Crafted robust data strategy ensuring GDPR compliance and resilience in a cookie-less environment.

• Owned MarTech platform strategy across ESPs, CRM, CDPs, CMS, CMPs, and analytics tools (GA, GA4, GTM)
• Led vendor selection and implementation strategy across global and local markets
• Drove data strategy for GDPR compliance and cookie-less readiness

Global AdTech Product Lead at Upfield

Jul 2020 - Jun 2021 | Full-time

Led global AdTech strategy and audience activation for the former spreads division of Unilever. Defined training programmes to upskill regional brand managers on data strategy and technology. Developed advanced customer segmentation strategies for local market activation across marketing channels.

• Led audience activation across all platforms, defining processes, evolution, and vision
• Developed advanced customer segmentation strategies for local market targeting
• Oversaw data taxonomy creation, segmentation, and AdTech capability roadmap

Global MarTech Product Lead at Mars

Oct 2022 - May 2024 | Freelance

Defined and built the global MarTech infrastructure for one of the world's largest FMCG companies. Owned the full lifecycle from architecture to rollout, aligning global and local product data needs across dozens of markets.

• Defined the global MarTech infrastructure from the ground up
• Owned global AdTech delivery across Salesforce CDP, SFMC, Facebook Ads, Google Ads, GTM, and more
• Led the rollout of Salsify PIM and Bynder DAM, aligning global and local product data needs

Digital Marketing & Analytics Management at Barclays UK

2018 - 2019 | Permanent

Led data-driven marketing strategy and audience targeting at scale. Built the foundations for unified cross-channel marketing and drove measurable cost savings through platform consolidation.

• Spearheaded Salesforce DMP rollouts across 30+ markets, driving a 36% cost-per-engagement saving
• Delivered cross-channel audience strategies spanning programmatic, CRM, and social
• Built a unified data-driven marketing setup enabling both internal and external targeting

Analytics & Digital Marketing at The Guardian

2012 - 2018 | Contract

Two stints spanning analytics foundations to marketing innovation. Built the data layer that powered editorial and commercial decision-making across one of the world's most respected media brands.

• Championed analytics transformation projects supporting media innovation and marketing reporting
• Used BigQuery and GA to surface consumer behaviour insights at scale
• Collaborated cross-functionally to shape product roadmaps and optimise marketing performance

Digital Marketing at Moonpig

2017 - 2017 | Contract

Short engagement focused on analytics transformation and building out marketing reporting capabilities.

• Delivered analytics transformation projects improving marketing visibility and reporting

Analytics & Insights at Sky UK

2015 - 2017 | Permanent

Progressed from operational analytics into senior roles with a strong focus on audience insight and behavioural data. Built the analytical foundations that informed product and marketing decisions across Sky's entertainment platforms.

• Used BigQuery and GA to understand consumer behaviour across media and entertainment
• Shaped product roadmaps and marketing performance through cross-functional collaboration
• Built foundational expertise in advertising operations and ecosystem interoperability

Urthly, Website management platform

Full-stack website management platform with custom site hosting, versioning, editing, compliance checking, and form testing. Urthly reflects the kind of business I want to build. Practical technology that helps people do meaningful work more effectively.

I'm drawn to building businesses that are grounded in purpose. Products that make a tangible difference rather than optimising for vanity metrics. The future I'm working towards is one where technology serves people, not the other way around.

Food

A passionate foodie who's eaten his way through 50+ countries. From street food in Bangkok to fine dining in Tokyo, food is how I explore the world. Always hunting the next unforgettable meal.

Travel

I've travelled to over 50 countries, but Amsterdam and Thailand hold a special place. Amsterdam for its energy, culture, and canal-side charm. A city that just feels right. Thailand for its warmth, incredible food, and the way life moves there. These two places keep pulling me back.

Music

My taste spans the full spectrum. R&B and old school for the soul, rap for the energy, lofi for the focus, electronic and techno for the nights, and melodic lofi-house for everything in between.

Football

Arsenal through and through. Season ticket holder, I'm there every home game, rain or shine. Thierry Henry is the greatest to ever wear the shirt and nobody will convince me otherwise. Football is community, passion, and identity.

AI & Crypto

Always evolving and adapting with innovation. Fascinated by the potential of AI to reshape how we build and work, and by decentralised systems, tokenomics, and the intersection of finance and technology. These two spaces move fast and I want to be in the middle of it.