Data is not the challenge
An AI wrapper isn't the solution either. Most companies already have enough data. The problem is the tech, process and people stacked on top, and I find where it's stuck and fix the right thing.
The 4 places
a data strategy breaks.
Most teams reach for new tech first. But tech only amplifies what a business already does, so the fault is almost always somewhere else. Pick where yours feels stuck.
Drowning in dashboards, starving for insight
You collect more than ever and roughly 90% of it sits unstructured. Without a clear question it's noise, not knowledge. I find what actually matters and make it usable.
of enterprise data never gets used for analytics
Bought in silos, so it adds complexity not capability
Tech should serve the strategy, not the other way round. I cut through the stack so the tools do real work instead of chasing trends.
say their martech stack is properly joined up
If the workflow doesn't change, nothing changes
Most performance problems aren't tools or talent. They're messy process. I build the foundations so teams pull in one direction.
of marketers call broken process their number one blocker
Hiring a "data person" before you know the question
Define the why before the who. Once data, tech and process are clear, you hire people who drive the right outcome instead of building empires.
of digital hires feel misaligned with the strategy
In numbers.
Partner briefs to results.
A few engagements where the diagnosis changed the result. Roles are named, clients are kept discreet where they need to be.
One media model, instead of seven
Built a single centralised media model for EMEA. More efficiency, more impact, more regional visibility.
One of Gillette's first digital campaigns of its kind. It reshaped how we went to market at P&G.Former Marketing Director, Gillette / P&GRead the case → Global CPG brand
When the creative was the culprit
Returns on digital video were sliding. Everyone blamed media targeting. I used AI to show the media was fine and the creative wasn't landing.
James challenged our assumptions, and was right. His approach helped us fix it, and it worked.Regional Digital Director, Global CPG BrandRead the case → Mars Petcare
Digital, without the noise
Stopped the chase for shiny tech and built strategic clarity instead. One training, one mantra, a measurable shift.
Not digital fluff. A proper rethink of how we work. Clear, strategic and highly usable.Regional VP, Mars PetcareRead the case → L'Oréal UK
From supplier to strategic partner
Turned fragmented briefs into joint value creation. A data-driven engagement model unlocked stronger plans and smarter media.
The most useful retailer planning doc our Boots and Amazon teams had ever had.Trade Strategy Lead, L'Oréal UKRead the case → Johnson's Baby
Signals into strategy
Used real parenting signals to map not just who to target but what to say. Stage-specific benefits, proper segmentation.
James unlocked what first-party data actually means for parents, and turned it into action we could brief and measure.Global Digital Director, Johnson's BabyRead the case → Public Health / Kenvue
From chaos to clarity
Aligned a national health body's campaigns behind one clear voice. A playbook that helped government teams speak human.
This genuinely transformed how we communicate policy. James got to the heart of it and brought everyone with him.Head of Communications, Public Health AgencyRead the case →
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.