Senior Director · Digital & AI
AI & DigitalCommerce Leader
Senior Director of Digital & AI — leading global teams in enterprise eCommerce, agentic AI strategy, and digital transformation. Currently at Bunzl Distribution. Open to what's next.
Trusted by leaders at
My Approach
Strategy that ships, execution that proves it.
Three things I optimise for in every engagement. They are deliberately ordered: get the bet right before you start building, and instrument it before you call it done.
Strategy
Bet on the right problem.
I read the org, the data, and the market — then write the brief that gets aligned. No theatre, no slideware: a sharp problem statement and a sequenced bet.
Execution
Ship something that runs.
Working software in production beats consensus on a Miro board. I lead small senior teams from prototype to launch, with a bias for measurable customer-facing wins.
Measurement
Prove the dollars moved.
Every initiative gets an instrumented metric and a horizon. If the number does not move, we cut it; if it does, we double down. The scoreboard is the deliverable.
How we work
Four steps. Repeated until the number moves.
Step 1
Discover
Sit with the data, the team, and the customer. Identify the constraint that actually moves the number — not the one that sounds best in the deck.
Step 2
Design
Sketch the smallest end-to-end shape of the solution. Architecture, UX, and instrumentation written in the same brief, so trade-offs are explicit.
Step 3
Build
Ship to a real environment in weeks, not quarters. Tight feedback loops, working software, and a senior engineer on every important problem.
Step 4
Measure
Wire the metric in before launch, then make decisions on the live signal. If it works, we scale; if it does not, we kill it without ego.
Latest thinking
Notes from the work — AI, commerce, and leadership.
Field notes from running enterprise AI and digital programs. Short, opinionated, and grounded in what actually shipped.
