Strategy, not tools.
I don't sell software licences or run campaigns. I help organisations restructure how they think about content, production, and AI — then build the operating model to support it.
My approach
Most AI conversations start at the wrong altitude.
Organisations come to me with a tools question: which LLM, which platform, which vendor. But that's the wrong place to start. The real question is structural — what does your operating model look like when the cost of producing content, analysis, and communication approaches zero?
Strategy first
I don't start with tools. I start by understanding your business, your teams, and the outcomes you're trying to achieve. Technology comes after clarity.
Honest assessment
I'll tell you where AI adds genuine value and where it doesn't. No overselling, no hype cycles. If you don't need me, I'll tell you that too.
Built to last
Every engagement is designed so your team can run what we build independently. The goal is always to make myself redundant.
Services
What I do
Four areas of focus, one strategic thread. Every engagement connects AI capability to commercial outcomes.
AI discovery & readiness audit
From discovery audit to operating model. I help organisations work out where AI genuinely adds value — then restructure roles, workflows, and governance to make it stick.
Learn moreAI strategy, governance & integration
Strategic clarity, not just a content calendar. I build frameworks that connect business objectives to audience behaviour, so your team knows what to make and why.
Learn moreContent & production automation strategies
Redesigning how you produce content — not just faster, but structurally better. Production audits, workflow redesign, AI integration, and scalability planning.
Learn moreAI L&D capability mapping
L&D frameworks for an AI-augmented world. Not tool training — capability architecture. Knowing what to automate, what to augment, and what to protect.
Learn moreGuiding principles
What I believe about AI
Nine commitments that shape every engagement, every recommendation, and every conversation I have with clients.
Human-centred AI
Technology should serve people, not the other way round. Every recommendation I make starts with the humans who'll use it — their workflows, their capabilities, and their capacity for change.
Upskill, don't replace
The strongest organisations build capability alongside automation. I design engagements that leave your team more skilled and more confident — not more dependent on external support.
Automate the repetitive
Free your team from the work that drains them. I identify the operational churn that AI handles well, so your people can focus on judgement, creativity, and the things machines can't do.
Substance over hype
No snake oil, no inflated promises. I build strategies grounded in what AI can actually do today — and what your organisation can realistically adopt. Honest, practical, and commercially sound.
Accelerate capability and impact
Speed matters, but only when paired with quality. I help organisations move faster without cutting corners — compressing timelines while building systems that hold up at scale.
Build with you, not for you
I work alongside your team, not in isolation. Co-creation means the strategy fits your context, your people understand it, and it doesn't collapse the moment I leave the room.
Needs before technology
Start with the problem, not the platform. I help organisations define what they actually need before choosing tools — because the right technology for the wrong problem is still the wrong answer.
Embrace continuous iteration
AI moves too fast for rigid plans. I build adaptive frameworks with built-in review cycles, so your strategy evolves as the technology and your organisation's confidence grows.
Responsible AI governance
Good governance isn't bureaucracy — it's commercial protection. I help establish clear accountability, ethical boundaries, and risk frameworks that give your board confidence to move forward.
Engagement models
How I work
AI evolves fast. I prefer ongoing relationships over one-off projects where possible — but every engagement is structured around what you actually need.
Retained advisory
Fractional CMO, CAIO, or NED. Guaranteed days per month. I sit inside your decision-making, not outside it.
Retained · Monthly
Fixed-scope projects
Discovery audits, AI integration strategies, L&D framework builds. Clear SOW, defined timeline. You'll know exactly what you're getting.
1–6 months
Workshops & speaking
Boards, leadership teams, and conferences. I build interactive sessions with takeaways your team can use tomorrow.
Half-day · Full-day
Board & NED
Strategic oversight, governance, and growth planning. I currently chair one board and advise two others across media and education.
Ongoing · Strategic
Not sure which of these fits?
Most engagements start with a conversation. Tell me what you're facing and I'll tell you honestly whether I can help.