About

I'm curious. That is the most accurate way I can describe myself as a marketing professional. This industry has held my interest for the same reason since the beginning: it keeps changing, and the direction of that change is rarely what it first appears to be.

I have seen this industry from three different angles. As an advertiser, I learnt what results actually need to look like and how purchasing decisions really get made. On the media owner side, I learnt how media is built and sold. At a technology vendor, I understood how products really work and where they don't work at all. That kind of perspective only comes from going through it yourself.

I've been in this long enough to recognise when the same challenge is forming under a different name. Programmatic was first a promise, then a disappointment, and is now settling into something more mature. Marketing technology grew faster than anyone could manage. AI is going through the same arc. None of that makes me cynical. If anything, it makes me more curious.

AI is on every leadership team's agenda right now. Most of the questions being asked are the right ones. The answers are still being worked out.

I write because there is a lot of coverage of this industry and not enough explanation. I'm trying to do something different.

If you'd like to know more about my background, LinkedIn is the place.