I help organisations exist in AI’s understanding of the world.
Data infrastructure AI can actually read. Frameworks that hold up when AI is doing the selling, the recommending, the answering.
Why isn’t AI citing your brand?
Because your context architecture isn’t built for it yet. That’s the problem I solve. CDP strategy, AEO, MarTech architecture — the data substrate AI needs to find you, understand you, recommend you.
A commercial person who builds technical things, or a technical person who understands commercial outcomes. Both framings are true.
I work independently now. Before that, I spent fifteen years inside organisations building data infrastructure from scratch. At WTA, I designed the CDP as the central intelligence layer for a billion-fan global sports property: schema architecture, technical requirements, and aligning engineering, commercial and marketing stakeholders around shared data foundations.
At wagamama, I took the organisation from zero first-party data to a live loyalty platform over five years. ROAS from 2:1 to 5:1. 30%+ engagement uplift across email and digital channels. Six-figure infrastructure investments secured.
If you’re trying to figure out why AI isn’t citing your brand, why your CDP implementation isn’t delivering, or why your AI pilots aren’t moving the needle, I suspect I can help. More about me →
Fifteen years of platform builds, in the rooms where they’re decided.
See all →Five things I do better than most.
Each is a domain I’ve shipped at scale, not a buzzword pulled off a slide.
Context architecture & AEO
Making your brand legible to LLMs and answer engines. Structured content, citation-worthy substrate, retrieval-ready data. The work that decides whether AI mentions you at all.
Customer Data Platforms
CDP strategy, schema design, identity resolution, consent. The unglamorous foundation that decides whether everything else works. I’ve architected one for a billion fans.
MarTech architecture
Vendor-agnostic stack design that matches your commercial model — not the stack a salesperson sold you in 2019. Build/buy decisions grounded in delivery reality.
Cross-functional delivery
Aligning engineering, commercial, legal and marketing around shared data foundations. The translation layer most failed CDP projects were missing.
Platform builds from scratch
The hardest mode: nothing exists, budget is contested, and the proof has to come before the platform. I’ve been on the inside of that twice. It teaches you what matters.
Something else?
If your problem touches data, personalisation, AI readiness or marketing infrastructure — there’s a good chance it’s adjacent to one of these. Get in touch and we’ll figure it out.
up from 2:1
email & digital channels
at WTA
that needed the work