Work
What the situation actually was, what I did, and what it produced. Including the parts that took four attempts.
VP Data & Personalisation · Business case · Tracking forensics · CDP enablement
The proposal had failed three times. The fourth version dropped the technology framing, led with fifteen questions the business could not answer, and was approved at board level.
£160k enterprise analytics investment approved
- 02
wagamama
In progressZero-to-one CRM · Loyalty platform · Five years
From no first-party data at all to a live loyalty platform, with the customer data function built around it.
- 03
Independent practice
2025 – nowContext architecture · AEO · CDP strategy
Making organisations legible to AI, and fixing the data foundations that decide whether anything downstream works.