I’ve had the honour of working with some of the most exciting brands I could dream of – from launching sportswear brands on Premier League football shirts, to growing global cycling brands featured on the bib shorts of Tour de France teams. Whilst CEO and Co-Founder of Serotonin, we grew a team consisting of talented performance marketeers and creative strategists from only 5 people in 2020 to 30 people by the end of 2025, turning over £5mln. Serotonin were retained by fashion brands too, old and new, such as Etonian outfitters New & Lingwood, new-age modern luxury Belier and Manchester born and bred Private White VC. In 2026, we rolled the agency into Embryo. Embryo is a 100-person agency based in Manchester and operates as a full-service, digital agency, managing €60,000,000 of advertising spend per year. Now as part of Embryo, in the role of Chief Strategy Officer, my objectives are to continue to roll out multi-channel activations for clients across digital, support our clients with finding incremental / marginal gains (the 100 1%s!) and integrate AI across the agency to improve efficiencies at Agency level and for our clients.