Resume

Since March 2023, I have served as Creative Director and Co-Founder of The Ask Why Group, where I lead the charge in helping our clients navigate the intersection of bold design and commercial strategy. My role is centered on architecting comprehensive brand identities and innovative activation concepts, moving beyond mere aesthetics to ensure every idea is executed with precision. By partnering closely with diverse businesses, I transform high-level strategy into tangible, high-impact creative solutions that resonate deeply with their target audiences and drive meaningful results.

Spending eight years at the heart of the Paddy Power Brand team, I played a pivotal role in defining the creative strategy for one of the industry's most provocative and recognizable voices. My work involved navigating the full breadth of the marketing landscape, from high-stakes event management and editorial to the brand's legendary "Mischief" stream. By bridging the gap between bold strategy and execution, I ensured a cohesive, disruptive presence across every touchpoint, helping to cement the brand’s reputation for peerless creativity and cultural relevance.

As Head of Sponsorship, I was responsible for the strategic growth and management of Paddy Power’s diverse portfolio across the sports and entertainment sectors. I worked in close partnership with global rights holders and key suppliers to ensure every activation was executed with precision. By balancing rigorous operational standards with the brand’s signature flair, I successfully transformed traditional sponsorships into high-impact moments of "brand fame."

Joining the Press Association in June 2013, I was tasked with spearheading a specialized new department focused on the design and development of innovative, data-driven football products. As the creative lead during the 2014 World Cup, I directed the visual strategy and technical delivery of our football graphics and data applications. This role involved overseeing the high-volume production of thousands of digital assets, ultimately reaching and engaging a global audience of millions throughout one of the world's premier sporting events.

In 2012, I joined the BBC as part of a specialized design team responsible for producing high-impact content for the BBC News website and its global portfolio of 27 foreign language sites. My role involved crafting intricate infographics, illustrations, and interactive features, often requiring rapid turnaround and precision while responding to breaking global news in high-pressure environments. A defining highlight of this tenure was serving as the lead designer for the BBC World Service’s London 2012 Olympics project, where my work drove significant engagement, amassing over 128 million page impressions throughout the games.