About


World Record–setting, Cannes Lions–winning social & creator marketing executive (and 100-mile ultra runner). Incoming New Top Secret Plan.

I'm best known for leading the strategy behind Red Bull Stratos, the live stream that still holds the Guinness World Record for concurrent viewers.

I specialize in rescuing brands from the sea of sameness. In an era where AI can generate average content instantly, my job is to engineer the cultural outliers: the campaigns people can't help but share.

Every strategy I build starts with one filter: why would they care, and why would they share? That instinct has produced a Guinness World Record, a Cannes Lions Bronze, and double-digit brand and revenue lifts for some of the biggest names in tech, sport, and entertainment. It's the same instinct that gets me through 100 miles on foot, knowing exactly why you're still moving forward when it stops being fun.

Currently
Top Secret…..

Previously

  • Google — Global Brand Strategy Lead (2024–2026): Overhauled Google's global social measurement framework and built the AI-powered tooling now used to institutionalize strategy across the portfolio.

  • air up — Global Head of Content, Brand Partnerships, Influencers & Social (2023–2024): Full P&L ownership of a £40M+ global budget, a 23-person team across EMEA, APAC, and North America, and Tier-1 partnerships with Toni Kroos and Tommy Fury.

  • YouTube — Head of Social Media EMEA (2019–2023): Repositioned YouTube as a genuine fan of its own creators, driving a 14% brand favourability uplift and doubling YouTube Premium subscriptions in two years.

  • Amazon Prime Video — Head of EU Social Content & Strategy (2016–2019): Managed a $25M paid social budget across 220+ markets; launched The Grand Tour — briefly the most-watched show in the world — and pioneered long-form preview clips as an entertainment-marketing first.

  • Red Bull — Global Head of Social Media & Content Strategy (2011–2013): Built Red Bull's global social playbook from scratch across 165 countries. Led the strategy behind Red Bull Stratos, still holding the Guinness World Record for concurrent live stream viewers (8.4M).

Recognition
Guinness World Record · Cannes Lions Bronze · Sports Emmy · Webby People's Choice · Streamy Award · Forbes Top 10 Social Media Campaigns of All Time

Off the clock: finished my first 100-mile ultra this year (my 10th ultra) turns out the same obsession with "how do I keep going when the obvious thing is to stop" shows up whether I'm on mile 80 or trying to save a campaign at 11pm.