About
Digital-first marketer with a systems mindset
I'm a digital-first marketer with a systems mindset. I'm happiest when I can blend creativity, data and technology to solve problems - and I'm at my best when I can own the full loop from idea to execution to measurement.
Professionally, I currently run the digital function for Beaphar UK, owning everything from strategy to delivery. Before that I led digital at Releaf, building AI-assisted SEO and content systems to drive organic growth. Earlier still I ran a consultancy supporting start-ups and SMEs with launches, e-commerce growth, and multi-channel performance. Those experiences taught me a simple truth: dedication breeds mastery, and systems beat willpower.
Systems thinking (the lens I use)
I'm inspired by Donella (Dana) Meadows and her work on systems thinking. I naturally zoom out to see the bigger picture - how trends, tech, incentives, and culture connect - and then zoom in to identify leverage points and delays. That's where real change happens.
It's also why I'm good at bringing "unique takes" without forcing them. I'm not trying to be clever. I'm trying to be accurate about how things fit together, and then communicate it in a way real people recognise.
Creativity x Data x Technology
I love a tidy pipeline: clear briefs, measurable outcomes, and a feedback loop that closes the gap between idea and result. My work connects content, SEO, email, CRO and analytics so each channel informs the others.
I'm fluent with GA4, Search Console, SEMrush and Ahrefs. I'm comfortable across email platforms and automation. I use scripting and tooling when it saves time and removes friction. And I treat AI the same way I treat any tool: useful when it increases quality, clarity, and speed without sacrificing trust.
AI (how I approach it)
I've been using frontier AI tools since July 2022, and I was using ChatGPT from launch. I keep up with developments across the space, and I'm quick to test new tools, workflows, and optimisations.
I started out building websites with HTML and CSS. Over the last 18 months I've used AI-assisted coding to build projects of increasing complexity, and that's pushed me deeper into systems design, reliability, and product thinking. Building my own PC (Project Zeus) took that further again, into local-first AI and the practical reality of designing systems that run where you control the compute.
I'm currently building zeus.computer, a fully capable AI system to take personal projects to the next level. I'm also in the planning process of forming my software development and AI business in the UK.
Interests
When I'm not building, you'll find me exploring:
- British history - from the medieval period through the Tudor era and beyond.
- Ancient Greece and Rome - the politics, philosophy and stories that still shape how we think.
- AI research and coding - staying hands-on with tools and experiments.
- PC building - designing and tuning machines for work and play (see my Project Zeus build log).
- Tolkien - an avid re-listener of the Andy Serkis Lord of the Rings audiobooks. I recently discovered A Long-Expected Soundscape, an immersive audio layer that syncs with the audiobooks.
2010 → present
A quick tour through the chapters that shaped how I work: creativity, people skills, systems thinking, and shipping.
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2010
Foundations
University was where I started properly tinkering. I was learning the basics, but more importantly I was building the habit that still powers my work: pull a thing apart, ask why it behaves like it does, then rebuild it better. That curiosity turned into a bias for action, and eventually a career.
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2014
Visual storytelling
Photography trained my eye before marketing ever did. It taught me framing, contrast, and what's worth noticing. I still bring that into my work for websites and content: make the message obvious, remove distractions, and guide attention on purpose.
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2016
Transition to digital marketing
I moved into digital marketing and consultancy and got a front-row seat to how everything connects: SEO feeds content, email turns interest into action, and measurement tells the truth when opinions get loud. Working across different clients taught me adaptability, but it also taught me to build processes that scale so results don't depend on heroic effort.
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2022
Systems mindset
This is where I properly leaned into systems thinking: feedback loops, incentives, bottlenecks, and the quiet power of small changes in the right place. I'm heavily influenced by Donella (Dana) Meadows and her work on how systems actually behave. It's why I'm good at zooming out, seeing what's connected, then zooming back in and changing the few things that move everything else.
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2024 → now
Leadership & delivery
Today I run end-to-end digital programmes spanning strategy, execution and measurement. I'm at my best when I can own the whole loop: plan it, build it, ship it, measure it, improve it. The builder mindset matters here: clean foundations, tidy pipelines, and decisions backed by evidence.
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Jan 2026
BridgeLLM
Shipped BridgeLLM - a universal AI desktop assistant that connects to any backend (ChatGPT, Claude, Ollama, or custom). Built with Tauri and Rust for a ~40MB footprint, featuring 6 era-authentic retro themes spanning 1970s mainframes to 2020s glassmorphism, plus 36 synthesized sound effects. A love letter to computing history wrapped around modern AI.
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Present
Keeping it human
I love the work, but I'm not interested in becoming a dashboard with legs. I try to leave room for curiosity and life outside marketing: history rabbit holes, AI research and coding, and the kind of projects that keep you honest, like building PCs. Better input makes better output.
Let's talk
If any of this resonates - or if you're curious about working together - drop me a line. I'm always happy to chat about growth, systems, building, or new challenges.