A bit about me.

I started my first business, City of Hype, at 13 — a finance publication I built from my bedroom into a real audience business before selling it. It taught me early that most of the job is working out what people actually want, then making it easy for them to find it.

Since then I've spent my career in performance marketing and digital growth: SEO, paid media, conversion and the commercial decisions underneath them. I've done that at Jaywing, Croud and Wavemaker, and now lead performance marketing at OYS — mostly for big brands where small improvements are worth a lot.

Alongside that I build things. I founded Skubl to make predictive models that commerce teams can trust, wrote peer-reviewed research on bandit algorithms and neural networks along the way, and I'm now building Cartnio — reviews and loyalty for online stores, because trust and repeat custom are where I keep ending up.