A deeply passionate and experienced content and creative expert. I have spent my career (17 years) working in “digital” having worked for agencies and clients like M&C Saatchi, Monks, Edelman & Philips. From building banners (back when I was a flash animator) through to overseeing complex AR driven apps, Google Street View based micro-sites and championing the significance of social-first thinking when it comes the the development of content.

For me social-first thinking isn’t about creating content and digital marketing assets that are posted across platforms; it’s about understanding audiences, uncovering insights and shaping trends. I believe we are at a point where what defines successful content, is becoming more important than ever, It’s about creating content that doesn’t just fill the feed but becomes conversation, with every piece designed to spark engagement, fuel connections, and deliver lasting impact.

We can no longer creating content that is one size fits all, but instead need to bring what we know about how different audience types consume and engage with content across an eco-system of channels and platforms. Their behaviours, the subject matter and how it is delivered needs to be considered at the origination of idea and not as an afterthought.

While hero moments remain inevitable and important, it is the drumbeat of social content that is now integral to being able to cut through the noise and create impact.

Outside of work, I’m incredibly fortunate to have an amazingly supportive wife and identical twin boys (who could be any different) who are currently in Mexico as I prepare for the next chapter of our family’s journey. Over the past seven years, we’ve built our lives in both the Netherlands & Mexico, embracing new cultures and adventures together. Beyond my professional passions, I’m a dedicated wrestling fan, hooked by the storytelling, and have been loving the new Netflix Era – let’s see if it can continue and come close to matching the Attitude Era (hands down the best the product ever was)!! I also have a love for both sneakers and Lego, which I’m thrilled my boys are starting to share as they grow.