I see marketing as a blend of art and science. Most marketers lean heavily toward one or the other. The work gets interesting, and effective, when both are taken seriously.

I’m creative by instinct, but I’m drawn to the science of marketing. I care about campaigns that don’t just look good, but produce measurable, meaningful results. Design is subjective. Performance isn’t. A well-executed campaign should meet expectations and exceed them. That’s the part I enjoy competing on.

I have over 20 years’ experience in B2B marketing for professional services and emerging categories, often selling ideas, expertise, or categories that aren’t yet well defined. It’s a challenge I’ve always liked. My career has included senior leadership roles, including Global CEO, President, and Chief Marketing Officer, but the constant has been a focus on brand, growth, and decision-making.

Today, I work on the brand side in global market research. I spend much of my time helping teams understand how prospects and customers actually decide, not how organizations assume they do. I enjoy demystifying marketing for non-marketers, setting clear expectations upfront, diagnosing underperformance quickly, and fixing what isn’t working. Marketing is an investment. It should be treated like one.

I also write about marketing, consumer behavior, and leadership, not as trends, but as forces shaping how people decide, spend, and follow. I’m the author of The Mind of the Modern Consumer, All Leaders Make Mistakes, Leading Gen Z, and After the Ladder. Each looks at a different pressure point: why people buy, where leaders misjudge, and what younger generations expect from institutions that want their trust.

My work connects data, global research, and cultural signals to explain what’s changing beneath the headlines. I’m skeptical of buzzwords, wary of tidy narratives, and interested in behavior, incentives, and second-order effects.

Originally from Australia, now based in the US.