About me

Think of me as the Gordon Ramsey of subpar branding, poor user experience and ineffective systems… but without the swearing. So how did I get here?

I have been passionate about raising standards for as long as I can remember.

Part nature, part nurture, I have ended up with a low tolerance for things that I feel are unnecessarily: confusing, unprofessional, laborious, frustrating, unreliable, complicated, unintuitive, counter intuitive, sloppy, untidy, shabby, incoherent, haphazard, inefficient and just generally substandard.

Thanks to my neurospicy brain and the variety of experience I have had in my working life over the last 30+ years, I can synthesise complex systems, quickly identify substandard practices across a diverse range of areas, and connect the dots for a broad variety of businesses in a way that others (including AI) would struggle with. This brings me joy and I really love helping others excel.

My interests and hobbies are as varied as my professional life. From my base in Edinburgh I enjoy discovering new places, learning French and Italian, riding my bike, cooking, Formula 1, camping, road trips, gigs, time traveling themed TV shows or films, photography and playing the guitar/drums.