From campaigns built for millions to words written for a few
I'm a marketing and communications leader with a career spent doing three things most people only do one of — strategic communications, creative direction and agency-level marketing — at Jack Morton (PUMA, BlackBerry, ESPN, Siemens, Pfizer, Nickelodeon), Bain & Company and Novartis.
I'm at my best when there's something to build, evolve or fundamentally rethink; and experienced enough to make it happen inside regulated, complex organisations as well as fast-moving creative ones.
UK born, at home in Basel.
What I do best
Brand Experience
Turning briefs into live integrated events, campaigns and moments.
Strategic Comms
Translating strategy into clear credible narratives, messages and stories.
Creative Direction
Setting direction, shaping the work, guiding teams, staying close to delivery.
Applied GenAI
Embedding AI into creative workflows, systems and decisions.
My career
Novartis
Communications & Brand Experience Leadership / Basel, Switzerland / 2019-Present
Big global in-house, high scrutiny, high stakes. I was hired as a Creative Director to build and lead creative capability, then moved through successive Director-level roles across brand experience and strategic communications. The work ranged from boardroom-sensitive narrative to large-scale delivery, including a major role in the Eurovision Song Contest sponsorship.
Bain & Company
Creative Director, Global Brand Experience / Boston, USA / 2012-2019
Global consultancy, sharp thinking, high standards. I led omnichannel creative across recruiting communications and candidate experience, redesigning Bain’s global careers platform and reshaping how the firm showed up in live, digital and content environments. The challenge was always the same: translate rigorous strategy into something human, clear and distinctive, without losing the intellectual edge that defines the brand.
myGlu / T1D Exchange
VP, Marketing and Communications / Boston, USA / 2011-2012
Six-person health startup, high stakes, no room for fluff. I led marketing and communications through launch, shaping positioning, voice and credibility, then moved on once the platform was live and the foundations were in place.
Jack Morton Worldwide
Director of Brand Partnerships / NYC & Boston, USA / 2005-2011
Large global agency, big stages, proper production. I led brand partnerships and experiential programmes from pitch to execution, shaping the idea, selling it in and then standing behind it when it went live. Clients included BlackBerry, NFL, ESPN and Nickelodeon, which meant work that had to be commercially sharp, creatively strong and resilient enough to perform in front of real audiences.
Photosound Communications
Senior Account Director / Cambridge, UK / 2001-2005
Smaller agency, sleeves rolled up, learn it by doing it. This is where I learned my craft, travelling the world weekly, building global healthcare trade-show and integrated marketing programmes and occasionally getting dusty on show floors at 2am. Promoted into a US-facing growth role, I combined account leadership with market expansion and new business, working with clients including GSK, Merck and BMS.
Crafted
I’ve always built things, from Lego rockets to early design projects. This site grows from that same instinct.
Most of the imagery is art directed by me using DALL·E. The tools enable, the judgement is mine.
Selected stories
How a simple musical conversation led me to writing the defining tagline for Novartis' Eurovision sponsorship in Basel.
I had coffee with a university student who wanted to break into marketing and creative communications work.
From AI-assisted workflows to new roles and operating models, this is a playbook for the studio of the future.
Why the strongest luxury brands don’t push for conversion, but allow desire, trust and inevitability to build quietly over time.
A year in a six-person team shaping voice, credibility, privacy and digital experience.
Turning a global legacy careers site into a modern digital brand experience, embedded into the core platform.
An essay on running through ten marathons, from my first in New York to an accidental Boston qualification.
An exploration of how GenAI can be used to visualise ideas and stories early, helping shape creative thinking before design begins.
What agency and client-side roles each get right, get wrong, and rarely admit.
A look at how I stumbled into the experiential marketing world and fell in love with exhibition halls.
Moving to Basel with a young family in 2019 and finding belonging, balance and community in Switzerland.
In a world of AI saturation and synthetic content, brand experience is emerging as the most credible and human way to earn belief.
How GenAI can shape and speed up creative work without losing your voice.
A look back at my Wellington School years and the lessons that shaped me long before I understood them.
How Wilfred Owen’s Dulce et Decorum Est transformed my sense of the English language.