I began working in digital in 1999 as I was fascinated with new technology and its effects on human behaviour, particularly from a marketing perspective. I have spent this time in consulting, agencies and client side digital roles covering the whole range of digital from marketing to full transformation projects through strategy, customer experience, eCommerce and technology. I served over 5 years on the IAB UK Social Media Council and have experience across several sectors including B2B, FMCG, consumer electronics and more recently financial services. I am also a Non-Executive Director of a UK-based AI advertising technology platform.