For me, life has always been about understanding people, what drives them, what shapes their choices, and how trust is built across cultures and experiences. After 25 years in the British Army, serving in every UK conflict across the globe, I came to see leadership not just as command, but as empathy in action: the ability to see the world through another’s eyes and still move forward together.
My experiences with the British Government reinforced the conviction that progress, whether in policy or in people, begins with a comprehensive understanding of the underlying reasons. Transitioning into the language industry and subsequently into advertising and marketing appeared as a logical extension of this trajectory. Effective communication, persuasion, and engagement are fundamentally rooted in human insight principles that have consistently directed my professional journey.
Holding a master’s degree in psychology and motivated by a lifelong interest in human behaviour, I regard marketing not merely as a means of sales but as a form of storytelling: uncovering truths that resonate and inspire. My current professional focus is on establishing meaningful connections and facilitating communication with authenticity, purpose, and empathy for people and organisations in an increasingly diverse and interconnected world.
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