Creative and strategic thinking technology leader, with 18 years of hands-on experience in commercial software engineering (8 years in heavily regulated industries Rail & Energy, Insurance), specialising in setting up diverse technical teams for success. He leads the technology and engineering strategy of Sainsburys Media Agency, that serves as the primary vehicle for monetising one of the UK's richest loyalty datasets. Over the past two years, his team has transformed the retail media landscape by building a first-in-class, unified ecosystem that seamlessly connects brands with shoppers. Their work empowers FMCG suppliers and partner agencies to make smarter, data-driven decisions and drive measurable commercial growth.