I build and scale digital media brands — websites, video formats, social accounts, audiences, and revenue. I started my career as a writer fascinated by this idea of "going viral." My interest led me to become the twentieth member of BuzzFeed Creative, which began a long career in Media & Advertising, where I was most recently the EVP of Content & Operations at Footballco — the world's largest football media company.
A venture agency using media-scale thinking to launch playful consumer products. The bet: when AI makes software trivial, brand, voice, and audience is the only durable moat.
Promoted to build bigger editorial IP and own diversified revenue. Launched multiple talent-powered franchises featuring A-list athletes and celebs. Affiliate to $2.25M, a 45K subscriber business, and experiential line. Hired an Emmy- and BAFTA-winning Exec Producer to begin our transition to longform TV & film production.
Hired to build the world's largest digital football property. Pivoted the company from web to social-first and built football media's first dedicated YouTube team. 65M → 160M+ followers; 200M views/yr → 2B/mo. Our branded content rev grew from $0 → $25M.
Oversaw a 32-person hybrid team shipping 3–5 original videos per week and delivering every commercial campaign in Europe. Launched BuzzFeed UK's YouTube (0→250K subs in year one), Tasty UK, Bring Me UK, and the first Affiliate team ex-USA.
Sent to London to scale the advertising business. Evangelised for the brand at Europe's biggest media agencies and ad festivals. Soon absorbed a far larger remit: editorial video, social, buzz, community brands like Tasty, and the German team.
Joined the team that made all of BuzzFeed's money, ~$25M a year globally at the time. Ideated, pitched, produced and delivered hundreds of sponsored articles.
My credits span writing, directing, operating camera, sound, editing, and more. Most of all I'm an executive producer: I frame the concept, put the best people together, and empower them to deliver.
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YOUTUBE▶The Achilles heel of every media company is reliance on big tech for distribution. I've built the diversified lines that don't live or die by the algorithm.
(re)Launched and ran a print + digital subscription business on Shopify, Klaviyo, Ghost & Beehiiv — marketing, content, and tech builds.
read on Digiday ↗Concepted and delivered consumer events with brand activations — Xbox, Reebok, Adidas, and more — owning event build, creative, marketing, content.
see the work ↗Stood up affiliate teams at BuzzFeed and Footballco — from a business plan to a team of 10. Sold a range of consumer goods, subscriptions, and services.
read on Press Gazette ↗Led the company's AI work for three years — shipping AI summary, email, translation, and GOAL-E, an answers product.
try GOAL-E ↗Loyalty schemes extending digital brands into purchase and merchandise.
see it ↗Ran websites my whole career — OMP revenue, CPMs, load speed, design, editorial. Led the goal.com rebrand and managed the product design team for a year during the CTO search.
visit goal.com ↗For fifteen years the job was the same: build an audience, package it for an advertiser, then sell it. BuzzFeed had the sponsored post, then the quiz, then sponsored video. Footballco had fan-led video, player-led video, and talent-powered programming. Each made millions because it married real advertiser needs to bona fide audience engagement.
SCHEME is that conviction pointed at consumer software. AI has made the engineering trivial — the hard part, the part I've spent a career on, is why anyone should care. So we build simple tools with oversized personalities: useful enough to keep, entertaining enough to spread. Lower CAC, better retention, real brand cut-through.
I like making things and shipping them. This is the next chapter of it.
