Strategist | Creator | Early Adopter

Introduction: A Career Defined by Evolution

My professional path has never followed a straight line — and that’s by design. From international record deals to industrial software innovation, and now AI strategy and creative technology, each chapter of my career has been driven by one core idea: adapting early to what’s next.

Over the years, I’ve applied my skills across industries as diverse as music, entertainment, defence, energy, real estate, and leisure — helping organisations grow through a fusion of strategic insight, creative execution, and technology-driven transformation. Today, that journey continues through my work in artificial intelligence — guiding individuals and businesses as they transition into an AI-powered world.

Creative Foundations

My career began in the music and entertainment industry, where creativity wasn’t just encouraged — it was essential. As a multi-instrumentalist and music manager, I negotiated international record deals, licensed music to global brands, and collaborated with iconic figures from both the music and combat sports worlds.

My debut album, released under Manfred Schütz’s MIG label, received international acclaim and reached audiences in over 25 countries. Schütz himself highlighted my branding and positioning work as a key reason for signing the project — a validation of my ability to build and communicate identity at a global scale.

During this time, I negotiated a licensing deal with UFC Hall of Famer Chuck Liddell, became friends with the late Stephan Bonnar, and spent extended periods living and working in the United States — particularly in Las Vegas and Los Angeles — where I forged connections across both entertainment and sports industries.

This chapter cemented my instinct for storytelling, emotional resonance, and narrative psychology — all of which continue to shape how I build brands, campaigns, and intelligent AI systems today.

Industrial Transition

Following my time in the entertainment industry, I made a deliberate move into the industrial sector — a shift driven by the desire to apply creative, consumer-centric strategies to B2B environments that were often decades behind in brand thinking and digital execution.

Initially brought in to modernise outdated branding and establish a meaningful online presence, my role quickly evolved into one of business development, digital strategy, and eventually, software design. I advised energy and defence companies on strategic marketing, customer value proposition development, and the execution of targeted video-driven campaigns that consistently outperformed industry averages — often generating 4x the typical engagement on platforms like LinkedIn.

This period also marked my first step into intelligent software development. I led the development of a bespoke market and competitive intelligence system for companies in the energy and defence sectors — allowing clients to track contracts, financials, rig counts, regional oil production, and more. While true AI wasn’t yet viable, the system mimicked aspects of intelligent automation, laying the groundwork for my eventual move into artificial intelligence strategy.

At the centre of all this work was a consistent methodology: clearly defined CVPs, content that speaks the customer’s language, and strategy built around purpose. That foundation still underpins everything I do today.

The AI Shift

The launch of ChatGPT marked a turning point in my career. Almost overnight, I began using AI tools to streamline research, accelerate content creation, and deliver strategic insights with greater speed and precision.

Today, my focus is on helping businesses transition confidently into the AI era — offering strategic guidance rooted in real-world experience. I’m certified by MIT in AI: Implications for Business Strategy and currently on track to complete an Executive Certificate in AI Strategy & Product Innovation.

Whether through tailored advisory services or full-scope transformation support, I help organisations explore the right AI tools, define their best entry points, and unlock competitive advantage with minimal disruption.