TheStory...

1996 — 2001

The Graft

It starts in a Poundland warehouse: order picking, transport runs, stock audits, and supervising seasonal staff when the Christmas rush hit. Nights looked different. From '96 to 2001 I was a nightclub DJ across the West Midlands, promoting events, running promotions with record companies, and building a following the hard way. Yes, really. Days at a custom paint and bodywork shop rounded it out, running the counter as assistant manager and learning that a client base is built one negotiation at a time.

2001 — 2014

The Shop Floor

Thirteen years managing high-volume retail at The Works. The store climbed into the top 10 of more than 300 and turned over an all-time high. I trained new managers, taught regional managers merchandising, and invented stock promotions the company rolled out nationwide. Everything I know about customers, staff, and what actually sells was learnt here, on my feet.

2014 — 2018

The Switch

Retail moved online and so did I. At Nationwide Group I led the design and launch of independent websites and integrated platforms, grew annual turnover 150% in three years, and built an outdoor clothing and homeware site to £350k a year inside two and a half. Branding was mine end to end: logos, banners, promotional product, physical and digital media.

2018 — 2019

Solo Flight

Workwear101.com: my own project, designed and launched around one obsession, a seamless shopping journey. SEO, PPC, Google Merchant compliance, full campaigns across email, social, video, and display. Profitable within twelve months on minimal upfront investment.

2019 — 2025

The Turnaround

Compton Care, a hospice charity, gave me empty warehouse space and almost no budget. I built them an eCommerce department from nothing: processing areas, photo booths, multiple selling platforms. 36,000+ eBay sales at 100% positive feedback, 5,500+ store followers, income 31% above target in year one, and a non-revenue department turned profitable, owning the P&L and answering straight to the Directors. Ten people, five staff and five volunteers, went from zero eCommerce experience to running the whole operation. Along the way: an internal stock transfer system, click-and-collect, an independent website, and the single largest stock donation in the charity's history.

AUG 2025 — PRESENT

HQ

Now I'm General Manager & Head of Digital at Bay38, running day-to-day operations across a multi-brand group, workwear, embroidery and print, tyres and automotive, digital services, while owning the platform architecture underneath it, and working directly with the Owner/CEO on commercial strategy and investment.

The delivery layer is the part nobody else has: a proprietary multi-agent AI platform, a fleet of agents across multiple machines sharing persistent cloud memory with automated auditing, versioning, and deployment. It built HAL, the conversational AI live on bay38.com. It shipped a 7-brand, 150+ product digital catalogue for Micheldever Tyre Services, one of the UK's largest tyre distributors. It replaced the production team's spreadsheets with live Production and Sales Trackers, pushed DecoNetwork past its native limits with custom portals and template systems, and built the digital infrastructure behind a scale-up that doubled the production team and revenue. This site came out of the same fleet, in a day.

Education, since stories end where they started: A-Level Media Studies and Computer Science, ten GCSEs. The rest was learnt by shipping.