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 I architected, a fleet of agents across multiple machines sharing one persistent memory. With it I built HAL, the conversational AI live on bay38.com. I shipped a 7-brand, 150+ product digital catalogue for Micheldever Tyre Services, one of the UK's largest tyre distributors. I 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 from the same fleet: a day to ship, years building the thing that shipped it.

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