Citizen of Nowhere

Who I work with

One discipline, seven kinds of buyer.

The work is the same everywhere: turn an organisation's own audience data into something governed, measurable and worth paying for. I have done it for leagues, clubs, platforms, agencies and their clients, in the US, the UK and 58 EMEA markets. Open the door that describes you.

Leagues, federations and governing bodies Major leagues, national federations, tours and new competitions North America, the UK and Europe

What you bring to the first call

“The league needs one view of the fan across clubs that compete with each other, and the clubs need a reason to share.”

What I bring

  • Ran data governance and martech products across all 32 NFL clubs: the federated model, consent and data standards, club toolkits and executive readouts.
  • Led marketing technology across 30 MLB clubs from the league office: the Adobe Experience Platform rollout (20 percent engagement lift), the league-wide email RFP and bringing LiveRamp into the league.
  • Both models from the inside: a central league that holds digital rights, and a federation where clubs keep their own data.
Clubs, teams and franchises Football clubs, US franchises, venue operators and women's teams Europe, the UK and North America

What you bring to the first call

“A dozen businesses share one fan, and each keeps its own record of that fan.”

What I bring

  • The Club Data Blueprint: six layers, one sequence, implementation plans by club type.
  • Club-side adoption at league scale: the toolkits and journeys that 62 NFL and MLB clubs used.
  • A live reference build in the Studio: identity, consent, audiences, activation and measurement on synthetic fans.
Owners, investors and multi-club groups Private equity, family offices, single-owner multi-club groups, new owners US capital investing in Europe, and the reverse

What you bring to the first call

“The fan data is part of the price, and nobody has looked at it properly before signing.”

What I bring

  • Technical diligence written for an investment committee: what the asset is and is not, revenue per known fan, stack costs and exit terms.
  • A 100-day plan for the data foundation after completion, run locally rather than from a deck written in another city.
  • The group model: one core data model, per-club configuration, consent by jurisdiction.
Media owners, streamers and platforms Broadcasters, streamers, audio, publishers, commerce and retail media networks US, UK and EMEA

What you bring to the first call

“The first-party audience is the asset on the slide, and the commercial team still cannot package it, prove it or sell it to a partner.”

What I bring

  • Spotify: global audience measurement and monetisation frameworks across a 500-plus person sales organisation, contributing to a 40 percent year-on-year rise in audience-targeted revenue.
  • Amazon Ads: clean rooms, Connected Identity and measurement on Amazon Marketing Cloud for 30-plus Tier 1 advertisers.
  • Adform: product director and commercial owner of the DMP across 200-plus partners, and the European data consultancy built from zero.
Agencies and holding companies Media, data and sports-marketing agencies, holding-company data practices London, New York and 58 EMEA markets

What you bring to the first call

“Clients want identity, clean rooms and AI built into the offer, and the pitch needs someone who has run it on the client side.”

What I bring

  • Digitas and Publicis: product owner of Samsung's identity-linked CDP, 220 million-plus identities, leading a 20-plus person data team.
  • Annalect and Omnicom: the identity and measurement product suite rolled out across 58 EMEA markets.
  • GroupM: primary data lead on five holding-company pitches, and the deployment of Signet Jewellers' identity-linked CDP.
Brands and sponsors Sponsors, consumer brands and their measurement teams Anywhere a rights deal needs proof

What you bring to the first call

“The sponsorship renews on reach, and nobody can show what it did for the business.”

What I bring

  • Advertiser-side measurement inside clean rooms: the analytical question first, then the aggregation that survives privacy rules.
  • Measurement frameworks with MMM and multi-touch attribution side by side, built for Facebook Workplace.
  • The rights-holder side of the same trade, so the measurement design works for both parties.
AI, data and martech companies AI companies, CDPs, clean rooms, fan engagement and sports data platforms Entering sport in Europe or North America

What you bring to the first call

“A strong product with no reference customer that boardrooms recognise, and a sales motion built for a market that works differently.”

What I bring

  • The buyer's view: I sat on the procurement side at MLB and the NFL, where vendors pitched the league and the clubs every week.
  • Product leadership on the vendor side at Adform, Skimlinks and VisualDNA.
  • A rule I keep: when I work for a vendor, I do not advise any property on a choice where that vendor is in the running.

Engagements

Start from your problem.

Nine problems, each routed to one engagement with its trigger, its output and what I need from you.

The problem router

Full-time

Hiring for this?

I am open to a senior in-house role at a league, an agency, a platform or a sports technology company. The roles, and what I would own in them, are on one page.

For hiring managers