James Morrison leads brand at Laithwaites Wine, where his mission is to get more people to know, love and choose Laithwaites. His broad remit spans brand strategy, proposition development and customer experience, alongside advertising, media, content, sponsorships and ambassadors.

James has spent over 20 years in marketing and brand building, with previous senior roles at Waitrose and John Lewis, having started his career at the Co-op.

He’s passionate about the power of brand to drive business growth, believing that great brands are built not just through brilliant advertising, but through every aspect of the customer proposition and experience. He’s particularly interested in how creativity, customer experience and commercial effectiveness come together to build brands people genuinely want.