I bring fourteen years of experience across data, addressable technology, and television. I began my career at Sky Media during the development of AdSmart, contributing to one of the first household-level targeting platforms in the UK. I later joined Finecast, where I worked with leading innovators, including Jakob Nielsen, to advance the next generation of addressable TV solutions as the industry moved toward IP delivery.

I cut my teeth in Linear TV at both Sky and Channel 4 within their trading teams, which provided a detailed understanding of pricing, supply, and audience behaviour. This background enables me to bridge the gap between Linear and CTV with precision, ensuring brands understand how the two environments complement one another and where the true incremental value sits.

After moving agency side, I focused on evidence-led measurement using tools such as ActiveVoice, Innovid, and other best in class technologies. My aim was to unify and deduplicate performance across Linear and CTV so that brands could quantify the real effect of converged television with clarity.

I am now the founder of Reigning Media, a media planning and buying agency built on data, addressable delivery, and IP based measurement. My work centres on helping brands unlock the strategic advantage of connected television, ensuring that advanced targeting, high quality context, and robust attribution underpin modern media investment.