About Me

I’ve spent over 25 years working in marketing and digital teams — running departments, building services, delivering for clients, and watching incredibly smart people burn time on work they never signed up for.

Status reports. Admin. Repetitive updates. Rebuilding the same decks. Chasing information that already exists somewhere else.

Every role I’ve had, I kept thinking the same thing: there has to be a better way.

Where this started

Long before “AI” became a headline, I was already automating anything that got in the way of meaningful work. From early tools like IFTTT and Zapier, through custom scripts, APIs, and workflow engines, right up to today’s LLMs and agent-based systems — I’ve always been focused on one thing:

Freeing people up to do the work they’re actually good at.

That mindset shaped how I built and ran my own business.

Practising what I preach

VH Digital was deliberately designed as a stress test.

I wanted to see how far automation could really go — not in theory, but in day-to-day operations. The result was a one-person business powered by hundreds of automations, integrated tools, and AI-assisted workflows that made it operate like a much larger team.

• Not demos.
• Not experiments for show.
• Real systems running real work.

That hands-on experience is what I now bring to clients.

How I work today

I don’t sell AI for the sake of it, and I don’t believe in “tool-first” thinking.

My work sits at the intersection of:

• Operations (how work actually gets done)
• Technology (what’s now possible)
• People (how teams really behave)

I focus on implementation — taking ideas, audits, and opportunities and turning them into systems that:

• Remove friction
• Reduce manual effort
• Improve consistency
• Scale without adding headcount

Sometimes that’s automation. Sometimes it’s AI agents. Sometimes it’s simplifying or removing tools altogether.

Philosophy

No one joins a company because they love admin. No one does their best thinking while buried in busywork.

I believe technology should get out of the way, not add complexity. Systems should feel intuitive, not fragile. And AI should quietly do the heavy lifting in the background — so people can focus on creativity, strategy, and decision-making.

I’m constantly experimenting, building, breaking, and refining — not because it’s trendy, but because this space is moving fast, and the best way to understand it is to use it every day.

• This isn’t theory for me.
• It’s how I work.
• It’s how I think.
• And it’s what I enjoy building.