“The media ecosystem doesn’t need more climate guilt; it needs operational clarity. People aren’t ignoring the sustainability transition, they are simply looking for a clear, safe runway to begin.”
European Framework Leadership | Ad Net Zero
As Director of European Markets for Ad Net Zero, I drive the expansion of the advertising industry’s core climate action framework across the region. By fostering cross-industry collaboration and connecting key leaders, I bring people together to build the partnerships needed to operationalize carbon reduction across the entire international media supply chain.
Corporate Operations & Commercial Media | Street Media
As the founder of Street Media, I anchor my advisory work in decades of hard corporate reality. Street Media serves as my core commercial and consulting platform, specializing in navigating high-stakes change management, corporate media deployment, and regional media strategy across corporate networks.
Cross-Sector Partnerships & Engagement | Our Positive Future
Recognizing that communication and execution are the biggest hurdles in the ESG transition, I established Our Positive Future. This initiative bridges the gap between major enterprise brands and impactful, grass-roots sustainability projects—facilitating commercial partnerships that turn corporate sustainability ambitions into verified, transparent actions.
Digital Publishing & Consumer Behavior | Wasted.ie
I launched Wasted.ie in 2018 under the Street Media umbrella as a pioneering digital lifestyle platform dedicated to sustainable consumer living. Through this venture, I have spent years studying audience sentiment and green claims, helping brands communicate their environmental journeys truthfully while avoiding the legal and reputational risks of greenwashing.
With over 25 years of operational leadership across commercial media, broadcast radio, and outdoor advertising platforms, I bring deeply practical sector insight to the sustainability transition. I don't just understand environmental frameworks; I understand how the advertising business operates within them
My career has been built on launching platforms, driving commercial strategy, and navigating complex market evolutions. Today, I use that collective experience to act as an independent advisor and facilitator, helping the European media ecosystem collaborate effectively, protect brand value, and move forward with confidence.
I work with media owners, agencies and brands to help them navigate global climate compliance, reduce distribution carbon footprints, and build practical, growth-aligned sustainability pathways.
Based in Spain | Serving the European Market
Lets Talk
Drop me a message here if you would like to chat further about any of the work I’m involved in
(or projects you feel I can help with)