Executive Background & Industry Leadership
“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.”
Core Experience & Industry Roles
European Framework Leadership | Ad Net Zero
As Director of European Markets for Ad Net Zero, I lead the expansion of the advertising industry’s primary climate action framework across the region. By connecting key industry leaders, I help build the cross-border partnerships required to operationalize carbon reduction across the international media supply chain.
Corporate Operations & Commercial Media | Street Media
Through Street Media, I anchor my advisory work in decades of commercial reality. Specializing in high-stakes change management, corporate media deployment, and strategic media operations, this platform underpins my advisory services for enterprise clients and media networks.
Digital Publishing & Greenwashing Insights | Wasted.ie
Launching Wasted.ie in 2018 as a pioneering digital platform dedicated to sustainable consumer living, I spent years analyzing audience sentiment around green claims. This hands-on experience allows me to help brands communicate their environmental journeys authentically while avoiding greenwashing risks.
Cross-Sector Partnerships | Our Positive Future
Recognizing that execution is often the biggest hurdle in ESG strategy, I established Our Positive Future to bridge the gap between enterprise brands and verified sustainability initiatives—facilitating commercial partnerships that turn corporate ambition into real-world action.
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 commercial advertising business operates within them.
My career has been built on launching media platforms, driving commercial strategy, and navigating complex market evolutions across Europe. Today, I combine that background to serve as an independent advisor and facilitator—helping the European media ecosystem collaborate effectively, protect brand value, and move forward with confidence.
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)