In October 1999 my career began with an unexpected bang when I set up my first digital agency Hypescape. Hypescape took off and was responsible for countless music and TV projects, primarily aimed at the youth market. It was a bit of a celebrity whirlwind working with global record labels and production and management companies. Clients included Sony & BMG, Universal, Warner Bros, Jive Records, Entertainment Rights, Pete Waterman Ltd, ByrneBlood, TForce, Hackford Jones PR, Shalit Global and many more.

Using online marketing, content and large online communities I helped TV shows become No.1 in their timeslot and artists achieve 23 Top 5 singles. This included three No.1’s, three multi-platinum No.1 albums selling in excess of 30 million records and sell-out tours with over 1 million tickets sold. To date I have built and promoted over 50 websites of varying size from enterprise to campaign microsites.

Outside of the websites I also wrote celebrity books, interviews, music reviews and behind-the-scenes reports from CD:UK, Top of the Pops, SM:TV Live, video shoots and gigs. At the time I worked on projects for the likes of Steps, Holly Valance, Craig David, Christina Aguilera, Five, Dane Bowers, Ben Adams, Basil Brush, Rupert Bear, Postman Pat and Eurovision. Some of my websites won Dotmusic Awards (now Yahoo! music).

Although a part of my heart will always belong in show biz and entertainment, after six fun and successful years managing Hypescape, I decided it was time for a change. In 2005 I went to work for Cancer Research UK, one of the largest charities in Europe.

As Web Editor I was responsible for developing the content, design and presence of the charity’s News & Resources website plus related campaign sites. This included helping the content teams with editorial, best practice standards and search marketing. The website has gone on to be a huge success and I hope my contribution helped.

In 2007 I was appointed to run the programmes department of the Internet Advertising Bureau UK (IAB) - the tradebody to the digital marketing industry. The programmes department is responsible for vital industry initiatives like education, standards, guidelines, training, business development and many of the IAB's Councils.

I work closely with senior marketers from across the entire internet industry including Google, Microsoft, Yahoo!, BBC, Channel 4, ITV, Sky, Guardian, Telegraph, Carat and the COI. These are just some of the 650+ companies, so it's busy, but constantly fascinating, insightful and I work alongside an amazing and dedicated team of people.

The bulk of my job revolves around chairing Councils - large committees of the industry's leading experts from publishers, agencies and advertisers – that collaborate to grow and protect the digital industry.

Initiatives I’ve worked on include educational publications; standardisation of display and video adverts used across the industry including the introduction of the new Half Page Ad; the first search marketing best practice collaboration between Google, Microsoft and Yahoo!; building new departments including the IAB’s new games advertising division; plus supporting the IAB team on its varied projects.

When I hit a decade of working in digital marketing, I was lucky enough to be named one of Media Week’s 30 Under 30.