Meet the Team

One human who generally has the ideas with all coding, image generation and data analysis undertaken by some form of artificial intelligence.


  • Head Rancher

    I’ll admit I’ve got an unusual perspective on things.

    Influenced no doubt by a career covering an array of industries experienced via tech corporates and tech start ups.

    More recently in client side roles at Soho House & Neptune.

    CV in brief:

    ‘08 Carat Paris
    ‘11 Facebook (Meta)
    ‘16 Pinterest
    ‘17 Google (The Zoo)
    ‘18 Ad-Lib (exit to Smartly.io)
    ‘20 Soho House
    ‘23 Neptune

Origin Story

As unpromising positions go I remember being bottom in maths at primary school.

My parents made what I’m sure felt like a safe bet: ‘If I came first in maths’ they said, ‘we’ll take you to Disneyland’.

A few years later in the end of year summer exams, I topped the class and my parents made good on their promise.

What followed was a great love of data and a career in media experienced through media agencies, tech corporates (Pinterest, Google, Facebook) and most recently client-side with Soho House and leading the marketing department at Neptune.

I feel that the following are nearly always true and this forms the thesis for Dark Horse:

  1. Marketing, Merchandising & Finance are often siloed.

  2. Generative A.I. combined with a natural bias to tackle what’s visible means that creative is now commoditised and it’s the financial levers which are least optimised marketing tools to drive impact.

  3. The intersection of allowable cost and biddable media is the best means of achieving profitable growth.

  4. Determining what works in your advertising mix is more religion than science.

A cloudy sky with sunlight and numerous floating particles or snowflakes over a reflective surface.
Silhouette of a person behind textured, semi-transparent glass window.

Guiding Principles

Intelligent automation trumps artificial Intelligence.

I.A. > A.I.

Artificial Intelligence should not replace critical thinking and we take an approach which is about empowering people to make better decisions, rather than replacing them.

Transparency is essential in an era of ai prompts run in service of supporting partners or 3rd parties and clients will be given full disclosure of all ai-assisted calculations.

"The creation of something new is not accomplished by the intellect but by the play instinct" - Carl Jung