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Rainmaker Media

I am a digital media and commercial leader with more than two decades of experience across digital sales, audio, video, data and retail media. Throughout my career, I have been passionate about connecting technology, data and creativity to help brands engage consumers more meaningfully and, ultimately, drive measurable business outcomes. Today, I am focused on the rapidly evolving world of retail media and first-party shopper data, helping brands and agencies unlock the value of real purchase behaviour to create smarter, more relevant and more accountable media strategies. At Rainmaker Media, I work at the intersection of retail, media, data and commerce, helping clients move beyond traditional demographic targeting towards audiences built around what consumers actually buy, their shopping behaviour, purchase intent and their relationship with brands and retailers. I believe one of the biggest opportunities in modern marketing is the ability to connect the entire consumer journey, from audience discovery and digital engagement through to the point of purchase, and then close the loop by measuring the impact on actual sales. First-party data is transforming this opportunity, allowing marketers to move from assumptions and affinity-based targeting to real shopper intelligence. My work increasingly centres on how retail data can be activated beyond the retailer ecosystem, connecting powerful shopper audiences with platforms such as DV360, Meta and TikTok, while maintaining a clear focus on relevance, privacy, performance and measurable conversion. Ultimately, I see the future of media as being less about simply reaching audiences and more about understanding them, influencing behaviour and proving the commercial outcome.