With over 20 years of digital marketing experience at industry leaders like Adobe and Awin, James founded Numerical to empower marketing teams through AI-driven automation and advanced AI agents. Most recently, as Director of AI Strategy at Awin Global, he led enterprise-wide AI initiatives across product and research, bridging technical capability with business impact. His previous leadership roles include UK Strategy Director at Awin and Head of Client Services at Adobe Advertising Cloud. A recognized authority in the field, James chairs the APMA AI Task Force, sits on the UKAI Agentic AI working group, and is a frequent speaker on generative and applied AI across Europe.