I have been working in media for the last 18 years in FMCG, retail and pureplay e-commerce across EU, US, LATAM and APAC regions. Currently, I'm am Omni-media director for Boots UK and ROI, with a focus on implementation of an Omni-Channel, consumer centric agenda ‚Äì with responsibility for both our consumer media agenda and also our retail media group ‚Äì Boots Media Group. I recently lead the eCommerce and Media transformation for ECCO and before that the delivery of global media strategies and activation for Booking.com. Highlights include in-housing all of programmatic advertising, building a global agency network, and transforming brand marketing to a data-driven approach by masterminding a new integrated marketing process. Formerly I was Head of Media Planning at Diageo Western Europe and head of digital for Nestle UK and ROI.