Even as a kid, I was obsessed ads. I loved the creativity of them, I found them exciting. I'd come rushing into the living room to watch my favourites, I was particularly fond of the Guinness and Wine Gums ads (according to my mum).

After leaving school I ended up dipping my toes into the world of design and marketing by creating posters and running the social media for a local nightclub in my town.

Working in that club reignited that childhood feeling, and I've been chasing it ever since. I went on to lead national advertising campaigns for Mango Bikes, taking them from organic social to OOH. Then I joined Specsavers, where I've spent the last few years leading creative teams inside one of the world's largest optical retailers.

I believe great advertising doesn't need explaining. When it works, people just get it. Everything I do is built around that goal.