About me

I've spent fifteen years being the person businesses call when something isn't working and nobody can say why.

I've worked across B2B SaaS, agencies, non-profits, and the public sector — always as the person handed the problem nobody else could diagnose. Different industries, same pattern underneath.

I've been on your side of the table too. I know what it's like to be accountable for the strategy and responsible for the execution at the same time. Everything I produce is designed to be picked up and used the next morning — not filed.

My degrees are in anthropology and English literature, and my PhD is in medieval literature. Anthropology is the study of how people construct meaning and why they behave the way they do — the foundational discipline for qualitative research. The PhD trained something else: how to work with incomplete information, synthesise across messy evidence, and arrive at conclusions you can defend. Neither felt relevant at the time. Both turned out to be exactly the job.

Outside work

Based in Galway. Sci-fi and horror, yoga, walking my dog. Strong opinions about 90s pop. My comfort film is The Mummy (1999) and I won't be taking questions.