Helping organisations turn strategy into execution, and knowledge into performance
My first job was at McDonald’s in Buenos Aires, just as Argentina was emerging from dictatorship. It was the first restaurant to open after years of economic isolation, in a volatile economy shaped by hyperinflation. I was not observing from the sidelines, I was learning, shift by shift, what it takes to deliver a global brand promise in a local market under pressure.
That lesson has stayed with me. Frontline teams are where strategy becomes real. When people can get the right knowledge at the moment they need it, work gets easier, performance improves, and customers feel the difference.
I moved to London and joined the team building the first BBC.com website. Then I founded one of the UK’s first international sustainability consultancies in 2002, scaling it across the US, China and Europe before exiting in 2008. In 2011 co-founded Positive Luxury and exited in 2022.
Those years taught me that sustainability transformation is not about writing policies or setting targets. It lives in day to day execution, getting the policy to the person making the procurement decision, getting the compliance requirement to the supervisor on the factory floor, getting the right answer to the team member serving a customer. That’s where change actually happens.
Now I co-found and lead Edify Collective, an AI-powered performance support platform for frontline teams. We work with organisations across agriculture, retail, hospitality, manufacturing and healthcare, including EIT Food, a body of the European Union. We turn SOPs, policies and procedures into instant, role-specific answers that colleagues can access on their phones, in the flow of work.
I also serve as a Non-Executive Director at Watts 1874 and the British Beauty Council, bringing governance oversight to organisations navigating growth, transformation and ESG integration. I’ve advised leadership teams at La Prairie (Beiersdorf) and the United Nations Department of Economic and Social Affairs.
I speak at conferences and private executive sessions about the future of work, AI adoption, performance infrastructure, and how boards can provide oversight on sustainability without losing sight of commercial performance. My speaking work has included the World Economic Forum, LVMH, L’Oréal, Oxford Saïd Business School, the Financial Times Business of Luxury Summit, and Eni Plenitude.
I’m a World Economic Forum Young Global Leader, hold a degree in Global Leadership and Public Policy from Harvard Kennedy School, and wrote Reimagining Luxury (Kogan Page, 2024), which was Highly Commended at the Business Book Awards 2025.
Why Now?
A lot is changing at once.
AI is reshaping how work gets done, and most leadership teams are trying to keep up while still running the business. Across Europe, the regulatory direction is also getting clearer, with new expectations on how organisations use AI and how they report on sustainability.
But the biggest gap is delivery, not strategy. Frontline teams are asked to make fast decisions all day, yet the support they get is often stuck in slide decks, policies, or training that lives somewhere else.
I’ve spent 25 years working where technology, learning and organisational change meet. I’ve seen transformations succeed, and I’ve seen it fail. Most of the time, it comes down to one thing, the knowledge does not reach the person who needs it, at the moment they need it.
That’s what I speak about it, that’s what I advise on it, and that’s what I’m building Edify Collective.
