About me
I’m the CEO of Switch, a B2B brand and marketing consultancy I run with my brother Ed. I co-founded Switch Digital in 2013; in 2016 we merged with Switch to create a single unified agency. In 2019 Ed and I bought out our two partners, and we’ve run it together ever since.
The part of the Switch story I’m proudest of is the transformation. We went from a 360° agency serving every kind of client in Malta to a predominantly B2B consultancy working with brands that make a difference in the world around them, and in the past four years our clients went from Malta-only to mostly the UK and the US. We did it deliberately: a four-day work week, a fully remote team, and a culture where kindness is an operating principle rather than a poster in a kitchen.
None of that is incidental. One of my main goals in life is to prove that you can run successful businesses with kindness, and that the most sustainable businesses are a positive influence on their clients, their people, their communities, and the environment they operate in. Switch is my working proof.
Alongside Switch:
I work as a fractional CMO and strategy consultant with a small number of owner-led manufacturing and technology companies, mostly in the US and the UK. The work is usually decommoditisation: getting a specialised business back to being chosen for what it does, rather than what it costs.
I coach CFOs across the United States with Dope CFO, helping them build their own practices serving the cannabis industry.
I’ve been a Vistage member since 2018 and a Vistage Chair since 2023, spending part of every month helping a group of business leaders make better decisions and build companies worth being proud of.
I completed Stanford Graduate School of Business’s Executive Leadership Program in 2022, and I’ve guest lectured on marketing at Northeastern University’s D’Amore-McKim School of Business since 2020.
I sit on the Strategic Committee of ICOM, one of the world’s largest networks of independent agencies.
What clients seem to value most, after the strategy work itself, is stubbornness and reach. I stay with a problem until it moves. And two decades of building businesses across the US, the UK, and Europe means I usually know someone who has already solved whatever you’re facing: a Vistage chair, an ICOM agency on the right continent, a specialist I can put in a room with you within the week.
Mentoring is the thread through all of it. Beyond the formal work, I regularly help people around me start and build businesses of their own, sustainably.
Away from work, I live in Gozo with my wife Sarah – who’s an amazingly talented artist across many mediums but focuses on embroidery with The Secret Rose. We’re slowly (oh so slowly) rebuilding and renovating a 400-year-old farmhouse. I write, I hike, I run (very slow marathons included; I train for them regularly, with mixed grace), and I shoot street and architecture photography. I read a lot of philosophy, with a soft spot for the existentialists and the Stoics, though I’ll make the case for the Epicureans and even the hedonists over a glass of wine. One of my favourite conversations is how we can collectively choose better, consume better, and leave things better than we found them.
If any of that sounds like the start of a conversation, I’d genuinely like to hear from you.