James is a seasoned performance marketing leader with over 15 years of experience driving growth for global brands across platform and agency roles. As Brand Partnerships Manager for Financial Services at TikTok, he helps fintech and financial brands deliver creative, results-driven campaigns that convert.

Previously at Meta, James led go-to-market growth strategies for fintech disruptors, helping clients exceed multimillion-pound revenue targets through advanced performance frameworks. Earlier, as Performance Director at WPP, he managed £145M in annual billings across multi-channel remits including activation, analytics, and attribution, building high-performing teams while delivering measurable business outcomes. His track record reflects a deep commitment to transparency, innovative storytelling, and performance strategies that maximise client value.