I use AI to move from science and strategy to shipped work — across websites, email, content, creative and product experiences.
PhD scientist · Lifecycle marketing at Hexis · Edinburgh Napier University
Technical products usually pass through a chain of specialists before anything reaches the customer: strategy, scientific review, copy, design, video, development, CRM and revisions.
I can understand the product science, shape the message, build the creative and ship the customer-facing work — with fewer handoffs in between.
I can get close to the evidence and understand why a technical product matters.
I care about making technical products look and feel as good as the best consumer brands.
I use AI to move quickly from strategy into copy, creative, code and live campaigns.
I document how I'm using AI across lifecycle, creative and product marketing — alongside the products and companies I'm watching across sports tech.
How I'm using AI across lifecycle, websites, email, content, creative and product marketing — with the actual workflows and outputs behind the work.
Explore the work →Products, companies, launches and ideas I find interesting across performance technology, fitness and science-led consumer products.
Explore sports tech →I document the workflows I actually use — from the initial idea and strategy through to copy, creative, code and the finished thing.
Products, companies and ideas worth paying attention to across sports technology and performance.
My work sits somewhere between science, marketing, data, design and software.
Those disciplines used to involve a lot more handoffs. Increasingly, AI lets me move between them and actually build the thing — not just write the brief.
This site is where I document what I'm building, what I'm learning and the new ways of working that are worth keeping.
Nearly 100 issues tracking the products, research and technology moving performance nutrition — building an audience of ~1,000 professionals across elite sport.
