A strong start in sales

My career began with world‑class sales training on the IPC Magazines graduate programme. It shaped everything that followed. From there, I moved into managing and coaching sales teams – helping new starters grow into confident, capable sellers. Back then it was all about print ads and creative solutions at IPC and later NatMags (before it became Hearst), but the foundation has stayed the same: clear communication, commercial curiosity, and confidence.

Discovering a love for training

My first real taste of training came when the PPA asked me to design a bespoke workshop on creative selling. The moment I delivered it, I was hooked.

That workshop opened the door to a new career path—one where I could work closely with sales teams, uncover the hurdles they were facing, and build engaging, practical training that delivered measurable improvements straight away.

What keeps me energised

Today, I’m proud to have worked with over 200 organisations, from global media groups to small, family‑run businesses.

I love getting under the skin of a business – where it’s come from, how it works, and where the commercial challenges lie. And the more openly a client shares those challenges, the more precisely I can craft training that delivers real impact.

No two sessions are ever the same. It’s still thrilling to watch delegates lean in, take notes, nod in recognition, or quietly ask a question they’ve been sitting on for far too long.

Evolving with the times

Media never stands still – and neither do we. Our programmes continually evolve to reflect new platforms, new technologies, and the shifting realities of modern sales.

With Gen Z entering an already multi‑generational workplace, soft‑skills training has never been more essential. Confidence, communication, resilience, relationship‑building—these are now mission‑critical for high‑performing sales teams.

I’m also fortunate to work with a select group of associate trainers who share my belief that training should be fun, energising, practical, and real. Each brings deep experience and infectious enthusiasm to the room, ensuring our sessions stay dynamic and genuinely useful.