── THE STORY ──
I spent 20 years building someone else's dream. Then I stopped counting my holidays and started counting what actually matters.
This is what happened in between.
CHAPTER ONE · THE LADDER
Disney. Olympics. PlayStation. Top Gear. Sainsbury's.
The brands were world-class. The life it was building wasn't mine.
For two decades I managed world-class digital teams and omni-channel campaigns for some of the most iconic brands on the planet. From the outside it looked like success. Senior titles. Boardrooms. Global campaigns.
But somewhere along the way I started counting my holidays. Dreading the London commute. Sitting in rooms full of political agendas and slow decisions, pretending to be someone I wasn't.
"When I hit my 40s something shifted. I realised how precious time is. Who we spend it with. What we are creating. And why."
CHAPTER TWO · THE MOMENT
I was capable of more. I just needed to stop asking permission.
I didn't want to count my holidays anymore. I didn't want to face the daily commute or turn up and play yes-man to someone else's agenda. I wanted to work directly with founders, visionaries, people who make decisions fast, who create jobs, wealth and freedom.
I knew I had the skills. Two decades of experience building campaigns, leading teams, understanding what makes audiences move and businesses grow. I just needed to point all of that at something that was actually mine.
In 2018 I took the leap. I set up Lead Hero and never looked back.
"I didn't want to build someone else's empire anymore. I wanted to build something real, with the people I love."
CHAPTER THREE · THE FAMILY
Carolina said yes. To the business and to everything that came with it.
My wife Carolina has been instrumental in everything we've built. She brings strategic marketing insight, empathy and client care that I simply couldn't replicate. Lead Hero has always been a family business, and we love working with family businesses.
Then came Leia.
Our daughter is two years old and she is the light of everything. She travels with us, she disrupts our calls in the best possible way, and she is the living proof of why we do what we do. She is my best friend, my partner in crime, and the reason the mission matters beyond revenue.
SMEs are the backbone of our economy. Founders who build real businesses create real jobs, real freedom, real lives. That's who we serve. And that's who we are.
"I'm a creative. A singer. A songwriter. I could never hide that, and I stopped trying."
CHAPTER FOUR · THE CREATIVE
The business had to be an extension of who I actually am. Authentic. Cutting-edge. Impossible to put in a box.
Outside of business I perform original music under the name CAIYO. It started as a legacy project for my daughter, something she could one day hold and say: this is who her father was beyond the work.
Long before I built a business, I was writing songs. No boardroom ever changed that. Over the past decade I've performed alternative pop-rock across some of London's most iconic venues: The Scala, the 229 Venue, The Indigo at the O2, while quietly building something most artists never figure out: a genuine international fanbase, built entirely online, from scratch.
When it came time to record my debut album Circles & Squares, I didn't wait for a label. I spent twelve months in the studio with Steve Bush, the producer behind three of the Stereophonics' best-selling albums, and funded every penny myself. I ran a crowdfunding campaign entirely on my own and raised $50,000 through social media strategy and digital hustle alone. No manager. No budget. Just a belief that if you build real connection with real people, the rest follows.
That campaign taught me more about audience-building and digital leverage than any marketing course ever could. The same instincts built Lead Hero.
Lead Hero was never going to be a grey, corporate consultancy. It had to be fun, interesting, cutting-edge and genuinely human. The kind of business I'd actually want to work with.
CHAPTER FIVE · THE MISSION
Helping founders navigate the AI-driven world. No myths. No fluff. Just systems that work.
200+
Businesses helped
20+
Years experience
20%
More sales in 90 days
The RED Method is everything I learned from the mistakes, the breakthroughs, the boardrooms, the campaigns and the hundreds of businesses I've helped scale, distilled into a system that works. Marketing should amplify a system that works, not compensate for one that doesn't.
If you're building something real, let's talk.
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