James comes from a strong digital, innovation and customer experience background spanning FinTech, Cryptocurrency, eCommerce, Transport, and Pharma. James has previously held senior roles at the likes of Arriva, First, Bosch, and more.

A veteran of the dotcom bubble, James brings 20+ years of experience in delivering strategy. James heads up the Business and Go-to-Market Strategy teams at HYDN. James's expertise lies with a clear ability to work at both the strategic level and the detailed level, allowing him to build and align transformation with business objectives, the customer needs, the end-to-end customer journey, measurement frameworks, and marketing.