Who we are
As unpromising positions go I remember being bottom in maths at primary school.
My parents made what I’m sure felt like a safe bet: ‘If I came first in maths’ they said, ‘we’ll take you to Disneyland’.
A few years later in the end of year summer exams, I topped the class and my parents made good on their promise.
What followed was a great love of data and a career in media experienced through media agencies, tech corporates (Pinterest, Google, Facebook) and most recently client-side with Soho House and leading the marketing department at Neptune.
The idea for dark horse:
Dark horse began as a bit of a source of ai discovery and exploration and is now something of a side-quest.
The link between merchandising, finance & ecom was the lifeblood of digital success in the retail businesses served.
But Getting these groups together was always a challenge.
Despite being well aligned on the mission the teams were sufficiently de-coupled to bring about real inefficiency in in go to market process meaning that most decisions could have been much better informed.
That’s where a service like Dark Horse comes in.
Guiding Principles
Intelligent automation trumps artificial Intelligence.
Artificial Intelligence should not replace critical thinking and we take an approach which is about empowering people to make better decisions, rather than replacing them
Transparency is essential in an era of ai prompts run in service of supporting partners or 3rd parties and clients will be given full disclosure of all ai-assisted calculations.