I started with a community pharmacy background and a patient-first operating lens.
AI consulting for customer-first businesses.
I help operators design AI automation workflows that improve efficiency while protecting the customer experience that makes a business worth trusting.
founder-ledworkflow designcustomer experience
About me
From community pharmacy to digital healthcare scale-up.
I start from a simple operating belief: long-term trust beats short-term extraction.
I started out as a community pharmacist in 2006 and saw how often large chain pharmacies failed to put patients first. I believed pharmacy could be more personal, more accessible, and more focused on the people it served.
When I took over a community pharmacy in Aberdeen in 2010, I put that belief into practice by reducing waiting times, adapting opening hours around patients' needs, and improving access to services as demand for online management grew.
In 2015, my co-founder Addy and I launched Simple Online Healthcare to make high-quality, affordable digital healthcare more accessible across the UK.
My role moved quickly across digital marketing, product development, data analysis, customer service, and whatever else was needed to improve the patient journey and build a service people could trust.
Seven years later, Simple Online Healthcare had grown from a team of three into a business with more than 150 employees across multiple regions. After helping scale the company to over GBP 120 million in annual revenue, I stepped back in June 2025.
After a few months away, the rapid development of AI pulled me back in. My focus now is helping businesses use AI to remove repetitive work, listen better to customers, and deliver stronger service.
I helped grow Simple Online Healthcare from three people into a multi-region team.
I supported annual revenue growth beyond GBP 120 million before stepping back in 2025.
I design automation around efficiency, care quality, and customer experience.
How it works
A practical consulting sprint, not AI theatre.
I work with operators who need useful systems, fast testing, and clear decisions rather than another strategy deck.
Founder diagnostic
I map the business model, customer journey, tools, constraints, and operational bottlenecks.
Workflow opportunity map
I prioritise where AI can remove repetitive work without weakening service quality or accountability.
Prototype and playbook
I design the first automation or assistant, plus the rules, prompts, handoffs, and measurement loop around it.
Implementation support
I guide the build, test edge cases, train the team, and turn the first win into a repeatable system.
AI automation
We make automation faster without making it harder to control.
We believe AI automation should make your team faster, not less controlled.
Human-in-the-loop where judgement matters
We build workflows that remove repetitive tasks, connect tools, and help teams move from idea to output with fewer manual steps. Where judgement matters, we add human-in-the-loop approval gates so people stay in control, and important decisions, brand-sensitive content, and customer-facing actions are reviewed before they go live. We aim for practical AI systems that improve speed, consistency, and efficiency while keeping accountability where it belongs.
Pipelines that work with your existing tools
We connect automated pipelines directly to the tools, data, and systems your team already uses. We link AI workflows with CRMs, spreadsheets, analytics platforms, CMS platforms, inboxes, databases, and third-party APIs, so work moves between systems without constant manual handover. We make workflows able to respond to live data, enrich outputs with real context, and keep records updated automatically.
Roadmap
I use the same logic I used to scale care.
I use the same logic I used to scale care: understand the customer, improve the journey, build only what earns trust, then keep iterating from real use.
Customer reality
I identify the moments where customers wait, repeat themselves, get confused, or fall through cracks.
Operational audit
I separate repetitive tasks from judgment calls so automation supports people rather than replacing care.
AI system design
I define the assistant, workflow, knowledge base, or internal tool that should ship first.
Build and handover
I create the operating playbook, team handoff, and measurement loop needed to make the system stick.
Scale what works
I use feedback to improve the workflow, reduce friction, and decide what deserves a second build.
What you get
Clear outputs your team can use.
I do not want to leave you with a deck that gathers dust. I want to leave you with a sharper operating system for deciding what to build, test, and improve next.
AI opportunity map
I give you a prioritised view of the workflows where I think we should explore automation first.
Journey improvement lens
I review how AI can improve speed, clarity, convenience, and service quality.
Prototype specification
I write a practical brief for the first workflow, assistant, or internal tool.
Handoff and governance
I define rules for ownership, quality checks, escalation, and continuous improvement.
Consulting
Work with me on your AI workflow.
Tell me about the business, the customer journey, and the workflow you want to improve. My first job is deciding whether AI is genuinely the right lever.