I’ve spent my entire career in retail, starting on the shop floor, where I developed a deep appreciation for the role of human connection in creating meaningful customer experiences. From there, I progressed into retail operations and later technology, holding senior roles at brands including Burberry and Jaeger.
Eight years ago, I founded Proximity, a clienteling technology business driven by a belief that the future of retail would be shaped by how well brands empower store teams to build genuine, lasting relationships with customers. Today, we partner with more than 30 leading luxury and premium retailers worldwide, delivering an innovative clienteling platform that helps brands create seamless, personalised customer experiences.
What has become increasingly clear is that clienteling is no longer a “nice to have”, it is now table stakes. Physical stores are strategic assets, and store teams are brand ambassadors with the ability to inspire loyalty in ways no digital channel can replicate alone. The brands leading the way are investing in tools and insights that help associates build stronger customer relationships and drive long-term lifetime value.
Having worked across both the operational and technological sides of retail, I bring a grounded perspective on how clienteling is evolving and why it is becoming central to the future of modern retail. Alongside leading Proximity, I regularly contribute to industry conversations through speaking engagements, publications, and advisory work focused on retail innovation and customer experience, and I’m proud to be recognised as one of Retail RETHINK’s Top 100 Retail Influencers.
