Hi, I’m Charlie.

I help growing businesses get more from their marketing. For 18 years I’ve worked on the same problem from every side — in marketing technology, agencies and big tech, and leading digital for a global travel brand across Europe.

What I’ve learned is simple. Most businesses don’t need more marketing. They need to know what’s working, stop what isn’t, and have the confidence to back winning strategies.

What I’ve done

Led digital across Europe for eight years for a global travel brand. Grew digital revenue 4x across five markets.
Cut agency costs by 20% while adding new skills focused on growth, not purely transaction volume. Grew digital revenue 20%+ in the same year.
Built a testing programme from scratch that added around 5% revenue a year by making more money from existing visitors.
Launched a second brand from zero to 20% of revenue in Spain and 30% in France.
Added new markets to spread risk, lower the cost of each sale and grow revenue.
Helped launch a new product at a major tech company, signing up its first 100,000+ organisations.
As global digital leader at a major tech company: cut 20% of wasted media spend through improved measurement. Linked online and offline sales, so marketing and sales worked to the same goals.
Started in agencies and ad tech, working with brands like Premier Inn, Trainline, Lastminute.com, Skyscanner and MoneySupermarket.

How I work

Straight talking.

I’ll tell you what’s working and what isn’t, even when it’s awkward.

Numbers first.

Every recommendation ties back to revenue, profit or cost.

Hands on.

I don’t just write the strategy. I help your team and agencies deliver it.

Built to last.

The goal is a team that can run without me.

Why AI matters to me

AI is changing how people find and choose brands, and it gives smaller businesses a chance to grow faster. More buyers now ask ChatGPT or Google’s AI answers instead of searching. I built my own tool to track how AI tools see brands, and I hold qualifications in AI from Wharton and Google. More importantly, it’s a genuine interest. I help clients get found in AI search and use AI well in their teams.

Why “Black Snapper”?

I needed a name that sounded like a highly exclusive, slightly intimidating Mayfair investment firm to ensure media agencies took my audits seriously. “Black Snapper” has that ring to it, keeping everyone on their toes before they realise it is just me fixing things. Also (and this is the true answer), I needed a name quickly so I could set up a bank account and get paid. This is what I came up with, and it stuck.

Outside work

I live in Twickenham with my wife and young daughter. In my free time you’ll find me cycling, or exploring the local parks with my curious little girl.

Credentials

BA Economics with Spanish, University of Sussex
AI Strategy and Governance, The Wharton School (2026)
Google AI Professional Certificate (2026)
Leadership Communication, INSEAD (2025)
English (native), Spanish (fluent), Italian (intermediate)