In school I planned on being a doctor, but when I finished my A-levels I realised that wasn't for me. Thankfully, I ended up running the marketing for a local nightclub in Derry, and it reminded me of what I'd always loved.

As a kid, I was obsessed with advertising. The Guinness ads. The Maynards Wine Gums campaigns. They didn't feel like ads. They were exciting. I'd come rushing into our living room when I heard them to watch (according to my mum).

Working in that club reignited that childhood feeling, and I've been chasing it ever since. I went on to lead national advertising campaigns for Mango Bikes, taking them from organic social to OOH. Then I joined Specsavers, where I've spent the last few years leading creative teams inside one of the world's largest optical retailers.

I believe great advertising doesn't need explaining. When it works, people just get it. Everything I do is built around that goal.