James is the Head of Content Marketing & Distribution at NatWest Group, where he leads a multidisciplinary team responsible for award-winning campaigns and purpose-driven storytelling. A former graduate trainee who has risen through the ranks, James oversees content strategy across the UK’s largest business bank and has played a pivotal role in launching NatWest Business on various platforms including Spotify, Reddit and TikTok, redefining how B2B brands show up in culture.
His standout work includes partnerships with ITV and Alison Hammond for the “Backing Business” campaign, which helped NatWest become the UK’s #1 bank for start-ups. He’s also led work for the Group’s Team GB sponsorship content and developed the NatWest Business Show, bringing business and cultural icons into the conversation including Gary Vee and Steven Bartlett.
James’ approach blends data-driven rigour with a creator’s mindset. A passionate public speaker and marketing judge, he regularly experiments with new platforms, AI, and personal branding formats—guiding both colleagues and business leaders on how to build influence and connect with audiences in the modern world of marketing.
Outside the bank, James is a content creator, photographer, and podcast host whose emotionally honest spoken-word videos have resonated with thousands online. He creates content at the intersection of identity, creativity, and healing—often drawing from his own experiences of navigating self-worth, mental resilience, and belonging.
James’ leadership is defined by authenticity, curiosity, and a passion to uplift others. He loves shaping strategy in the boardroom just as much as he is making videos in the living room!
