Digital marketer, startup operator and consultant, now founder of Gecko Edge — an AI-powered football betting analytics platform. After years building and advising early-stage companies on growth and digital strategy, my focus is applied artificial intelligence: machine learning, predictive modelling and data analytics put to a real, testable problem. Gecko Edge uses statistical modelling and a Bayesian, expected-value approach to analyse football markets, and publishes a transparent, audited record of its results — the difference between AI accountability and AI hype. I comment on AI and machine learning, sports and football analytics, predictive modelling, data, and building startups.