With no degree and no obvious path forward, I did what anyone would do…

I joined the military.

I left Northern Ireland with no university degree to join the Royal Navy as a Communications Specialist. After conducting counter-narcotics and counter-piracy operations on the open seas, I crossed over into British Army Intelligence, serving in Afghanistan.

After nearly a decade in the military, I leapt into the private sector, where I helped prevent kidnappings, managed enterprise risk, and led Cyber Threat Intelligence operations for major banks.

It was occasionally fast-paced. High-paying. And for a while, it was exactly what I wanted.

But over time, I realised I’d built a career that no longer aligned with the kind of life I wanted to lead. I didn’t want to climb a ladder. I wanted to build something of my own.

Something creative.

Something meaningful.

So, in 2022, I launched Switchfire, a full-service advertising agency. We help high-growth and ambitious businesses build brands that matter - through smart strategy, magnetic content, and bold creative.

Today, my work blends everything I’ve learned - from delivering intelligence briefings in warzones to writing brand scripts for high-growth startups.

It’s all storytelling. It always was.

When I’m not building Switchfire, I make YouTube videos and coach other founders on how to build their own category-defining brands.

This isn’t the end of my story; it’s the part where I finally took the pen back.