As the former President and co-founder of Ticket Alternative and Freshtix, I was a leader in the ticketing space for nearly 20 years before making a timely exit right before the start of covid.
For nearly two decades, I built Ticket Alternative and Freshtix from the ground up, turning a scrappy indie idea into a multi-million-dollar live event services platform. The inspiration came from my time playing in and managing bands, where I saw first-hand how difficult — and expensive — it was for fans to simply buy a ticket. It always struck me as wrong that discovering an event was a moment of excitement, but buying a ticket felt like a punishment. I believed there had to be a better way.
Leveraging my relationships with smaller live-music venues — the ones the larger ticketing companies ignored — I created a platform dedicated to serving those who loved and those who created live events. We built our reputation on two simple but fiercely defended principles: lower fees sell more tickets, and outstanding customer service builds loyalty. And it worked. We sold millions of tickets, partnered with iconic venues like the Fox Theatre and Atlanta Botanical Garden, and operated across multiple ticketing systems with a best-in-class call centre and custom technology solutions — all while keeping the fan experience at the heart of everything we did.
Initially, Ticket Alternative operated as a services company, white-labelling a commercial off-the-shelf (COTS) ticketing system from Paciolan. But it didn’t take long for me to realise that no amount of customisation could bridge the gap between what we needed and what the software could deliver. To truly differentiate ourselves — and to bring my vision for a better ticketing experience to life — we had to build our own technology.
That realisation was transformative. I hired our first CTO, assembled an outsourced development team (later bringing it in-house), and oversaw the creation of our proprietary ticketing platform, Freshtix. Our first major client, Atlanta Botanical Garden, sold more than 450,000 tickets through Freshtix for their annual holiday event — a resounding validation of the platform’s capabilities. In time, we successfully migrated 99% of our clients onto Freshtix and sold the remaining few to Paciolan’s ticketing arm, TicketsWest.
Spotting market gaps became a habit. We developed a custom web-to-print e-commerce platform for event ticketing — the first of its kind — when no suitable solution existed. Recognising that nearly all our venues relied on wristbands, we also built one of the largest event wristband supply businesses in the U.S. Alongside these, we expanded into premium, white-glove call center services and on-site event operations staffing for major events across the country — offering a truly end-to-end solution for organisers and venues.
All of this was achieved while growing our client base year over year, strengthening our brand reputation, and ultimately attracting investors for my successful exit in early 2020, neatly timed just before the pandemic reshaped the live events industry.
I announced my departure in Billboard magazine in January 2020.
Pegasystems 2021-2023
After stepping away from Freshtix, I took a brief sabbatical before joining Pegasystems in early 2021 as a Principal Account Executive. It felt like a natural next chapter: throughout my time building Freshtix, I had grappled with the same challenges many global organisations now face — customising off-the-shelf solutions, struggling with technical debt, wrestling with disconnected systems, and trying to deliver seamless customer experiences in a fragmented digital world. At Pega, I was able to bring that hard-won perspective to the enterprise stage.
During my time away, I became a certified Pega Business Architect, deepening my expertise in workflow orchestration, real-time decisioning, and the digitisation of complex business processes. Working with complex, global organisations, I helped them move beyond legacy constraints — crushing business complexity, connecting disparate systems, and driving smarter, more agile operations that deliver meaningful outcomes.
Having spent nearly two decades believing that customer experience should never be an afterthought, it was deeply rewarding to influence how some of the world’s most sophisticated companies rethink customer engagement and operational excellence.
OutSystems 2023-present
In 2023, I joined OutSystems to focus on the next frontier of enterprise technology: AI-powered low-code app gen. After years spent building solutions from scratch and navigating the limitations of traditional platforms, I recognised that the future belongs to those who can innovate faster, with fewer constraints. OutSystems’ unified approach to design, development, and deployment radically simplifies the creation of enterprise-grade, business-critical applications — helping organisations like Mazda and Western Union modernise faster, reduce technical debt, and focus more on innovation, less on maintenance.
For me, it’s a natural continuation of my career-long belief that technology should be an enabler, not a barrier. Today, I work with ambitious, forward-looking companies, helping them transform how they build, operate, and deliver value at scale. OutSystems is growing at speed — and being part of a platform that’s redefining how software is built has been both invigorating and deeply aligned with my own growth journey.
Personal Life
This is my kid’s favourite picture of me on the internet with Ed Sheeran 🙂
Beyond the professional sphere, I’m a lifelong lover of live music, football (the real kind — I grew up in England), and collecting Adidas Spezial trainers. I still play keyboards in a Britpop band when time allows, proving that once a creator, always a creator. Music isn’t just something I play — it’s something I constantly seek out. I thrive on the algorithms of Spotify and YouTube, always chasing new sounds. Some of the coolest people I know have the widest-ranging musical tastes, and I’m forever grateful to those who introduce me to artists I’d never have discovered on my own.
Family remains at the heart of everything I do, and staying connected — to people, to ideas, and to new experiences — fuels my curiosity. Whether through travel, building relationships, or tackling new challenges, I believe discovery is essential to growth.
In every chapter — scaling businesses, transforming customer experiences, or helping organisations unlock new possibilities — I bring a builder’s mindset, a customer-first philosophy, and a relentless drive to leave things better than I found them.
Life, after all, loves the livers of it.
Get In Touch
- Connect with me professionally on LinkedIn
- Discover some of my original music on SoundCloud
- Catch my band’s latest updates on Facebook
- Explore my musical tastes on Spotify