Media Consultant, ISBA
Alasdair is an independent media and growth consultant with 20 years' experience on the operator side of streaming, broadcast and platform media. He is currently working with ISBA, where his current work includes examining why real-world marketing investment so often diverges from the evidence base on brand and performance balance.
Before moving into consultancy, Alasdair led international growth for Apple TV, running go-to-market strategy across connected TV partner platforms. Prior to Apple, he was Senior Director of Media Strategy at NBCUniversal's Peacock, and before that Director of Media at UKTV (BBC Studios), where he redesigned the media operating model.
A long-standing advocate of evidence-led marketing, Alasdair brings a practitioner's view of how brand and performance investment translates into subscribers, revenue and lifetime value.