James brings over 30 years of experience in food, drink, hospitality, and service design, building products, programs, and experiences that connect with people and endure. His career spans a broad spectrum: from fine dining floors and founding an award-winning neighbourhood restaurant, to guiding global brands and early-stage ventures through product innovation and customer experience transformation. As co-founder of Brimful Drinks, he helped pioneer the alcohol-free movement, creating products and category-defining drinks programs that pair bold flavour with cultural resonance and social purpose.