James has spent more than 30 years working across sales, marketing and commercial strategy, helping B2B organisations turn complex growth opportunities into revenue. As JPC’s Growth & Strategy Director, he leads major deal, ABM and growth programmes for enterprise technology clients, shaping everything from customer value propositions and account strategy through to competitive pursuits and renewal. His recent work has helped JPC clients secure hundreds of millions of pounds in ICV through complex competitive bids, while strengthening the strategies, stories and stakeholder engagement behind some of their most important opportunities. James has a particular interest in how data, AI and human judgement can work together to improve decision-making, create competitive advantage and help sales and marketing teams win more consistently.