Following the completion of a degree in Human Physiology at London University, Greg started work at Young & Rubicam in London. Some years later, in 2003, Greg left the job of Managing Director of ZenithOptimedia and founded Experience.

This transition included the roles of Broadcast Director and Media Director of Young & Rubicam. He moved on to become Managing Partner and eventually MD of Optimedia and MD of the merged ZenithOptimedia, the UK's largest media company.

Whilst performing these roles he ran the COI's centralised TV buying (during the Government privatisations and £280million of TV spend); won Agency of the Year; with BMRB created Medusa, which remains the basis of modern optimisation software; launched I-Trade, interactive@optimedia and the village@zenithoptimedia.

He worked with British Airways for eight years for which in 2003 he won Campaign’s Best use of Research for "C21st Planning". He was also part of the team that in 2000 achieved Investors in People for Optimedia and in 2003 launched "The ROI Agency" proposition for ZenithOptimedia.

Greg has been on the IPA Training and Development Committee and the IPA Client Service Committee and presents at a wide range of industry events.