James Deakin
Strategy Director
James leads transformation initiatives at the intersection of innovation, AI, and organizational design. With a track record spanning GSK, Lloyds Banking Group, Sony, BMW, Diageo, and UK Government, he helps world-leading organizations evolve through strategic vision and technical depth.
James believes true transformation is systemic—rethinking how businesses operate rather than applying surface-level fixes. He combines behavioral science, emerging technologies, and market insight to build organizational capabilities that enable companies to adapt, unlock potential, and achieve sustained success. His work creates aligned autonomy across teams and embeds cultures of innovation and customer-centricity that persist long after projects complete.