James is the Founder and Managing Director of PROOF Insight, which he set-up in 2020. In 3 years, PROOF has become a multi-million-pound business servicing all major global drinks brands through a combination of technology-led services and proprietary tools. Prior to founding PROOF, James was Group Insight Director for C&C Group, the largest distributor of drinks across the British & Irish Isles. James has established and grown award-winning Data, Analytics, Research & Insight teams for multiple businesses over the past 15 years. Outside of work James is a school Governor and children’s football coach.