My Other Life is a new NDA column that steps outside the day job. In each column, we ask someone from across the digital media space about the hobby, passion project, or side hustle they pursue when they’re not in the office. Because there’s usually more to people in this industry than their job title suggests.
What is your day job?
I’m the Senior Director of Global App Monetisation at Assertive Yield, an independent adtech company helping publishers and advertising platforms get more value from their programmatic infrastructure.
I focus on App publishers across mobile and CTV, as well as SSPs, helping them maximise yield while reducing infrastructure costs. I’ll spare everyone the adtech rabbit hole.
What’s the “other life” you lead outside the industry?
Most people in the industry probably know me as the person with the best hugs, and as a father of four amazing children.
What people might not know is that I also have my own podcast, Leadership in Colour, and I’ve recently opened The First Studio, two creator studios in Hoxton.
How did you get into it, and how long have you been doing it?
Leadership in Colour started as an internal project at Criteo. I took it external after people told me it was worth doing properly, then a friend convinced me to add video, which added an entirely new level of complexity.
I’d either book studios or wheel a suitcase of cameras, lights and microphones into someone’s office. I enjoyed the shoots, but the setup was a lot of work, and studios could feel transactional: turn up, record, get herded out.
So, naturally, I signed a lease and built two studios.
The First Studio is the kind of place I wanted myself: flexible, welcoming and somewhere people want to return to. Crystal Nyarko, a photographer and marketer on the team, also brought the perspective of someone who lives and breathes photography and content creation.
There’s a bigger ambition too. I want to invest in the creator economy and make content creation more accessible. I believe everyone has a story and everyone is “THE” something; THE founder, THE photographer, THE expert, or simply someone with a story worth telling.
That means everything from wheelchair access and 24/7 member access to a programme we’re working towards for local schools, giving young people access to the studio, equipment and content-creation skills. If we can help level the playing field even a little, I’ll be proud.
How much time does it take up in a typical week?
During the fit-out? An absolutely ridiculous amount. There were nights I was still there at 4am, convincing myself that moving something six inches to the left was essential.
Now we’re up and running, I have a team helping with the day-to-day. I still work from the studio a couple of times a week. I genuinely love being there; there’s a real energy to it.
What’s the biggest misconception people have about it?
The studios are tucked away inside literal shipping containers in Containerville, so people don’t always know what to expect.
Quite a few friends and family have walked in and said:
“Oh… this is actually really nice.” Take from that what you will.
Has it taught you anything that’s actually useful in your day job?
Oh yes. Running your own business is a crash-course MBA in sales, marketing, suppliers, maintenance, customer service, operations and, most importantly, cash.
It’s also changed how I think about the businesses I’m selling to. When it’s your own money, customers and business, ROI suddenly becomes very real. There’s an enormous difference between having an idea and actually executing it.
And I’ve become a much better multitasker; almost as good as my wife. Almost.
What’s the proudest moment you’ve had doing it?
When my mum and dad came to see the studios. They’re getting on a bit now, and I can’t imagine they’d otherwise find themselves in a professional content studio in Hoxton. Watching them look around something I’d imagined, funded and built was quite special.
I’ve also loved getting to work with my brother again. We haven’t properly worked on something together for a long time, and the studio has given us a reason to build something and simply spend more time together. That’s become one of my favourite parts of it.
Does anyone at work know about it — and what was their reaction when they found out?
The team at Assertive Yield have been really supportive. I’m sure we’ll find an excuse to get everyone down to the studio at some point.
A podcast, some team content, new headshots…
