Over 16 years across global brand teams, retail channels and digital platforms.

Andy Parton, founder of Destreza and creator of The Playbook for AI Brand Building.

I have spent over 16 years in brand, commercial, customer, consumer and digital roles across global businesses, more than seven of them in senior leadership roles. My work has involved major retailers and marketplaces, specialist vendors, agency networks and the technology platforms businesses use to reach buyers.

A launch is never shaped by the brand team alone. Retailer requirements, channel rules, platform mechanics, suppliers and unit economics all affect what reaches the market. The same is true of a service, app, venue or B2B offer.

Since 2019, I have also been applying AI across the marketing and brand-building lifecycle. The Playbook for AI Brand Building combines that experience with the operating discipline I have used inside global businesses: what to do, in what order, to what standard, and when to stop.