James is a passionate advocate of digital marketing with 20 years’ experience ranging in start-up companies, blue chips and the third sector. James believes that businesses should learn from charities not just charities from businesses. Today consumers want brands to demonstrate positive impact, moving away from transactional relationships in favour of experiences. Charities have been masters of the “why” and “what” by their very nature emphasizing the purpose modern brands need to demonstrate. In his role at Central YMCA James is responsible for marketing a huge range of products and services, which funds activities across 3 hemispheres.