Darren Ashby



Commercial strategy, business transformation, innovation, culture & behaviour change.

Business highlights

Transformation Lead | ?What If! Innovation
Partnered with senior clients using provocative, commercial insight and thinking to help them transform their strategy and culture for Barclays, Tesco, British Gas, Electronic Artists, GSK, Unilever - amongst others.

Engagement Lead | Ernst & Young
Led large scale commercial and operational transformation projects for clients including Heinz, Diageo, Tate & Lyle, Astra Zeneca - amongst others.

Head Of Innovation Performance | Cadbury
Responsible for developing new propositions and improving the effectiveness of innovation capability and commercialisation across the Cadbury group globally.

Why I love what I do

Loads of reasons. But if I had to pick one, I really enjoy working with groups of talented leaders, particularly a group who doesn't always see eye to eye, and helping them to form as a team around a powerful point of view on the future. Seeing the change that can drive for their customers and people is hugely rewarding.

A business result I'm proud of

I first started working with Electronic Arts just after gamers had voted them worst company in the US. For people who love what they do as much as this group of exceptionally talented people, it really hurt. Over the course of the next two years I worked closely with the leadership team helping them reimagine their business as an interactive entertainment company, developing a compelling strategic direction and building a renewed sense of purpose and energy across all of their studios. This year EA has nearly tripled its share price and won game of the year, and it’s only the tip of what they have in store for us.

A business reinvention I admire

I admire how Nike are constantly reinventing themselves, from fostering a uniquely committed culture, to going fully in behind self-disruptive innovation. Digital products such as Nike+ and FuelBand have changed our relationship to exercise, Nike iD has found a way to make mass-customisation exciting and profitable, and Flyknit tech and their CSR agenda has fundamentally reconfigured how products are designed and manufactured. I love their boldness.