Chris leads the vision and strategy for the travel demand management platform, ‘You. Smart. Thing.’ (“YST”). After 7-years in telecoms, Chris weaved in his Commercial Music BA and founded Digital Animal, a direct-to-consumer retail platform for major-label recording artists that powered loyalty campaigns for brands including NatWest and Nintendo. DA won 4 UKTI Creative Industries Awards in 3 consecutive years and Chris was shortlisted for the O2 Arena Entrepreneur of The Year award. He’s held responsibility D2C strategy for PIAS, Europe’s largest independent entertainment distributor, and prior to establishing YST helped engineer CRM campaigns for JLR, Halfords, ATOS, Google and Vodafone.