James is the founder of Fire Radio, a UK-based dance music radio station in 1999 and a small student mobile phone sales enterprise. In 2008 Bromley become Managing Director of Mail Online, the online presence of The Daily Mail, a London based newspaper. Due to Bromley’s focus on free content MailOnline is now the UK's largest online newspaper with 44mil unique visitors each month.

Bromley is also member of the Board the UK Association of Online Publishers as well as director of the British Interactive Media Association.