Paul leads as the Global Head of Research & Insight at We Are Social, spearheading the Insights and Effectiveness teams. He plays a pivotal role in driving the agency's cultural insights offering, empowering brands to cultivate a nuanced understanding of digital (sub-)cultures, and actively contributes to the agency's global thought leadership initiatives, positioning We Are Social as a trusted authority in the industry.

He’s also responsible for the development of robust measurement standards, proving the value of social content and campaigns for clients. With a keen focus on fostering consistency in reporting and insight generation across diverse markets, Paul oversees the agency's global measurement frameworks, effectively disseminating knowledge, sharing best practices, and tracking the performance of social strategies against pre-established benchmarks.