James is a distinguished figure in the field of marketing and innovation strategy, based in New Zealand. He is the founding partner of "Previously Unavailable," a notable professional services firm. The company specialises in collaborating with a wide range of organisations, from emerging startups to well-established corporations.

At Previously Unavailable, James and his team offer an array of services, including innovation strategy, new product development, marketing strategy, brand strategy, and brand design. Their primary focus is on assisting companies that are either pioneering new concepts or reimagining their existing identities.

James has also co-founded several noteworthy startup ventures in New Zealand. Notably, "Tracksuit," a brand health tracking software-as-a-service (SAAS), and "AF Drinks," a producer of non-alcoholic ready-to-drink cocktails, have made significant strides in the New Zealand market and are expanding in the United States.

In collaboration with New Zealand's largest venture capital company, Icehouse Ventures, James established and currently chairs "Brand Fund 1," a venture capital fund dedicated to supporting and advising brand-centric startup ventures.

James is well-regarded globally as an expert in marketing and advertising effectiveness. He has authored several influential data-driven studies, including "The Effectiveness Code" in 2020, produced in partnership with Cannes Lions and WARC, and "The B2B Effectiveness Code" in 2021, in collaboration with the LinkedIn B2B Institute and WARC. Additionally, he has written two significant books, "The Case for Creativity" in 2015 and "Future Demand" in 2022, which leverage evidence-based research to assist organisations in refining their brand, marketing, and advertising strategies. His advisory services in this capacity extend to large organisations worldwide.

James also serves as the program director of the "Master of Advertising Effectiveness," a prestigious global online professional development program for marketing and advertising professionals. Notably, its alumni include executives from prominent companies such as Google, Amazon, Disney, New York Times, Telstra, and Fonterra.