We are igniting momentum during COVID-19

Darren Ashby



Commercial strategy and communication, transformational leadership, culture and behaviour change, innovation.

A supercharged team I have been a part of

Once upon a time I laid cricket pitches for a living. It was a niche business and our team were really good at it. The work required precision, pace and raw physical effort. Each of us knew exactly what needed to happen and in what order, and our own roles in achieving this. I’ll never forget the satisfaction of laying 100s of tons of loam in a day with a team who had put everything into it.

Business highlights

Partner | businessfourzero
Partnering with senior leaders at Lloyds Bank, LVMH, Asda and EA amongst others - to consider the strategy and leadership approach needed to reinvent their business for continuous change.

Transformation Leader | ?What If! & EY

Helping businesses reshape strategy, transform culture, innovate or make operational change happen - Barclays, Tesco, British Gas, Electronic Artists, GSK, Unilever - amongst others.

Head Of Innovation Performance | Cadbury

Developing new propositions and improving the effectiveness of innovation across Cadbury 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 don’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 you 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 the 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 last five years, I have 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. During this time, 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.