The campaign’s role is to inspire the world and encourage people to visit, do business, invest and study in the UK. Dan joined HM Government in January 2020 and was previously Multi-Brand Marketing Director at EE / BT, where he lead the marketing strategy for 30 million UK customers. Whilst at BT he played a major role in the launch of BT Sport and was responsible for sales and churn performance for the BT brand. He has served on the advisory council of Ad Week Europe and is a former company director of ISBA. Outside of work he has distant dreams of winning a competitive cycle race.