James has spent over 20 years in marketing and innovation, starting at a travel tech startup in Sydney before joining British Airways and later Ogilvy, where he led digital marketing for clients such as Cisco and Philips. At creative agency Imagination, he established their immersive technology division and created VR and AR solutions for clients including Shell and Major League Baseball. Later, as CMO at Immerse, he helped establish their enterprise VR platform as an industry leader with clients such as BP and Nestle. He then founded XRTech Marketing consultancy, providing immersive technology companies with strategic marketing support. Currently as CMO of Nasdaq-listed The Glimpse Group, a VR and AR software and services industry leader, James leads their marketing programme at both the group and subsidiary level. As a respected voice in the industry, James regularly speaks at events, contributes to publications, co-chairs the VRAR Association, and serves on the BSI VR & AR Committee.