Darren Ashby



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

Business highlights

Partner | businessthreezero
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.

A business reinvention I admire

I admire how Nike are constantly reinventing themselves, from fostering a uniquely committed culture, to fully embracing self-disruptive innovation. Digital products such as Nike+ and FuelBand have changed our relationship to exercise, Nike iD has found a way to make mass-customisation exciting and profitable, and Flyknit tech and their CSR agenda has fundamentally reconfigured how products are designed and manufactured. I love their boldness.