James joined eve in September 2018 having previously been Managing Director of Moonpig, the UK's leading online greetings card, flower and gift company, where he delivered four consecutive years of double-digit revenue and EBITDA growth, expanded the product offering, and led the successful rebranding of the business in 2017. Prior to Moonpig, James was part of Direct Line Group and formerly Direct Line Insurance for more than seven years where he held a number of senior divisional and marketing roles across the Group before becoming General Manager of Commercial Direct in 2012.