Christopher Fry - Digital Director

Christopher brings 25 years of marketing and communications leadership to ThoughtShift, connecting digital expertise with broader brand strategy and customer experience. With a background spanning multinational team leadership, CIM accreditation and a Masters in Screenwriting, his approach is clear and collaborative: put the audience first, find your story, stay inquisitive – and always share the knowledge.

Christopher leads digital strategy for clients including Marine Super Store, Far and Wild, and the Superlative Collection – and has contributed to ThoughtShift’s award-winning and recognised work including for WOLF, Marine Super Store and more. He drives work that balances innovation with substance, and technical excellence with genuine human connection.

A returner to ThoughtShift, Christopher was drawn back by the agency's value-led culture and the opportunity to shape its evolution. Christopher is leading ThoughtShift’s AI and automation transformation – reimagining how technology can enhance our award-winning ways of working, while protecting the human expertise that defines quality. He's also driving service development in emerging areas like AI optimisation (AIO) and answer engine optimisation (AEO), helping clients reach audiences as they discover content in fundamentally new ways.