Individual research, at scale, written by people who actually read it.

James leads client strategy, campaign architecture, and all copywriting. He has spent his career at the intersection of writing and commercial strategy – including roles in professional services and B2B technology.

Before Folklore, he developed a precision ABM methodology at a UK e-commerce technology company, building campaigns that secured partnerships with major retail chains and contributed materially to the company’s acquisition by a US private equity firm.

At Folklore, he oversees the research and writing process across every campaign – setting strategy, reviewing prospect dossiers, and signing off every message before it goes out.

Cameron leads the research infrastructure and all technical operations at Folklore. His career has sat at the intersection of AI systems and product thinking – from cybersecurity engineering into product management, most recently at an AI code-generation start-up before Folklore.

His earliest research work was in AI for medical imaging at university – a domain where the cost of a wrong inference is high and explainability matters. The cybersecurity engineering that followed sharpened the same instinct from a different angle. Product management then added the discipline of understanding user behaviour empirically – the part of Folklore’s job no AI alone can do.

At Folklore, he runs the research pipeline and all the technical operations behind every campaign – the systems that source signals on every target, the infrastructure that puts the messages in front of them, and the work of refining both as each campaign sharpens over time.