Aaron Wells

WORK HISTORY

EDUCATION

ABOUT AARON WELLS

I\'ve spent 18 years helping brands figure out why people do what they do, and then using that to make marketing that actually works.Most of my career has been agency side. I\'ve led strategy at Big Cat, WAA Chosen and Leopard, working across education, public sector, automotive, health and consumer brands. The thread running through all of it is behaviour change. Understanding the real reasons people make decisions, and designing communications around that, rather than just shouting louder.More recently, I moved client-side as Marketing and Operations Director at a diagnostics business, where I built the marketing function from scratch. That meant everything from brand and content to two international congress events, a 48-page product catalogue that\'s now the company\'s main sales tool, and 130+ qualified practitioner leads. Good experience. Taught me a lot about how businesses actually work from the inside.I\'m also genuinely into AI, and not just as a talking point. I use it every day, mostly to build smarter workflows so I can spend less time on the repetitive stuff and more time on the thinking. I\'ve built an AI-powered portfolio site as part of that, which is a decent example of how I approach it.