James Watts is a seasoned brand specialist, having worked across a broad range of categories and multiple disciplines in advertising, brand experience agencies, and business.

As Managing Director of luxury rug brand Armadillo, James honed his skills in strategic leadership, brand development, and unique market positioning.

During his 8-year tenure at Armadillo, James steered the brand to new heights, establishing it as not only a leader in its product category, but in the broader design community. His unwavering commitment to the brand's purpose-driven ethos, centred on sustainability and philanthropy, was the cornerstone of its success. Under James' guidance, Armadillo experienced significant global growth, expanding its presence with flagship stores across Australia and in the key US design hubs of New York City, Los Angeles, and San Francisco.

James’ consulting agency is based in the Southern Highlands of New South Wales, Australia, and services brands worldwide.