About
I'm Myles.
I run McMorrow Consulting, a senior conference production and event consulting practice.
Ten years producing flagship events at international scale. Now building the AI-assisted operating systems that run alongside them.
About
I run McMorrow Consulting, a senior conference production and event consulting practice.
Ten years producing flagship events at international scale. Now building the AI-assisted operating systems that run alongside them.
The work
I led The UX Crunch from soon after its 2015 launch and ran it for nine years, scaling from a 30-person London meetup to a 100,000-member community across four European cities. That community became the foundation for everything that followed under Iconic Agency between 2016 and 2025: UX LIVE, BAD Conference, Fintech Design Summit, and Product Design Week (Europe's largest UX and product design conference, 1,500+ delegates, £250K from 12 partners). In 2021 I built a Web3 vertical inside the agency and ran it through 2024: Web3 Live, Global NFT Summit, Enter The Metaverse + Blockchain Gaming, the Unchained community at 30,000+ members.
Most recently I produced CloudFest 2026 and MSP Global 2025 as Contracted Conference Producer via WHD Event GmbH. The cloud and MSP industry flagships at 10,900+ and 2,800+ attendees respectively.
Events archive
A chronological selection of named flagship conferences, summits, executive roundtables and bespoke client events from 2015 to 2026. Monthly UX Crunch meetups across four European cities are not listed individually.
| Year | Event | Role | Scale or venue |
|---|---|---|---|
| 2026 | CloudFest | Contracted Conference Producer via WHD Event GmbH | 10,900+ attendees, 230+ speakers, Europa-Park |
| 2025 | MSP Global | Contracted Conference Producer via WHD Event GmbH | 2,800+ on-site, 65+ countries, PortAventura |
| 2025 | CACI Executive Roundtable (Insuretech) | Created and produced under Iconic | 17 VP-to-C-Suite leaders, Cecconi's Shoreditch House |
| 2025 | Format 3 Roundtable, Nashville | Produced under Iconic | 15 Product, Design and Innovation Leaders, 5th & Taylor |
| 2024 | Product Design Week | Co-founder under Iconic | 1,500+ attendees, 80+ speakers, Cavendish + The Minster Building |
| 2024 | Metaverse Day/s (with DJ Skee and QuHarrison Terry) | Hands-on lead under Iconic | 1,500 delegates, online two-day format |
| 2024 | Prolific Roundtable (UX Research Directors), London | Created and produced under Iconic | 17 Global UX Research Directors, Claridges |
| 2024 | Prolific Roundtable (AI Leaders), New York | Created and produced under Iconic | 23 AI Leaders in Product, Strategy and Innovation |
| 2024 | Prolific Roundtable (Behavioural Science), London | Created and produced under Iconic | 18 Directors of Behavioural Science, Tom Dixon's Coal Office |
| 2024 | CACI Executive Roundtable (Membership Bodies), London | Created and produced under Iconic | 17 C-Suite leaders and founders, Tom Dixon's Coal Office |
| 2024 | BAD Conference (PDW Day 1) | Programme lead under Iconic | PDW sub-track, Cavendish |
| 2024 | UX LIVE (PDW Day 2 to 3) | Programme lead under Iconic | PDW sub-track, The Minster Building |
| 2024 | UX Writing Conference (PDW Day 4) | Programme lead under Iconic | PDW sub-track |
| 2024 | Design Leaders+ (formerly BxD, PDW Day 5) | Programme lead under Iconic | PDW sub-track |
| 2023 | Product Design Week (debut) | Co-founder under Iconic | Kensington Town Hall, London |
| 2023 | Global Fintech Design Summit | Programme lead under Iconic | London + New York + Online across 36 hours |
| 2023 | Web3 Live (in-person) | Created and led under Iconic | Cavendish Conference Centre, London |
| 2023 | iExec Ethereum Developer Workshop | Hands-on lead under Iconic | 450 developers, £6K in bounties |
| 2023 | WHAT IF? Summit (Google / YouTube) | Strategic input under Iconic | 2,000 delegates, online |
| 2023 | Global Experience Summit | Programme lead under Iconic | Multi-track virtual flagship |
| 2022 | Global NFT Summit (in-person) | Created and co-led under Iconic | 10K+ attendees, ETC Venues Bishopsgate |
| 2022 | Web3 Live (online debut) | Created and led under Iconic | 10,000 attendees, online |
| 2022 | Enter the Metaverse + Blockchain Gaming, London | Produced under Iconic | Two-day in-person, ETC Venues Bishopsgate |
| 2022 | Global DeFi Conference | Programme lead under Iconic | Three-track virtual, 80+ DeFi innovators |
| 2022 | Borderless (Naver / Zepeto) | Strategic input under Iconic | 2,000 delegates, hybrid |
| 2022 | UX LIVE London (finale standalone) | Programme lead under Iconic | Cavendish Conference Centre |
| 2022 | UX LIVE Online | Programme lead under Iconic | Online edition |
| 2022 | Decentralised Commerce Conference | Programme lead under Iconic | Online, Web3 vertical |
| 2022 | BAD Conference (standalone) | Programme lead under Iconic | Standalone flagship year |
| 2022 | UserTesting (pandemic pipeline programme) | Hands-on lead under Iconic | 2,500-delegate conference + 3 events |
| 2021 | BxD (Business X Design) | Created under Iconic | Online + Cavendish |
| 2021 | Global NFT Summit (online debut) | Created and co-led under Iconic | Iconic's first NFT conference |
| 2021 | Adobe XD Meet-Up Series | Hands-on lead under Iconic | 200 per event, three workshops with product leaders |
| 2021 | Sketch Online Three-Part Series | Hands-on lead under Iconic | 200 per event, designer onboarding |
| 2020 | GES launch: UX LIVE, CX LIVE, Product LIVE (9 to 17 Nov) | Co-built BigMarker platform + ran programme under Iconic | Three two-day virtual tracks back-to-back |
| 2020 | DRIVA (Gatwick Airport + Brighton University) | Hands-on lead under Iconic | 1,000 delegates, accredited UXD course |
| 2019 | UX LIVE at ExCeL | Programme lead under Iconic | Conference + expo |
| 2019 | BBC Talent Events (London + Manchester) | Co-led delivery under Iconic | 400 attendees total, 90% of BBC Design placements + 3 VP hires |
| 2019 | BAD Conference launch | Created and produced under Iconic | New behavioural-research flagship |
| 2019 | Lloyds Banking Group Talent Event | Productised format under Iconic | Talent Events series |
| 2018 | UX LIVE at Crystal | Programme lead under Iconic | Conference + expo |
| 2018 | Fintech Design Summit (launch) | Created and produced under Iconic | Cavendish Conference Centre |
| 2018 | eCommerce Design Summit (launch) | Created and produced under Iconic | Cavendish Conference Centre |
| 2017 | UX LIVE at Cavendish | Programme lead under Iconic | First major UX LIVE edition |
| 2017 | Talent Events format (productised) | Created productised offering under Iconic | Multi-client format launched |
| 2016 | UX LIVE (launch) | Co-founded under Iconic | Iconic's first flagship UX conference |
| 2015 | The UX Crunch launch | Founded as a 30-person London meetup | Grew to 100,000+ members over nine years |
Plus 100+ UX Crunch monthly meetups across London, Manchester, Amsterdam and Berlin between 2015 and 2024 under Iconic. Hosted by major brand venues including Sainsbury's, Amazon, BBC, Net-A-Porter, Lloyds, Barclays, Google and OnTheBeach.
How I work
Lean stacks that compound over time. Workflows that survive contact with event week.
The arc through that body of work: built the events, programmed the content, ran the sales conversations, and now implemented an AI-assisted operating layer underneath the production work. A sales background informs how I qualify briefs, build pipeline, and run commercial conversations. The technical build of the operating layer runs in partnership with AIFlow, an engaged agentic development partner. The methodology, the operating layer, and the pilot opportunity for early partners are documented on the Approach page.
01
End-to-end conference, summit, exhibition, roundtable, hybrid and virtual production. Programme management, content delivery, partner programme execution, on-site operational lead.
Disciplines
Content strategy and editorial direction · Speaker programming, briefing and stage support · Multi-track programme architecture · Partner programme design and inventory strategy · Executive roundtable and dinner format design · Hybrid and virtual event delivery · Vendor and supplier management (AV, production, content tooling, talent, catering, signage, badging, hospitality, F&B) · Logistics across multi-day and multi-venue formats · P&L ownership per event · On-site programme leadership · Speaker prep at scale · Stage hosting and panel moderation
Tools
Event platforms: Talque (CloudFest 2026), BigMarker (GES 2020 to 2023 co-build), Airmeet, Fora, Hopin · Registration: Tito, RegFox, Eventbrite · Speaker management: Sessionize, custom Airtable architecture (EventOS)
More to add: certifications and additional platform experience.
02
Multi-year B2B sales background applied across consultancy and events. Pipeline development, negotiation, partner development, enterprise account management, senior commercial conversation.
Disciplines
B2B enterprise sales and business development · Solution and consultative selling · Discovery and qualification across senior buyer conversations · Commercial negotiation (deal structuring, partnership terms, vendor contracts, talent fees, exclusivity, multi-year retention) · Long-tenured partner development · Account management and renewal strategy · Pipeline building, forecasting and management · Stakeholder and decision-maker mapping · C-suite engagement · Pricing strategy and rate-card construction · Contract management · Cross-Atlantic and international business development · Two-sided commercial format design
Tools
CRM: Salesforce, HubSpot, Copper, Zoho, Salesflow · Outreach: LinkedIn Sales Navigator · Pipeline and pricing: custom spreadsheets, Airtable
More to add: formal sales methodology training (SPIN, MEDDIC, Challenger, Sandler), additional outreach platforms, pre-events sales qualifications.
03
Brief definition, audience strategy, theme development, format ideation, multi-stakeholder programme leadership, cross-functional team management.
Disciplines
Brief scoping and requirements definition · Audience and theme development · Format innovation and concept development · Stakeholder management across senior partners and clients · Cross-functional team leadership · Milestone planning and timeline management · Budget oversight and P&L review · Risk management and contingency planning · Performance measurement and post-event review
Methodologies
Agile-style sprint planning for event production cycles · Phase-gated programme structure · Custom event production framework developed across a decade of practice
More to add: PRINCE2, Agile, Scrum, PMP or other formal qualifications.
04
English degree. A decade of professional copywriting, brand voice development, marketing campaign design, social account management, podcast hosting, panel moderation.
Disciplines
Copywriting: marketing, sales, technical and editorial · Brand voice development and codification · Marketing campaign design and execution · Content production: blog posts, articles, scripts, social · Editorial direction across multi-author programmes · Email marketing and newsletter writing · Social account management · Outreach and direct response writing · Podcast hosting · Panel moderation and on-stage hosting · Video script writing (Opening Ceremony scripts, promo)
Channels managed
LinkedIn (personal and brand) · Twitter / X · Instagram (event-side) · YouTube channel (UX Crunch session recordings, still live at @ItsIconicAgency)
More to add: university and year of English degree, writing or editorial certifications, notable published work and bylines.
05
Advanced Excel, Power Query, VBA and macros. Data analysis, dashboards, reporting. CRM platforms, PM platforms, web basics.
Excel and data
Advanced Excel formulas and functions · Pivot tables and pivot charts · Power Query for data transformation · VBA scripting and macros · Data modelling and analysis · Dashboard building · Reporting design and stakeholder presentation
Platforms
CRM: Salesforce, HubSpot, Copper, Zoho, Salesflow · Project: Monday, Notion, Asana · Workspace: Slack, Google Workspace, Microsoft 365 · Airtable: custom base architecture (EventOS, Vendors base, Speakers Archive planned) · Web: HTML and CSS working knowledge, Squarespace (Iconic site + McMorrow v0), Webflow working knowledge, Figma review level
More to add: BI tools (Power BI, Tableau), additional certifications and formal technical training.
06
Claude as daily working assistant. Prompt engineering, agentic workflow design, automation across the operating stack, AI tool evaluation.
Working AI use
Claude (Anthropic) daily across research, drafting, financial review, content production, operational thinking · Prompt engineering and structured prompt design · Project-workspace architecture for AI tool use · Named trigger phrase workflows for recurring work · AI-assisted research, summarisation and synthesis at scale
Automation and agentic
Zapier workflow automation between Airtable, Gmail, Buffer and other tools · Working partnership with AIFlow (agentic development partner) on platform builds for event production automation · MVP concept development for autonomous speaker identification and outreach · Editorial workflow design integrating AI drafting with human editing
More to add: Make / Integromat experience level, additional AI platforms used regularly.
Open a brief to discuss what's on the table and whether there's a match.
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