Toby Barnes is a seasoned entrepreneur and leader with 25 years of experience in strategic planning, collaboration, and innovation. He has worked with reputable brands like Nike, Levis, Amazon, MTV, EA, Beats, Sony, and Microsoft, and founded and launched several start-ups. His expertise includes empathetic leadership, CX vision, service and experience design, retail strategy and design, digital marketing, loyalty strategy, creative direction, product strategy, and innovation methodologies. Barnes is a firm believer in rapid prototyping and user testing, emphasizing multi-disciplinary collaboration during marketing, design, and development. He is also a regular speaker at cultural and industry events like Shoptalk, NRF, E3, Game Developers Conference, SXSW, TEDx, Playful, and Interesting London. With a degree in Business Information and Management from Liverpool John Moores University, Barnes is currently the Principal of Alexa Futures Design at Amazon, and has held senior positions at Nike Direct, AKQA, and Chromaroma.