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After completing his B Com degree at the University of Johannesburg in 2003, Wayne began a 6 month internship at OMD Media South Africa. It wasn't long before his passion for strategy emerged and he took up a post at WPP's Nota Bene spending 4 years with the Unilever team. It was in this role that Wayne grew to love the intricacies of FMCG and enjoyed several accolades including the prestigious Roger Garlick Gold Award for best use of Radio.

In 2010, Wayne took the unexpected leap and joined GroupM's MEC in Sydney, Australia earning insightful experience in a market with one of the highest levels of smartphone penetration in the world. It was here that he learned how to adapt communication principles to achieve integration of digital channels and was actively involved in the uptake of social media as a profitable centre within the media agency. In 2012 he won a number of awards including B&T's Media Campaign of the Year for work on Arnotts, an award he described as "very humbling".

After a short stint with MEC South Africa, Wayne is now the Managing Director of Omnicom Group's PHD and is dedicated to growing the business's strategic output across current and prospective clients.