James began his career in teaching, teacher training and television before moving to the cultural sector in 2006. He believes that heritage has a major role to play in how we think about ourselves and others; how we make sense of the world and our place within it. He has spent his career pushing the boundaries to make heritage more collaborative, imaginative and relevant. He has done this through several groundbreaking transformation projects at National Trust. These include leading the concept development for Croome – aiming to redefine the role of the country house for the 21st century; Roundhouse – a repurposing of industrial heritage; Moseley Road Baths and Balsall Heath Library – creating of a new model of heritage driven civic amenity.
In his freelance work he has collaborated on many major projects, helping to raise many millions of pounds over the years for historic houses, boats, hotels, landscapes, libraries, swimming pools, monasteries and churches. In recent years he has specialised in strategic development, working with major museums and cultural institutions such as the Royal Shakespeare Company. He is an accredited Coach, an expert adviser to the National Lottery Heritage Fund, a Fellow of the Clore Cultural Leadership Programme and a Fellow of the Royal Society of Arts, Manufacture and Commerce.