Wayne Cross is Head of Sales & Marketing at Acquire Digital. He is a Chartered Marketer, while holding the status as a Fellow of the Chartered Institute of Marketing, the profession's highest membership grade, and brings more than 20 years of commercial leadership to the role. 

His specialism is behavioural psychology: why people notice some things and ignore others, how they make decisions when they're under pressure or short on time, and what actually moves them from attention to action. He has contributed to multiple marketing research journals on the subject, but most of what he knows has been tested in the real world rather than on paper. 

Early in his career, Wayne spent nearly six years in marketing leadership at Genting Casinos UK, working in venues designed with deep attention to how people feel, behave and move through a space. He went on to lead data-led marketing at Severn Trent Water, served as a Google Ads Subject Matter Expert at Google, and has since held senior commercial and strategy roles across a range of B2B technology businesses. 

That mix gives him an unusual lens on physical environments. Whether it's a passenger hunting for a gate, a patient arriving for an appointment, or a fan trying to find their seat, the same questions apply: what do people need to know, when do they need to know it, and what will make them act on it? Wayne's writing explores the psychology behind those moments and what it means for the people responsible for designing them.