CAREER

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Currently working within Newcastle United’s managing the clubs Cat 1 Professional Game Academy, contributing to the ongoing development of players, coaches, and performance systems within a modern professional club environment and building a pathway with the very clear vision and mission statement of creating the BEST Academy in Women's football in the World.

Provided game based talent reporting on high potential players within the FA Women’s Talent Pathway talent pool. Responsible for attending games from u15 through to senior to observe, report and advise on National Team eligibility and suitability.

Led the first-team programme, overseeing performance planning, coaching delivery, cultural standards, and the structured integration of developing players into senior competition. The programme achieved improved points-per-game output and guided the team to its highest league position in eight years, balancing short-term competitive success with long-term player development.

Oversaw the strategic and operational delivery of the Bristol City Women’s Academy. Led staff, aligned age-group programmes, and ensured clear progression across the pathway. Bristol City WFC Academy was recognised by the FA productivity report as the most productive academy in terms of player development and national team selections. James led the design and implementation of the BCWFC academy model officially recognised by The FA as the most productive women’s academy in England.

Led the senior women’s national team in an international context, responsible for programme leadership, squad selection, staff coordination, and competitive performance. This role required rapid cultural understanding, clear leadership, and adaptive coaching practice that introduced a game model and analysis process for the twin island nation. Led the selection of National Team players and rebuilt a technical staff capable of embarking on CONCACAF Championship and FIFA World Cup Qualification campaigns.

Worked across youth and senior international environments, contributing to player development, match preparation, analysis and performance delivery. This role provided a comprehensive understanding of international football demands and multi-level pathway alignment. Contributed to historic UEFA Elite Phase qualification campaigns for the Youth teams and the highest FIFA ranking in Wales Women’s Senior National Team history at that time.

Held head coach responsibility across multiple age groups, focusing on preparing players for the professional game while developing coaches and embedding a consistent playing and learning philosophy.

Led an Advanced Coaching Centre within the FA Women’s Talent Pathway, working with high-potential players in a nationally aligned development system. Responsible for delivering high-quality training environments, supporting individual player development, and aligning coaching practice with FA pathway principles.

Earlier in his career, James served as U16 Head Coach within the Wales Women’s Centre of Excellence. This role focused on talent identification, foundational player development, and preparing high-potential athletes for progression into national pathway environments. The position provided critical early experience in long-term development planning and pathway alignment.