Giles began his career at international advertising agency Young & Rubicam where he learned the marketing trade with major brands including The Daily Mirror, Smirnoff, Kenco Coffee, and Kodak.  He continued in advertising with creative hot-shop Chiat Day and later with Banks Hoggins O’Shea where he ran the Walt Disney business.

He joined MTV Networks in 1994 where he launched VH1, and quickly rose to head MTV Networks marketing in 26 countries in Europe, Africa and the Middle East.  A major focus of his tenure was the development of the marketing function in Central Europe.

Giles was headhunted to join Sega in 1998 to launch the Dreamcast console, a launch that is still widely regarded as the most successful in gaming history.  As European Marketing Director he was responsible for all marketing for the platform in the UK, France, Germany, Austria, Spain and Portugal.

In 2000 Giles joined Branded, where he has managed a wide variety of international media and entertainment clients including Channel 4, Setanta Sports, Extreme Sports Channel, RTE, Chellomedia, Multicanal, and Electronic Arts