Douglas began his career at KPMG Corporate Finance in 1996 in the consumer products team. In 1999, Douglas joined Freeserve (now Orange Broadband) and was part of the management team that grew the business substantially over the following seven years, his main role was as the Director of Corporate Development. In 2006, he joined innocent drinks as Head of New Opportunities, before being appointed Managing Director of This Water later that year. In 2010 he took general management responsibility for the innocent juice launch, the success of this launch in 2011 has been the major contributor to innocent doubling its sales over the last two years. In January 2012 he was appointed innocent Marketing and Innovation Director and was appointed CEO in April 2013 following the acquisition of the business by Coca-Cola. Douglas has studied at the University of Edinburgh and Harvard Business School.