"I sent in my application pretty much immediately... There is no doubt that emoji are powerful communicative tools, enabling emotional expression and understanding particularly where there might be traditional language barriers. However, we know that not every culture interprets the same emoji in the same way. By helping companies and organisations understand those differences, I plan to make a real difference in the world of global communication.”
Part of his duties will include writing an "Emoji Etiquette Guide," consulting on the use of emojis in marketing, and analyzing emojis in a legal context.