Roger started his career in advertising, setting up his own firm, Mavity Gilmore in 1981. He sold Mavity Gilmore in 1991 and joined Granada Ltd., handling the PR for Granada's bid for the Forte Group under Gerry Robinson, which was the largest successful hostile takeover in history.

He eventually became chief executive of Granada's Rental division; this merged with Radio Rentals in 2000 to become Box Clever, of which he was also chief executive. In 2003 he left Box Clever to join communication consultancy Citigate Dewe Rogerson as chairman.

In 2006 he became chief executive of Conran Holdings.

He has also written articles for Campaign magazine and several newspapers, including The Observer.

His first book, Life's A Pitch, co-authored with Stephen Bayley, was published in March, 2007.