About Me
Professional Background
I have over 17 years of marketing experience, including 10 years of client side experience at P&G, Unilever, and Nestle
I’ve managed brand portfolios worth up to £55 million in retail sales, consistently beating market growth rates
I specialise in highly competitive markets where customers are price-sensitive and profit margins are slim
I’ve a proven track record of turning around brands and niche products in crowded and/or regulated markets
Guiding Principles
Measure: I believe effective strategy starts by measuring and deeply understanding customers.
Simplify: I keep strategies simple because if they can't be easily explained, it won't be executed properly.
Amplify: I like to double down on actions that attract valuable business—not just any business.
How I Work
Goal-Oriented: I always keep the end in sight, connecting the dots between everything we do.
Collaborative: I bring people along on the journey without forcing consensus
Adaptable: Whether it's a start-up or a big corporation, I tailor my approach to fit
Probing: When it serves the client, I'm not afraid to push boundaries
Insight-Driven: I’ll dive deep to understand your customer, inform strategy, and predict future performance
Globally Aware, Locally Focused: I navigate complex global structures to champion local market needs
Why Choose Me?
Strategic Depth: I blend agency-level thinking with an insider's view. I'll work closely with you and your teams to reshape strategies for maximum impact where in-house teams may lack bandwidth or a neutral perspective.
Proven in Tough Markets: I've helped brands of all sizes succeed in challenging conditions, optimising portfolios, reducing cannibalisation and launching new products successfully.
Current Expertise: I keep my skills sharp. With a first in Mark Ritson's Mini MBA in Marketing (2023) and a distinction in the DMA's Analytics for Marketers course (2024).
Versatile and Secure: I work confidently across various industries and business sizes, backed by full professional indemnity insurance.
Next Steps
If you're looking for measurable results, let's connect.
I've managed brand portfolios up to £55M, consistently beating market growth in tough, competitive sectors.
I believe in measuring what matters, keeping strategies simple, and doubling down on what's effective. I bring people along without forcing consensus, and I'm adaptable to your needs, whether you're a start-up or a large corporation.
Creating impactful marketing takes time and effort, but it's worth it. Together we’ll uncover your hidden strengths, codify them and make bold moves that will help customers choose you and ultimately drive profits.
Sometimes, the right path isn't the easiest one.