I am a commercial leader with 20+ years of experience building growth in PE-backed and founder-led consumer businesses.

My career has been built on a consistent pattern: join a business with a growth challenge, build the team and the infrastructure to solve it, and deliver the result.

• Noble Panacea: double-digit growth across key markets including the US and China.

• Georg Jensen: tripled digital sales, returned the business to profit, and supported a successful sale in 2023.

• Evans Cycles: doubled digital sales during my tenure, contributing to the sale and exit of the business in 2015.

I've led teams in every major market in the world, owned the full P&L across multiple channels and regions, and operated across DTC, retail, wholesale, marketplaces, performance and brand marketing, CRM, product, technology, data, and AI. Prior to that I worked marketing agency side across a range of high profile clients.

I believe the best leaders today are M-shaped: genuinely deep in one or two areas, and highly fluent across the rest.

For me that means real depth and passion in DTC, marketing, and commercial P&L ownership. High working fluency across finance, product, merchandising, operations, technology, AI, and data. My high EQ and low ego approach connects the dots. This lets me make fast decisions, build committed teams without silos, and consistently deliver growth.

Why consulting, and why coaching too?

I believe the best consulting doesn't just fix a short-term problem. It builds capability in the individuals and teams, so the changes stick.

In 2023 I formalised something I had been doing throughout my career: developing the people around me as the key to delivering results.

Formal coaching and mentoring skills sharpen everything: the curiosity to ask difficult questions, the ability to hold space for difficult conversations, and the ability to unpick and identify what is really blocking progress. This results in leaving teams measurably more capable than when I found them.

I now hold an ILM Level 5 qualification in Coaching and Mentoring, won the National Mentoring Matters Award for Business Impact in 2025, and actively mentor and coach UK business owners via my ABM accreditation.

That is the difference I bring.

How it works

Engagements are tailored to the need. Most follow a simple path:

• Discover. Understanding where the business, teams, and individuals are now, what you want to achieve, and diagnose what is getting in the way.

• Deliver. Working through the commercial, operational, and people challenges that matter most to achieving growth. Aligning on the delivery plan and executing.

• Land. Embedding the change, and setting the business up to sustain the result independently.

Engagements range from short, focused projects to longer strategic advisory relationships.

Location is flexible: in person or remote.