Who am I?

I help brands connect the dots between cultural shifts, market dynamics, competitor moves and customer truths.

I work at the intersection of brand, customer, marketing and commercial strategy - bringing clarity to complexity and helping organisations make better decisions, faster.

By connecting insights that sit in silos, I unite teams that often operate in isolation (customer, marketing, digital/eComm, product and finance) - driving true cross-functional alignment.

When we make these connections, we uncover the opportunities that matter most and build strategies that are commercially grounded and ready to execute.

With over 20 years of strategic leadership across fashion, retail and consumer industries, I bring a rare blend of analytical rigour and creative thinking. My work spans global and local markets - from shaping brand and customer strategy, to leading transformation, unlocking growth, and improving performance.

What it’s like to work with me

I ask the questions people avoid.

I simplify what’s complex, bring structure to ambiguity, and build practical strategy that teams can actually execute.

I work in partnership - ensuring the right voices are heard, decisions are clear, and momentum is maintained.