Who am I?

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

My career has been built inside complex, multi-brand organisations - partnering directly with CEOs and Managing Directors to answer the questions that matter most: where is our growth, who are our most valuable customers, and what is stopping us from getting there. The answers have shaped portfolio strategy, brand repositioning, category expansion and customer engagement programs delivering significant commercial results.

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.

And I move quickly - because strategic clarity that arrives too late is just an expensive post-mortem.