Senior commercial thinking for businesses that are stuck, changing, growing, or making decisions that matter.
Bring me in when the business needs executive-level capability without another permanent hire.
Hands-on and alongside your team. Scoped together and priced on what it involves.
Senior leadership without adding another permanent executive.
Commercial direction, prioritisation, decision-making and hands-on support for businesses that need experience in the room, not another layer of management.
Bring me in when a founder or leadership team needs an experienced outside brain.
An outside perspective as decisions come up, or periodic check-ins and advisory support after a piece of work.
For founders, CEOs and senior teams who are too close to the business to see the whole picture.
A commercially experienced outside perspective for decisions, growth, people, change, opportunity and the occasional “are we actually doing the right thing here?”
Bring me in when something doesn’t quite add up, or a strategically important project needs someone senior to actually move it.
Scoped together. When a job needs more hands, I bring in a small group of trusted specialists.
Getting the bloody thing done.
Important work that is stuck, drifting, politically difficult or simply too complicated to keep bouncing around internally.
I can step in, establish what actually needs doing, bring the right people together and move it forward.
Classic what-the-frog moment.
Business models, propositions, pricing, market entry, routes to market, expansion, regulation and the big decisions where the answer is rarely sitting neatly in a spreadsheet.
I’m useful when something doesn’t quite add up and somebody needs to work out why.
Making people give a damn.
I’ve built brands and products from scratch, taken propositions into market and worked across positioning, NPD, formulation, commercialisation, routes to market and new ventures.
This is not just brand theory. I’ve had to make people actually buy the thing.
See my workBigger work is scoped together and priced on what it involves.
When a job needs more hands, I bring in a small group of trusted specialists.
Not sure where to start?
One optional way in, not a compulsory first step. A paid, 90-minute session to get to the bottom of what’s happening in your business.
Brands built. Problems solved. Lessons learned.
I’ve spent years building brands, products, propositions and businesses, as well as untangling the commercial problems that appear around them. Some of the work is visible. Some of the best work is the bit nobody sees.
From positioning and proposition through to products, packaging, NPD and routes to market. These are my own brands and my own formulations, not client work.
my brands. my formulas. great products. complicated ending.
Brand creation, product formulation, proposition, packaging and commercial launch.
Created the Forest Floor brand and formulations, developing distinct functional mushroom propositions for different consumer needs. The products went on to be listed with QVC and Ideal World, where I presented them live on television.
Brand creation, formulation and demographic positioning.
Created the Shroomies brand and formulas, using the same core product category to build sharply differentiated propositions for different audiences and use occasions.
Building from £500 to seven-figure revenue taught me more about brands, growth, regulation, people, leadership, deals and risk than any business book ever could. The founder story is still being written.
Founder. CEO. Brand builder. Industry representative. Adviser.
I’ve built a company from £500 to seven-figure revenue, negotiated international distribution, launched products and brands, worked in highly regulated markets, was one of the early operators helping establish the UK CBD and cannabis industry, represented the sector in Westminster APPGs, worked alongside senior MPs, private family offices, investors, founders and executive teams.
I know what advice looks like on a slide. I also know what happens when somebody actually has to make it work.
Something’s stuck. Something’s messy. Or something just isn’t adding up.
