With 20+ years inside consumer brands, I work alongside founders as a trusted operator: thoughtful, pragmatic and focused on building businesses that truly work.
What I offer
I build product portfolios, commercial model and operating structures
• Commercial strategy that delivers and improves profit
• Financial modelling grounded in real customer demand
• Supporting vision with a product-led commercial framework and operational structure
Product range and portfolio strategy, developing ranges that sell, not just sit in stock.
Learn more
About me
Over 20+ years, I have scaled over 15 iconic grocery, home, fashion, and lifestyle ecommerce and D2C brands including House of Fraser, Oddbox.
I’m passionate about helping ecommerce founders who want to take their brand to the next level because I know what it takes to succeed, and what to avoid.
Not sure which products are really driving growth?
Get clarity on your product portfolio and reduce tied-up cash while improving sell-through. I build inventory and demand tools that align product availability with customer demand.
Financial modelling
I build your margins and P&L budget and cashflow for sustainable business scaling:
- Provide clarity on acquisition, growth.
- Forecast basket economics.
- Build bespoke models that work for your business.
Product Operations: Is your supply chain slowing you down?
I design and optimise operational frameworks from suppliers and inventory planning to 3PLs, systems and tools that scale.
Strategy: Are teams pulling in different directions?
Get aligned on product, marketing and operations around a single commercial plan so growth is intentional, efficient and executable.
Product planning - Is your range doing the heavy lifting it should?
I structure and optimise product ranges that earn their place, balancing customer demand, margin and operational complexity.
C Suite Thinking: Facing high-stakes decisions or fundraising?
I act as a plug-in COO role enabling launch and rapid scaling in EU, US and UK markets. Working as a strategic partner to co-author product go-to-market strategy, brand and product strategy, operational plans and have co-authored investor packs and fundraising collateral.
Experiences
Launching a new sustainable marketplace
BRiMM is a membership-led marketplace, where every purchase powers positive change. BRiMM encourages its members to shop for more sustainable products - incentisiving their community with cashback rewards, member events and investing 10% of it’s revenue in sustainability initiatives.
Expanding product offering for Oddbox
I helped ideate and launch Oddmarket - an ambient grocery range that fitted with Oddbox’s mission to save imperfect produce, Oddmarket offers sustainably created, planet positive food, to increase customer growth and retention from the existing base.
Scaling a new US lighting brand to $1m
From renter frustration to $1M brand, as Fractional General Manager, I worked across finance, operations, product, and brand to strengthen the business from the inside out, structuring for scale. I built operational clarity, drove commercial performance, and helped shape product & brand strategy.
Market launch and scaling for European grocery player
I launched Motatos into the UK, a European grocery store saving nd selling short shelf-life food from going to waste. I led a successful GTM launch resulting in fast low cost acquisition and rapid scaling (65k customers in 1 year), £4m revenue.
Demand and supply planning an organic grocery store
I led demand at Farmdrop, a pure-play organic grocery store across >5000 SKUs, making 99% of products consistently available whilst cutting costs by 80% and expanding product selection 3x across a complex supply chain.
Self-confessed home reno and interiors enthusiast
In my spare time, I love all things interiors, renovating my home, decorating, upholstery and making curtains!
My kitchen has been featured in this lovely article by British artisanal tile company, Marlborough tiles.
