My expertise brings commercial acumen and operational rigour to brands that want to go-to-market, expand or pivot, with financial planning, growth, & product strategy.
Unsurprisingly, I love food, interiors and home renovating!
What I offer
About me
Over 20+ years, I have worked with iconic grocery, home, fashion, and lifestyle ecommerce and D2C brands.
I’m passionate about building winning business models for ecommerce founders who want to take their brand to the next level because I know what it takes to succeed, and what to avoid.
Learn more
Helping ecommerce startup and scale-ups turn ambition into growth
I work with early-mid stage scaling D2C and ecommerce brands to:
1. Build growth economics and bring actionable clarity to your margins and cashflow
2. Plan demand and supply more intelligently
3. Streamline operations across team, product and process
4. Align product, marketing, and commercials
Inventory Portfolios
I work with your data to structure your product range to drive desired customer behaviour:
- Demand planning
- Supplier management
- Inventory optimisation
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
I ensure end-to-end fulfilment, inventory management and functions are synced and run smoothly, selecting and optimising the right 3PL and fulfilment for your business to maximise efficiency.
Strategic Alignment - Product, marketing, operations
I ensure your business has a cohesive strategic alignment and approach across brand, product, marketing and operational strategies - working cross functionally to communicate your brand’s value proposition at every touchpoint.
Product Range Planning
I structure products to attract target customers with a balanced price and value proposition, assessing market position vs competitors, optimise margin, bottom-up and achieve an attractive product mix.
C Suite Thinking
I act as a plug-in COO role enabling launch and rapid scaling in EU, US and UK markets. Building out teams and resources to dial up fast and effective customer acquisition. Co-authoring 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.
