From the study / A considered perspective
Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
On the reading table
- [2]
Growth measurement needs honest boundaries
Customer experience · June 2026
- [3]
Customer insight should change a decision
Growth · March 2026
- Category brand
- #1
- From fourth in three years
- Customer lifetime value
- 2.6×
- Through loyalty and experience redesign
- Markets launched
- 19
- One brand, locally fluent
- Effectiveness awards
- 34
- For work that moved the business
Beyond the page
The record behind the perspective.
In the boardroom
- Aurelia ConsumerIndependent Director · 2023 — Present
- The Creative Futures TrustTrustee · 2019 — Present
Recognition
- Marketer of the YearThe Brand Effectiveness Awards · 2024
- Women in Leadership — MarketingThe Boardroom Review · 2022
In conversation
- “How a fourth-placed brand became the category leader”The Brand Effectiveness Journal · 2025
- “Why the board should own brand risk”The Boardroom Review · 2024
- “Episode 104 — Customer truth over campaign noise”The Leadership Ledger podcast · 2023
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
Continue the conversation
Ideas are tested in conversation.
For board, advisory and speaking invitations, and for readers who want to take an argument further.
- Board appointments
- Advisory roles
- Speaking invitations
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