Selected leadership work
A record of the challenges I was accountable for, the choices I made and what changed as a result.
#1
Category brand
From fourth in three years
2.6×
Customer lifetime value
Through loyalty and experience redesign
19
Markets launched
One brand, locally fluent
34
Effectiveness awards
For work that moved the business
Case 01
An expanding portfolio had blurred the organisation's proposition. I led work to understand the choices customers were making, clarify the role of each offer and establish a more coherent brand architecture. The programme aligned leadership around a common narrative and gave customer-facing teams a practical framework for communicating it.
Case 02
Acquisition activity and customer experience were managed in separate conversations. We brought the journey into a single view, identified the moments that shaped confidence and linked marketing priorities with product and service decisions. The work created clearer accountability for the experience behind the campaign promise.
Case 03
Entering an unfamiliar segment required more than a new campaign. I worked with commercial teams to test the proposition, understand adoption barriers and develop evidence that helped customers evaluate the offer. We sequenced market activity around what we were learning, rather than committing every channel before the proposition had been tested.
In the words of others
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.