Boardroom thinking.
Independent perspective.
Fifteen years in senior brand and marketing roles — VP, Head of, Director — before moving into independent practice. The work looks different; the standards don't.
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Built for the complexity of real organisations
I spent the first fifteen years of my career inside large organisations — a global FMCG corporation, a category-defining technology company, and a pan-regional financial group — building brands, managing significant budgets, and leading teams through growth, transformation, and integration.
The move to independent practice wasn't about leaving that world. It was about applying what I'd learned more directly, to organisations that needed senior thinking without the overhead of a large firm.
I work with marketing directors and CEOs who are navigating moments of consequence: a rebrand, a market entry, a pivot, a post-merger integration. The situations where the quality of the strategy actually matters to the outcome of the business.
Areas of Expertise
Corporate roles before the desk
2020 – Present
Independent Consultant
The Strategy Desk
Boutique advisory practice serving mid-market and enterprise clients across 12 industries.
2016 – 2020
VP, Brand & Communications
Confidential — Pan-Asian Financial Group
Led brand integration across 7 markets following a major merger. Team of 34. Budget: USD 28M.
2012 – 2016
Head of Marketing
Confidential — Consumer Technology Company
Took the brand from regional challenger to category leader in 4 years. 3× revenue growth.
2008 – 2012
Senior Brand Manager
Confidential — Global FMCG Corporation
Managed a £120M brand portfolio across South and Southeast Asia.
The working philosophy
01
Clarity before creativity
No strategy document, brief, or campaign should leave a room unless every person in that room could explain it to a stranger in two sentences. If it can't be said simply, it hasn't been thought through simply.
02
Commercial empathy
The best brand and marketing work is made by people who understand the P&L as fluently as they understand the customer. I live at that intersection.
03
Honest diagnosis first
I don't arrive with a framework looking for problems to fit it. I start with your situation, your data, and your people — and the strategy emerges from there.
04
The work is the relationship
I take a small number of clients at any one time so that every engagement gets the depth it deserves. I'm not running a practice at volume.
See the approach in action
The case studies are anonymised at the client's request, but the numbers and the methodology are real.
View Case Studies