I'm a commercial strategist who uses brand as the activation layer.

That sounds abstract, so here's what it means in practice.

Fast fashion built on exploitative labour? Clever marketing just puts lipstick on exploitation.

FMCG sugar water with misleading health claims? Beautiful packaging doesn't make commodity ingredients healthier.

I've always said: you can sell almost anything once. It's the repeat sales that matter. And repeat sales require honest value—sound product, sustainable margins, ethical operations.

That's where brand becomes the multiplier.

Industrial drill bits. Medical education tools. Sustainable apparel. Heritage luxury goods. Technical compression gear.

These are categories where:

• The business model is sound (honest value, sustainable margins)

• Commercial strategy matters (pricing, channels, positioning move P&L)

• Brand has outsized impact (differentiation in commodity, cultural resonance, premium positioning)

Step 1: Commercial Strategy

• Who's the actual buyer? (Not "everyone")

• What's the pricing model? (Sustainable margins)

• Which channels work? (Distribution strategy)

• What's the competitive position? (Where do you win?)

Step 2: Brand Activation

• Position for resonance (not just awareness)

• Message for conversion (not just interest)

• Execute for consistency (across all touchpoints)

• Measure for revenue (not vanity metrics)

Outcome: Brand that resonates—the difference between "this will do" and "I must have."

30 Years Building Brands People Care About Deeply

SAINT (Co-Founder, 4 years)
$0→$5M turnover. World-first Dyneema motorcycle jeans + industrial workwear. 72% gross margins. $1M B2B order (RSEA).

Knog (CMO, 7 years)
$200K→$10M revenue in 2 years. 45 markets. Made bicycle lights emotionally resonant in commodity category. People tattooed the logo.

Crumpler (Creative Director)
$3M→€19M revenue. Directed Cologne creative hub. 25 stores across Europe. Built irreverent global brand voice that travelled.

SKINS (Creative Director, 10 months)
5 regions: EU, UK, NA, AU, NZ. CEO London, COO Zurich. Refreshed global brand voice, unified creative execution.

Lion FMCG (Product & Packaging Creative Freelance, 2.5 years)
Launched dairy, mineral water, kombucha brands. Competitive categories. Distinct positioning.

I use AI for speed and scaling—not as replacement for human creativity, but as accelerator.

What AI does:

• Pattern recognition across conversations

• Faster iteration on positioning frameworks

• Maintaining brand voice at scale

• Amplifying human creativity

What AI doesn't do:

• Strategic thinking

• Commercial judgment

• Instinct for what resonates

• Understanding founder psychology

The strategic work is still human. AI just helps me move faster.

CMO Roles – Founder-led brands, growth stage, comfortable with remote/flying

Fractional CMO – 2-3 brands simultaneously, strategic + hands-on

Strategic Projects – Business structure + brand activation, 2-4 weeks

Daylesford-based. Globally experienced. Energised by building brands people care about deeply.