BRANDS
People Tattoo On Themselves
Commercial strategist who uses brand as the activation layer.
30 years building brands people care about deeply: SAINT (co-founded, $0→$5M), Knog (CMO, $200K→$10M in 2 years), Crumpler (€19M, 25 EU stores), SKINS (5 regions), Bellroy (brand foundations).
The pattern: Sound business model + strategic brand activation = brands people tattoo on themselves.
How I Work With FoundeRS
Your business model matters more than your brand. Build a sound business model in any category, and brand becomes the multiplier.
Step 1: Commercial Strategy
Structure the business first. Who's the actual buyer? What's the pricing model? Which channels work? Where do you win?
Step 2: Brand Activation
Then activate through brand that resonates—the difference between "this will do" and "I must have."
Outcome: Not prettier decks. Commercial outcomes. Revenue growth. Emotional connection where customers become advocates.
PASSIONATE
“Lelliott is a strong entrepreneur and remarkable creative, who has a rare ability to find sparks forging new brands and products that resonate.”
— Andy Fallshaw / Co-Founder Bellroy
“Lelliott turned founder vision into market-ready breakthrough: comfortable, all-day, single-layer Dyneema® protective denim. His clarity, passion, and open communication made collaboration easy and helped SAINT achieve outsized traction quickly.”
— Giovanni Henssen / DSM Dyneema
“Lelliott has always had an artist's eye for brand, but his commercial strategy changes the game. He doesn't just make brands look good—he structures business and activates brand in ways that drive revenue. It's the kind of thinking I wish I'd had on the table earlier.”
— Seth Watts / Co-Founder CampaignAgent
Selected Work
Currently Available
Fractional CMO Roles
Founder-led brands, growth / inflection stage
Strategic Projects
business structure + brand activation
I look forward to hearing from you.