About me

I’ve built and led businesses through start-up, scale-up and sale, and I’ve learned that the most difficult decisions are rarely about ambition. They’re about clarity.

Over the last decade, I’ve founded companies, grown teams, navigated complexity and made decisions that carried real commercial, cultural and personal weight. I’ve worked close to P&L, customer data and delivery, and I understand what it feels like when momentum outpaces direction, and what it takes to bring them back into alignment.

My work sits where brand and business strategy meet. Not brand as decoration, but brand as a practical tool for leadership and growth. When brand is clear and intentional, it helps a business make better decisions, align its people and earn trust in the market. When it isn’t, friction shows up everywhere.

I’m drawn to moments of change. Growth, recalibration, transformation and exit. These are the points where experience matters most, and where thoughtful, steady judgement can mean the difference between progress and noise.

I work with founders and senior leaders who care deeply about what they’re building and how they build it. People who want growth, but not at the expense of credibility, culture or clarity. My role is often to sit alongside them, helping create space to think, decide and move forward with intention.

If you’re building something that matters to you, your team or your customers, I’d love to connect.