About me

I build, scale and exit businesses, and I work with founders and senior leaders who are doing the same.

Over the last decade, I’ve founded companies, led teams through growth and complexity, and made decisions that mattered commercially, culturally and personally. I’ve worked close to P&L, customer data and delivery, and I understand what it looks like when ambition outpaces clarity, and what it takes to bring them back into alignment.

My work sits at the intersection of brand and business strategy. Not brand as decoration, but brand as a business tool. When brand is clear and intentional, it helps people understand what a business stands for, trust it, and choose it. When that’s working, growth becomes more sustainable, teams align more easily, and the business is better positioned for what comes next.

I’m drawn to moments of change. Growth, transformation, recalibration and exit. These are the points where brand and business need to move together, and where thoughtful, experienced decision-making matters most.