What I do

Brand & Commercial Strategy

Positioning, narrative and commercial architecture for businesses that need to mean something before they can sell something.

I start with the market, not the mood board. Category mapping, competitive positioning, pricing posture and the story that holds it all together — delivered as a strategy your commercial team can actually run on.

• —Category & competitor mapping
• —Positioning and messaging framework
• —Pricing and portfolio posture
• —Narrative the whole business can use

Product Marketing

Turning what gets built into something a market understands, wants and will pay for.

I sit between product and commercial — defining the audience, the proposition and the launch narrative, then briefing and overseeing the teams who build and ship it. Owner apps, CRMs and registration systems included, treated as products rather than brochures.

• —Audience and proposition definition
• —Launch narrative and messaging
• —Roadmap input from a commercial view
• —Delivery oversight through to ship

Market Intelligence

The evidence behind the decision — pricing, channel behaviour, retail movement and customer sentiment.

Pricing drift, MAP compliance, grey market leakage and sentiment, surfaced continuously and turned into decisions. This is also where M.I.M.I comes from — the market intelligence product I built for the musical instrument sector.

• —Pricing & MAP monitoring
• —Dealer compliance scorecards
• —Retail and marketplace tracking
• —Sentiment and demand signals

Campaign & Creative Direction

Campaigns, films, photography and editorial, directed by someone accountable for the commercial outcome.

Art direction and production that treats restraint as a strategy. I set the platform and the standard, brief the specialists, and stay close enough to delivery that the work lands as intended.

• —Campaign concepts and art direction
• —Film, photography and production
• —Editorial and copy systems
• —Asset libraries and guidelines

Lifecycle & CRM

First-party data, owned audiences and the programmes that turn a single purchase into a relationship.

From warranty registration to post-purchase journeys — I define the data foundation and the communications that run on top of it, then oversee the build.

• —First-party data architecture
• —Lifecycle journey design
• —Klaviyo / CRM implementation
• —Retention and reporting