Making brands easier to understand, sell and recommend.
I help founder-led and growing businesses get clear on what makes them different. Then I turn it into a story customers understand and your team can sell.
Fifteen years in sales and brand at Coca-Cola, Schweppes, Arbikie and Hoxton Spirits.
The business has moved on. The brand story hasn’t.
Products get added. New customers appear. Markets change. The story doesn’t always keep up.
It's harder to explain what makes you different.
Sales and marketing tell slightly different versions.
The website says too much.
The sales deck has stopped helping.
That’s usually where I come in. I make the story clear again, then build the things people need to use it.
Not another strategy deck.
Something your team can pick up and sell with.
Positioning & messaging
Work out why the brand is worth choosing, and how to say it in one breath.
Commercial storytelling
Give customers, partners and sales teams a clear reason to care.
Brand & sales tools
Build the decks, guides and materials that make the story easy to sell.
Market support
Put it in front of customers and find out if it works.
Start with the problem. Build only what moves the business forward.
I don’t arrive with a deliverable in mind. A new website won’t fix unclear positioning. A fresh sales deck won’t help if nobody can say why the customer should care.
So I start with what’s actually in the way.
Understand
Get beneath the brief.
Clarify
Find the clearest version of what you're selling, and why it matters.
Build
Make only what will move it forward.
Embed
Help the team put it to work.
Sometimes that means going out and selling it.
I don’t disappear once the deck is finished. I work alongside founders, internal teams and distributors in market. I open customer conversations, present the brand, support launches and spend regular time in trade.
That might be a launch project, a period of focused market development, or one day a week. Either way, I hear first-hand what customers get, what they don’t, and what needs to change.
From commercial reality to brand strategy.
I’ve spent more than 15 years in frontline sales, customer strategy, brand building, advocacy, trade marketing and international growth, at Coca-Cola, Schweppes, Arbikie Distillery and Hoxton Spirits, and with founder-led businesses.
I’ve managed customers. I’ve built brands. I’ve worked with distributors and sales teams. And I’ve sat in the meeting where somebody finally asks:
“So why should I buy this?”
Brand thinking has to survive that question. It has to work for the people who shape it, sell it, buy it and bring it to life.
How we can work together.
Focused project
A clear challenge, an agreed outcome, one piece of work.
Regular senior support
Senior thinking when you need it, without another full-time hire.
Ongoing brand & commercial support
Stay close as the work is used, tested and evolves.
For drinks businesses, any of these can include regular time in trade.
Need someone on the ground in the UK?
For drinks brands, I can stay involved in market.
I work alongside them to create demand and give your brand more dedicated attention.
I cover customer meetings, tastings, launches, advocacy and account development.
I'll work out what the brand needs before you try to sell it.
Let’s make the next stage clearer.
Maybe you need sharper positioning. A sales story people grasp faster. A website that explains the business properly. Better tools for the team. Or someone experienced to stay involved and help put it in front of customers.
It usually starts the same way: a conversation about what’s getting in the way.