CPO & Strategic Growth Advisor
Building brands for their next phase of growth.
I work with founders and leadership teams across retail and e-commerce to sharpen commercial direction, unlock new growth opportunities and build the product, organisation and operating model to scale.
Who I work with
Sound familiar?
What I do
From strategy to execution.
I come in at leadership level and look at the whole business: where the next phase of growth should come from, and what it takes to build it. Then I go down into the detail and make the economics work.
01
Product & Assortment Strategy
What the range is doing, and what it should become. Which categories earn their place, what to double down on, what to retire, and where you have earned the right to play next.
- Category strategy
- Assortment architecture
- Portfolio & lifecycle
- Innovation & product development
- New categories
- Commercial roadmaps
- Customer & sales insights
02
Commercial Growth & Expansion
Where the next phase of growth actually comes from. New markets, new channels, new partnerships, and a route to market that can carry them.
- Growth strategy
- New markets
- New channels
- E-commerce & retail
- Go-to-market
- Strategic partnerships
- Commercial opportunities
- International expansion
03
Profitability & Commercial Engine
Where the money is. This is the part most brands underestimate, and where I usually find more than expected.
- Margin optimisation
- Pricing strategy
- Supplier negotiations
- Cost structures
- Sourcing & production
- Commercial terms
- Inventory & cash
- Product and category mix
- Demand planning
04
Organisation & Transformation
The company behind the plan. Structure, roles, ways of working and the data to decide with, so the organisation can carry the growth instead of slowing it down.
- Organisation design
- Roles & responsibilities
- Operating models
- Processes & ways of working
- AI & automation
- Data-driven decision making
- Cross-functional collaboration
- Leadership & team development
Three ways in
Diagnose. Build. Partner.
Start hereStrategic Growth & Assortment Review
Fixed fee · 3–4 weeks
A concentrated analysis of the business: where growth should come from next, what the assortment and category structure are really doing, where profitability is leaking, and whether the organisation can carry the plan. You leave with priorities, opportunities and a roadmap.
What I go through +
Start hereStrategic Growth & Assortment Review
Fixed fee · 3–4 weeks
- Commercial performance. What's growing, what carries the company, and what quietly costs you.
- Assortment and category structure. What the range does today, and what it should be doing.
- Growth opportunities. Categories, channels, markets and partnerships worth the next investment.
- Profitability. Margin, pricing, mix, sourcing and terms, with a number on each.
- Organisation. Whether the structure, roles and ways of working can carry the plan.
- Channels and markets. Where you win now, and where you could.
- Processes. How decisions get made, and what slows them down.
Output: priorities, opportunities and a roadmap you can act on. Your team's total time: a few hours.
Where most of the work happens
The ongoing partnershipEmbedded Growth Partner
Monthly · 1–2 days a week
I work close to you and the leadership team and help make the change actually happen. Fractional CPO, strategic growth advisor or operating partner, depending on what the business needs.
Where I go deepest +
The ongoing partnershipEmbedded Growth Partner
Monthly · 1–2 days a week
A strategy nobody executes is expensive. This is the seat where the plan becomes decisions, launches, negotiations and a team that can run it.
- Growth and commercial direction set with you and the leadership team, then held.
- Assortment, category and launch decisions with sell-through targets before a launch is greenlit.
- The commercial engine: margin, pricing, suppliers, terms, inventory and cash.
- Organisation and ways of working, so the company keeps its speed as it grows.
On site when it helps, remote when it doesn't. A fixed monthly fee, agreed in writing before we start. Never by the hour.
The long gameStrategic Partner & Board
Bespoke · Advisory / board / equity
Long-term strategic support to founders, CEO, leadership team and board: growth, expansion, commercial strategy, organisation, new categories, partnerships and the decisions that set the direction for years. Advisory board, board member or interim executive.
The commercial edge
The upside hiding in plain sight.
Proof
Beautiful brand.
Let's make it profitable too.
Growth is only interesting if the economics work. This is where I go deepest, and where I usually find more than expected: in the assortment, the pricing, the supplier setup, the negotiations, the cost structure or the way the organisation works.
+7%
product margin improvement
+30%
sell-through on new launches
Millions
unlocked through margin work, negotiations and stock
- Margin
- Pricing
- Mix
- Supplier negotiations
- Sourcing
- Commercial terms
- Inventory
- Cash
Results from real engagements. What's available in your business gets validated against your own numbers before anything is promised.
About
Strategic enough for the boardroom.
Operational enough to change the business.
I've spent 15+ years helping build, scale and transform consumer brands, across established global brands, high-growth scale-ups and early-stage startups, in beauty, fashion, activewear, wellness and consumer.
I work at the intersection of product, commercial strategy and growth: finding where the next phase should come from, then building the assortment, organisation and commercial structures that deliver it.
Contact
Let's talk about what's next.
One short conversation about where your next phase of growth should come from, and what it would take.