I didn’t set out to be a strategist. I started in the detail, analysing customer behaviour, finding patterns and golden nuggets of insight and asking better questions. Along the way, I realised I wasn’t just uncovering insight, I was shaping what businesses should do next.

Over the past 18+ years, I’ve led marketing transformation from the inside out. I’ve uncovered and delivered multi-million-pound growth opportunities by repositioning legacy brands, identifying new audiences, elevating CX, and transforming CRM and acquisition strategies through smarter use of data. A recurring theme throughout my work has been shifting from trying to do everything to focusing on what truly moves the needle. Time and again, I’ve seen that real growth happens when teams understand their customers and act with purpose.

Now, I love to help businesses that want to do the same.

Whether you need a sharper strategy, stronger internal alignment, or simply a fresh set of eyes on your customer data. I help teams see the opportunities, focus on the right path, and move with confidence.

Because growth doesn't come from guesswork. It comes from clarity, connection, and the courage to act.