Selected work.
A small set of engagements that show the kind of work that ends up on my desk, and what it looks like when it's done.
- Sony MusicMusic & entertainment · 202401
Repositioning a heritage label for a streaming-first audience.
Rebuilt the artist development brief end-to-end and shipped a new go-to-market playbook used across three territories.
Outcomes- —+38% catalogue streams in 6 months
- —New brief adopted by 3 regional teams
- —Two priority signings closed inside the quarter
- Kellogg'sFMCG · 202302
Cutting a 14-week NPD process down to six.
Mapped every handoff between brand, insights and supply, killed the meetings that weren't earning their place, and rewrote the gate criteria in plain English.
Outcomes- —Time-to-shelf reduced by 57%
- —Three SKUs launched in the same quarter
- —Adopted as the European default process
- William Grant & SonsPremium spirits · 202303
A clearer brand hierarchy across a crowded portfolio.
Resolved overlapping positioning between four brands competing for the same on-trade space, and gave the commercial team language they could actually sell with.
Outcomes- —Single portfolio narrative shipped to 12 markets
- —On-trade pitch deck cut from 42 to 9 slides
- —Two-week onboarding for new BDMs, down from eight
- loveholidaysTravel · 202204
Turning peak-season chaos into a repeatable operating rhythm.
Stood up a weekly cross-functional cadence between marketing, trading and ops so the business stopped re-litigating the same decisions every Monday.
Outcomes- —Decision latency cut from days to hours
- —Marketing spend reallocated weekly, not monthly
- —Peak season delivered without an all-hands war room
- Mandarin OrientalLuxury hospitality · 202205
A guest communications standard worthy of the brand.
Audited every touchpoint from booking confirmation to post-stay, and rewrote the templates the property teams actually use.
Outcomes- —Post-stay NPS up 11 points
- —Templates rolled out across 9 properties
- —Guest-relations training cut by half a day