For a brand to grow, it needs clarity - a focused strategy, rooted in insight and ambition. I start with a detailed brand audit, then sharpen the core proposition, define the ambition and growth priorities.

From transforming LUX into a modern beauty masterbrand to repositioning Closeup for a new generation, I’ve helped heritage brands find renewed relevance and growth.

What’s the strategic challenge I can help you solve?

To be chosen, a brand must be remembered. From brand films to TikTok trends, on-pack claims to point-of-sale, great storytelling starts with a clear brief, sharp insight and a distinctive brand world.

On Closeup, celebrating closeness & love brought new emotion. On LUX, reframing beauty as strength unlocked award-winning creativity and stronger equity.

I help brands craft stories that stick.

What briefs can I help sharpen?

Innovation fuels growth - reaching new audiences, adding value, and strengthening what the brand stand for.

On Closeup, freshness-led ideas, new formats & benefits kept the brand ahead. On LUX, upgraded soaps and indulgent bath rituals attracted younger, more premium consumers.

I help brands define future-fit innovation spaces and build pipelines that deliver.

Are your innovation spaces clear? Can I help you fill your funnel?

Enduring brands need capable, aligned teams with the tools and confidence to bring vision to life.

From leading LUX’s digital transformation to training teams on innovation sprints, POS craft, and storytelling, I’ve helped marketers grow into confident brand builders.

Whether you need sharper guidelines or tailored training, I can help your team deliver with clarity and consistency.

What capabilities do your brand builders need most?