My journey
Forged from the reality of growing businesses.
My background building and growing ecommerce businesses, and developing commercial strategy for both start-ups and scale-ups, means I understand the challenges founders face.
I know the pressure, trade-offs and uncertainty involved in building a business. Not from theory, but from having responsibility for those decisions myself.
I now work with founders to understand what is really happening in their business, and strengthen the commercial foundations needed for sustainable growth.
I do this because I enjoy running businesses and I am genuinely inspired by people building something of their own.
Cut through the noise.
Founder-led businesses are different. Leaders are agile. Decisions are made quickly. Information is often incomplete. And the founder carries the weight of everything. That changes how businesses grow and how decisions are made.
I work in that reality. Helping founders make sense of complexity, prioritise clearly, and move forward with confidence.
Commercial thinking, not marketing thinking.
Most businesses default to marketing. More traffic. More campaigns. More spend. But marketing is only one part of the system. And when the underlying economics are unclear, it often creates activity without real progress.
I focus on the full commercial picture. Customers, acquisition, margins, pricing, operations and cashflow. Because growth only works when the whole business works.
Clarity before growth.
Understanding what drives performance.
Commercial, not marketing.
Looking beyond traffic and revenue.
Profit, not revenue.
Focusing on what actually works.
Sustainable, not reactive.
Building businesses that hold together.
How I work
Practical experience, applied to real businesses.
I bring together hands-on experience, commercial thinking and coaching to help founders understand their business and make better decisions as they grow.
