Big-firm strategy, founder-sized.
I help founders and early teams in FMCG, travel and hospitality answer the questions that decide everything: where to play, how to win, and what story ties it all together. The toolkit comes from twelve years advising C-suites at IBM and Deloitte; the focus now is businesses built around taste, place and experience.
Start a conversationThree ways in.
Growth Strategy
Helping young businesses define where to play and how to win, turning ambiguity into actionable opportunities. From market entry to what to launch next, I bring structure to the questions that keep founders up at night.
Business Model Innovation
Reimagining how your business creates and captures value: partnerships, new revenue streams, smarter ecosystems. Because the model that got you here rarely gets you there.
Narrative & Storytelling
Shaping brand narrative, editorial strategy and storytelling that builds connection and community. Strategy no one can retell is strategy no one will follow.
Founders with taste. Organisations with purpose.
I work with startups and scale-ups in FMCG, travel and hospitality: businesses where brand, product and story are inseparable. These are the industries I write about, travel through and cook from, so I arrive already speaking your language, with a strategic lens sharpened on far bigger problems.
I also advise mission-led and cultural organisations. I serve on the board of Off Assignment, an award-winning literary travel magazine championing place-based narratives, where I help expand its footprint and revenue streams.
I thrive at the intersection of strategy and creativity. If your challenge lives there too, we should talk.
Get in touch"What unites both sides of my career is a passion for growth, storytelling and transformation."