About Me

I’m equal parts strategist, operator and self-confessed brand geek.

Let’s start with what I’m not: a consultant who hands you a 40-page deck, wishes you luck, and disappears. I’ve been the person who has to make the deck work — on the shopfloor, on a P&L, in a Monday morning trading meeting where the numbers don’t lie.

The short version of how I got here

I spent the first tranche of my career in corporate retail — across beauty, fashion accessories and leather goods, working luxury, premium and high street levels of the market. The role spanned both sides: B2B, managing supplier and partner brand relationships directly within a multi-million-pound category; and B2C, shaping how those collections were positioned for the customer. I learned how strategy gets built across a 60 store portfolio, including an e-commerce launch.

From there, I founded and scaled three businesses of my own — including one of Singapore’s first independent multi-label lifestyle boutiques, scoped from day one as a brand incubator rather than a pure-play boutique. For eight years, it operated as a robust commercial platform for 70+ partner brands. Operationally, it meant working both sides of the business at once again — B2B, building the commercial structure and selling it to every brand we brought on board; and B2C, shaping the actual experience for the customer walking through the door.

That unique dual perspective is exactly why I now work as a freelance Growth Strategist. I’ve seen what works — and what doesn’t — from inside 70+ different brands, and from both sides of the table: the partnership conversation and the boutique floor. Now I bring that experience to founders directly, so they don’t have to learn it the slow (or expensive) way.

What this means for you

Most founders I meet have a strong vision for their business — what’s missing is the strategy to turn it into commercial reality. I work across four areas to close that gap:

1. Marketing & Positioning A vision needs to be communicated clearly before it can grow. I’ll build the positioning and channel strategy that gives your marketing — Instagram included — an actual job to do, instead of guessing what to post next.
2. Business Development & Partnerships A vision needs a growth engine, not just word-of-mouth. I’ve run full sales cycles and built partnership pipelines from scratch for other businesses — I’ll build the one that takes yours to its next stage.
3. Profitability & Margin A vision only survives if it’s commercially sound. I build the pricing architecture and margin strategy that means growth actually leaves something behind for you, not just on the top line.
4. Resourcing & Operations A vision needs the right structure to scale, not necessarily more headcount. I build lean, efficient operating models — the kind that cut operational load by 23% at my own boutique — so growth doesn’t break the business trying to deliver it.

Wherever your business is right now, the next stage of growth usually needs all four working together. That’s exactly what I help founders build. 

How I work

Based on how clients actually need support, there are two ways to work together: project-based — a focused piece of work like a pricing audit, partnership strategy or growth plan — or retainer, where I sit alongside your business in a fractional CMO or COO capacity for a more sustained impact.