Work
“The work starts before the work starts.”
Before any strategy, any framework, any recommendation, I need to understand how you talk about yourself, to whom, and whether it's working.
How I work
I embed myself inside a business.
I treat it the way a good journalist would treat a story: I read everything, talk to the people who know things, look at what the competition is doing, and try to understand the gap between where you are and where you could be.
I’m looking at everything. Your channels and how you use them. Your brand language and where it breaks down. How you show up at industry events, to buyers, to press, and on a homepage someone finds at 11pm on their phone.
What comes out is a brand, marketing and communications strategy, not a deck to present and file, but a working framework your team can use. It defines how you should be talking, to whom, on which channels, with what tone, and toward what outcome.
Yarn · thread · fibre
Services
What I do
01 —
Brand & communications strategy
A working framework that defines how you talk, to whom, on which channels, and toward what outcome.
02 —
Fractional marketing leadership
Acting as your marketing director on a part-time basis: running the function, briefing agencies, sitting in the room where decisions get made. Senior thinking without a full-time hire.
03 —
International & market expansion
Go-to-market strategy for new geographies. Positioning, partnerships, and launch sequencing that accounts for how each market actually buys.
04 —
Sustainability positioning
For brands and suppliers with genuine credentials that aren’t landing. Moving from compliance to conviction.
05 —
Campaign direction & brand partnerships
Directing high-stakes campaigns and collaborations: celebrity, creator, or cross-brand. From concept through to commercial delivery
06 —
B2B narrative & go-to-market
For supply chain businesses that need fashion brands to understand them and care about what they make.