Strategy works best when it isn’t labelled.

Founding a strategic consultancy built on the belief that strategy makes today’s ideas into tomorrow’s classics.

We offer brand, creative, media and communication strategy for brands, startups, the cultural sector and charitable organisations.

I’m available as a freelance strategist, or I can bring in a wider network of talent and specialists through New Classic.

Co-founding We Are Rival, a consultancy focused on helping brands successfully challenge markets and succeed in the long term. It was founded on the belief that every brand can be a challenger, but few possess the ability to grow and significantly rival a category. I worked with clients such as JP Morgan, Reebok, Unilever, Activision, RTGS.Global, SEGA, Q2, Superlink and others.

I created a toolkit for rival brands, from brand positioning and planning and building impactful go-to-market strategies, through designing insightful analytics and data architecture, to up-skilling internal talent.

Our software arm offers tools and data sources to identify opportunity, including Curo, which uses share of search monitoring to track consumer demand and market changes.

Leading strategy at VaynerMedia London, I focused on growing the team and the agency through great strategic thinking. I took the team from just myself to 20, helped build the agency from 35 to 115 people, and pitched and won clients across EMEA and global, including NatWest, UNICEF, TikTok, Heinz, Mettle, Shell, WeWork, Diageo and more.

My focus ranged from strategic infrastructure and thought leadership (appearing in Campaign, BBC News, CNBC, WARC and more) to team development and new business.

I was responsible for planning across Samsung IM in the UK, including mobile, wearables, VR and cameras. The scope covered ATL, BTL and retail work, as well as thought leadership on new technologies and brand activity.

Activity included product launches (the Samsung S8) and promotional activity (Christmas 2016 and wearables), as well as strategies for brand activation and refreshing the retail experience.

I worked on global brand and communications planning for Shell Lubricants (Helix, Rimula, Rotella), European strategy for Treasury Wine Estates (Lindemans, Wolf Blass, 19 Crimes, Blossom Hill, Penfolds and others) and Shell Fuels in the UK.

My role stretched from brand planning and creation through to creative and comms strategy, working closely with the specialist shopper, content and digital teams.

Leading strategy on clients including Volvo, LG, BP and American Express. I worked across the agency’s strategy, social and business planning teams, often holding several roles at once and pushing for greater integration in the agency’s product.

I helped develop psychological and behavioural economics frameworks to guide agency thinking, built social network tracking tools and created digital strategic frameworks.