Fractional Commercial Director · Amazon & DTC
Commercial growth
for a few good brands.
15+ years of ecommerce, brand and commercial leadership for businesses that want sharp growth strategy, brand building that cuts through, and AI-powered systems that take them to the next level.
About
Operator, founder,
fractional partner.
I've built my own brands from nothing, and I've walked into other people's businesses and told them the uncomfortable truth about why they'd stopped growing. Turns out those are the same skill.
I started out in communications, learning how to make people care. Then I launched a haircare brand DTC, took it B2B through salons, onto Amazon UK, EU and US, franchised it across Europe and ran a sell-out pop-up on Oxford Street. After that I built one of the first shoppable UGC beauty platforms, raised seed funding and won a beauty startup award.
The big one: an oral-care brand into Sephora, Superdrug and 2,000+ retailers across the UK and Scandinavia, with seed funding and awards to match. I've also run the product engine for a $50M+ US apparel client, scaling the range from 5 to 100+ SKUs and running sourcing and logistics across Asia.
Right now I'm a fractional Commercial Director for Amazon and DTC brands. I do the turnaround work that used to take agencies months, in weeks. AI does the volume. I do the judgement.
The Journey
The Route Here
Fractional Commercial Director
Independent
Leading the US expansion of a British Amazon brand. Building trading frameworks, holding agencies to account, and running commercial strategy two days a week. I move fast because I build my own AI systems to do the heavy lifting.
- Amazon US Expansion
- Agency Governance
- AI Systems
- Commercial Strategy
Product & Sourcing Lead
$50M+ US Apparel Client
Ran the product engine for a $50M+ US client. Owned the full product-development journey end to end, scaling the range from around 5 to over 100 SKUs and running sourcing, field production and logistics across Shanghai, Vietnam and Bangladesh.
- Range Scaling
- Sourcing Leadership
- Production
- Logistics
Award-Winning Brand Founder
Independent
Built an oral-care brand into Sephora, Superdrug and over 2,000 retailers across the UK and Scandinavia. Raised seed funding and picked up the Vegan Beauty Awards, the Get The Gloss Beauty Award and an Asian Travel Award.
- Retail Expansion
- Seed Funding
- Awards
- International
Shoppable UGC Platform Founder
Independent
Founded one of the first shoppable, UGC-driven beauty platforms for cosmetics. Raised the seed funding myself, survived the pitch circuit, and won a beauty startup award.
- Beauty Tech
- Seed Funding
- UGC Platform
- Startup Award
Haircare Brand Founder
Independent
Launched a haircare brand DTC in the UK, built a sales team and took it B2B through the salon network, launched on Amazon UK, Europe and the US, franchised across Europe through distributors, and ran a sell-out month-long pop-up on Oxford Street.
- DTC Launch
- Amazon UK/EU/US
- Franchising
- Retail Pop-up
Marketing & Communications Manager
Public Sector
Where I learned how to make people actually care about something. The grounding in campaigns, messaging and communications that still drives my commercial work today.
- Campaigns
- Messaging
- Communications
- Brand Building
Where I Go To Work
What I Do
Strategy & Growth
I build the plan that actually moves the needle: positioning, channel strategy, growth modelling and the sequence of bets that turns a brand from busy into scalable.
Commercial Diagnostic
The teardown. Margin, pricing, channel mix and what's really driving growth versus just maintaining it. I find where value is leaking — and where it's hiding.
Amazon & Marketplace
Deep Seller and Vendor Central expertise across UK, EU and US. Trading, listings, advertising, subscription and the commercial strategy underneath the account.
DTC & Brand
Shopify, email and retention, paid social and the owned-channel engine, plus the brand foundations underneath. How Amazon-native brands stop renting their growth.
Channel & Retail Expansion
The bit most Amazon people can't touch. Wholesale, distribution, retail buyers and international expansion across the UK, EU and US.
AI & Operations
I deliver a full commercial remit in two days a week because I build AI-accelerated systems to do the volume: analysis, reporting, forecasting and content at scale.
Proof Points
Built. Scaled. Won.
15+
Years Experience
2×
Founder
2,000+
Retailers Placed
$50M+
Client Managed
Let's Talk
Need someone senior, not full-time?
If you've got a brand that's stuck, a project that needs a real operator, or a decision you'd rather not make alone, let's talk. No pitch. Just a straight conversation about what you need.