DTC and Shopify
Conversion rate optimisation, offer and bundle strategy, retention, CRM and email, focused on growing customer lifetime value and profitable repeat purchase.
Commercial Growth Partner
I help consumer brands grow across DTC, marketplaces and retail.
Three-time founder with 15+ years in DTC and consumer goods across beauty, consumer and apparel. I've taken brands from initial concept through to international retail, onto marketplaces including Amazon and Walmart across the US, UK and EU, and into 2,000+ retail doors across Europe. Today I work hands-on with founders and their teams, with AI systems doing the heavy lifting on data and reporting.
15+ years
DTC, consumer goods and retail
3× founder
including two consumer goods brands
2,000+
retail doors across Europe
$1M to $50M
US apparel account grown under my ownership
About
Your commercial growth partner.
I've built and run consumer brands of my own, so I know what it's like to be the founder holding everything together. When I work with a brand, I join the team, learn how things run, and help take the weight off: getting the channels, the numbers and the people pulling in the same direction.
I've worked on both sides of the table, as a founder working with agencies and as the commercial lead delivering for a $50M+ US client, so I know how to make those relationships work for everyone. My aim is simple: to care about your brand as much as you do, and to leave it stronger than I found it.
Commercial experience
What I bring to a brand
Amazon and marketplaces
Account strategy, listing optimisation, advertising, launches and account health across Amazon and Walmart in the US, UK and EU, built around profitable growth and brand protection.
Retail, wholesale and international
Often the missing piece for ecommerce brands. Building partnerships with multinational retailers and distributors, from the first pitch through to ongoing account management, and taking brands into new international markets.
AI systems and reporting
AI-powered workflows, reporting and KPI tracking that bring every channel into one clear view, so the team spends less time pulling numbers and decisions happen faster.
The work behind the numbers
Experience
Amazon Lead, Fractional
US oral care brand
I ran the Amazon US channel for a $20M DTC and Amazon oral care brand doing $500K+ a month on Amazon. I owned pricing, advertising, inventory and listing decisions, working with a team of around six across in-house staff and agencies. I launched multipack listings, rewrote the listings around the DTC brand story, ran creator sampling and live shopping, and scoped international expansion into the UK, Canada and Australia, with weekly commercial reporting to the founders.
- Amazon US
- Advertising
- Pricing & Inventory
- International
Commercial Director, Fractional
British heritage homeware and decor brand
I built the commercial strategy for a $7M+ brand selling across the UK and US, ahead of a full Amazon relaunch on both marketplaces. I ran product-by-product commercial reviews across the range, benchmarked each product family against competitors, rebuilt the advertising strategy and set up a clear way of working with the agency. I also led the new QR-led customer journey, brand messaging and the claims process.
- Commercial Strategy
- Amazon UK & US
- Agency Partnership
- Customer Journey
Client Growth Director
Bespoke sourcing agency · US apparel client
I took on a US menswear and activewear account and owned product, brand, delivery and the client relationship as it grew from around $1M to $50M a year. I scaled the range from 5 to 100+ SKUs across four seasonal collections, presented to the client's board in New York, and moved production from China into Vietnam and Bangladesh during the US tariff changes. I managed sourcing teams across Asia and Europe, with project tracking and AI checkpoints keeping the critical path on track. The client went on to consolidate its other brands into the account.
- Product Strategy
- Sourcing
- Board Level
- Range Scaling
Founder
Sustainable oral care brand
I built the brand from formulation to shelf. I pitched and won major beauty retailers and pharmacy chains, growing into over 2,000 retail doors across Europe. I developed nine versions of the formula, sourced raw ingredients internationally, scaled on Amazon UK, EU and US, and built a subscription refill model on DTC and Subscribe & Save. I raised seed funding and won two beauty awards, and the formulation was later acquired by a European company.
- Retail Partnerships
- Amazon UK/EU/US
- Subscription
- Exit
Founder
Blusho · Shoppable creator commerce
I built one of the first shoppable, creator-led beauty platforms, connecting beauty brands with creators and the major online beauty retailers. I raised the seed funding myself and won a Best of Beauty award.
- Creator Commerce
- Seed Funding
- Beauty Tech
Founder
Hair Dazzle · Hair accessories
I spotted the product, found the manufacturer and launched it while still working full time. I grew the DTC site to around £600K a year, did £20K in the first month on Amazon UK, took it into salons and beauty retailers, franchised it across Europe through distributors, and ran a sell-out month-long pop-up on Oxford Street. I also secured celebrity wearers, with TV and press to match.
- DTC Launch
- Amazon
- Salon & Retail
- Franchising
Global Sales & Marketing Manager
Beauty tech company
I led international sales and marketing for a beauty-tech business, including distributor partnerships across new territories.
- International Sales
- Distribution
- Beauty Tech
Marketing & Communications Manager
Public sector
This is where I learned how to make people care: campaigns, messaging and communications.
- Campaigns
- Messaging
How I work
01
Part of your team
I work inside the business alongside you and your people, in the same channels, meetings and goals, so growth feels shared rather than handed over.
02
A fresh pair of eyes
I look across the channels, the numbers and the range to find the opportunities, blind spots and margin leaks that are hard to see when you're in it every day.
03
Founder to founder
I've built and run consumer brands myself, so I understand the pace, the pressure and the decisions founders are juggling, and I'm there to make them lighter.
AI, applied to real commercial work
I build AI into the day-to-day running of the business: workflows that save the team hours, reporting that pulls every channel into one place, and KPI tracking that shows clearly what's working and what needs attention. The result is a clear set of priorities, faster decisions, and more time spent on the work that grows the brand.
Contact
Let's talk
I work with ecommerce founders and growth teams on a fractional and contract basis, especially where Amazon, retail or international growth is part of the plan. If that sounds like something that could help your brand, I'd love to hear what you're working on.