I create new brands for businesses that don't yet have one, and strengthen existing ones from within the organisation.

Most recently I've done this from inside private equity-backed companies, where the numbers matter and delivering tangible impact is a given.

For four years I worked directly for Guy Hands at Terra Firma Capital Partners as senior brand and marketing lead across a multi-billion portfolio, including:

• McDonald's Nordics, where the customer strategy I led identified a clear path to growth and continued market leadership.
• untypical, where we built a customer-first housebuilder from two acquired businesses.

Before that, Mayfair Equity Partners engaged me to build the Snowfox Group brand from a blank page in 2021; two years later the business sold to Zensho Holdings for $621m, the largest consumer exit by a UK private equity firm in 2023.

At Pizza Express I led brand and customer strategy through COVID restructuring for Hony Capital, delivering a brand repositioning that achieved expectation-beating return on capital employed across 50 transformed sites.

Prior to this, I co-owned and co-led M&C Saatchi Clear as Chief Strategy Officer, growing it to a £20m international consultancy, and built Brand Desire, a proprietary framework on 60,000+ consumer interviews that found high-desire brands grew 2.5x faster than low-desire ones. Here, I worked with The Macallan, Western Union and Unilever, delivering high-impact brand transformations.

In June 2026, I completed the Kellogg School of Management AI Transformation programme. I am particularly interested in how leaders can deploy AI to amplify the potential of their people, not replace them, make businesses more successful, and leave the world better for it.

• Terra Firma Capital Partners Head of Brand & Marketing, Portfolio Businesses (2022-2025)
• Mayfair Equity Partners Strategic lead, Snowfox Group brand creation (2021), underpinning the $621m exit (2023)
• Pizza Express / Hony Capital Customer Strategy Director, chief marketing officer equivalent (2020-2021)
• M&C Saatchi Clear Chief Strategy Officer & Co-Owner (2008-2019)
• Kellogg School of Management AI Transformation programme, completed June 2026

$621m private equity exit. $910m divestiture. £20m business built and co-owned.