What I do

Create brand value for exit

Exit and investor narrative

I build the investor narrative into the brand, so the equity story isn't just a deck written for the data room; it's evident in the business the buyer meets. That process should start long before a sale. Buyers pay for certainty, and a brand that tells a clear, consistent story gives them more of it.

Evidence

Snowfox: investor narrative built into the brand from day one; Zensho's stated acquisition rationale matched the 2021 growth thesis.
Western Union Business Solutions (WUBS): the sector strategy repositioned the division for its $910m sale.
Alquity: positioning built to attract institutional capital.

Brand architecture and integration post merger or acquisition

I name companies and groups, structure multi-brand portfolios and integrate acquired businesses under one brand, so the group is worth more than its parts.

Evidence

Snowfox Group: named and built across four brands; $621m exit.
untypical: two housebuilders integrated under one new brand; Hopkins achieved Home Builders Federation 5-star status in 2025.

Build the brand

Brand strategy

Brand creation, naming, visual identity, activation and brand repositioning. I focus on driving preference among current and future customers.

Evidence

Alquity: "Life Changing Investments", still in use 12 years on; the business completed an acquisition in 2023 that took assets under management and administration past $640m.
The Macallan Rare Cask: a 300% lasting premium without an age statement.

Premiumisation and marketing effectiveness

I optimise marketing investment to ensure alignment with business strategy and materially improve return on investment. This includes brand and marketing activation across all channels, premiumisation strategy and setting the overall marketing roadmap, budgets and targets.

Evidence

The Macallan Rare Cask: a 300% premium, and double-digit net sales growth in the first full year post-relaunch.
Brand Desire: 60,000+ interviews, a 2.5x growth correlation, £1m+ new billings.

Find the growth

Customer insight and segmentation

I uncover fresh insight, put a number on the growth it points to, then build the strategy to capture it.

Evidence

McDonald's Nordics: created the customer segmentation and strategy that identified a clear path to growth and continued market leadership.
Western Union Business Solutions: developed the first unified global consumer-to-business segmentation, ahead of the $910m sale.
untypical: led the segmentation that became the foundational insight for product design, brand strategy and sales targeting.

AI-enabled marketing

I focus on capability, governance, tools and adoption, coaching marketing teams to use AI alongside their own judgement to work faster and better. The aim is to amplify what people can do, not replace them.

Credibility

Kellogg School of Management AI Transformation programme, completed June 2026.
The Brand Desire lineage: a framework built in 2011, later evolved into an AI engine analysing a billion-plus data points.

How I create value during the investment cycle

Deal stage	The question being asked	Where I come in
Pre-deal / due diligence	Is the brand an asset or a risk? Where is the untapped value?	Brand and competitor due diligence; Customer insight and segmentation
First 100 days	What did we actually buy, and what is the brand plan?	Brand strategy; Brand architecture and integration post merger or acquisition; Customer insight and segmentation
During ownership	Where does the next phase of growth come from?	Customer insight and segmentation; Premiumisation and marketing effectiveness; AI-enabled marketing
Pre-exit	Will the story survive diligence and command the multiple?	Exit and investor narrative; Brand strategy

Working on a sale, acquisition, merger or turnaround? The brand decisions you make now will show up in the value created later.

Let's talk.