The Work
Six engagements, six commercial outcomes: a $621m private equity exit, a $910m divestiture, a customer strategy for continued market leadership, a 300% lasting price premium, a disruptive new housebuilder brand, and a positioning still working 12 years on.
Snowfox Group: a brand built for a $621m exit.
By early 2021, Mayfair Equity Partners had assembled the largest Japanese food platform outside Japan: four brands, around 3,000 sites, but there was no name, no shared identity, no unifying story. With a sale or stock market listing planned, Mayfair commissioned me to create the corporate brand from scratch.
Read the case studyMcDonald's Nordics (Food Folk): the customer strategy behind continued market leadership.
Food Folk was already the market leader across the four Nordic markets, but needed to gain a deeper understanding of who the most valuable customers were and what they wanted, to unlock the next wave of growth. The shareholder asked me to build that understanding.
Read the case studyuntypical: two housebuilders, one disruptive new brand.
Uniting two regional housebuilders into one disruptive company, in a sector with a trust deficit: 33% of consumers reported a low level of trust in housebuilders (Chartered Institute of Building, 2023). I led the work that identified the customer-first opportunity, built the strategy, and created the untypical brand for Terra Firma.
Read the case studyThe Macallan Rare Cask: rarity without an age statement.
A decade of surging demand, particularly from China, had put pressure on aged whisky stocks. Rare Cask, The Macallan's super-premium answer, needed a way to justify its price without an age statement. My research found the truth underneath.
Read the case studyAlquity: positioning still working 12 years on.
Alquity had a genuinely disruptive model, with 10% of its fee revenue committed to grassroots impact projects, but needed to ensure it built a brand that institutional investors would take seriously.
Read the case studyWestern Union Business Solutions: the segmentation behind a $910m sale.
Western Union Business Solutions had global scale, but needed to win more high-value business from specialist competitors. I led the first unified global segmentation across the entire customer spectrum, from individual consumers through to large corporate enterprises.
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