Clients

Legacy brands. Lasting impact.

For more than three decades, I’ve helped organisations articulate who they are, position for growth, and build confidence in their marketing. Each of these stories demonstrates how clear insights, behavioural science and emotional engagement translated into commercial results.

Proven leadership. Tangible outcomes.
Trusted by CEOs to deliver brand codes that last.

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Greggs plc
Domino’s Pizza UK
MSI (formerly Marie Stopes)
Leasing.com
Beelivery.com
Polyco Healthline
Confederation for Passenger Transport
Fremantle (OSJCT) care homes
Harley Street Fertility Clinic
Stagecoach Buses
Pizza Hut Delivery
Bailey Instruments (Marsden Group)
Glensanda – Aggregate Industries
O’Neills Bars – M & B
Care IVF
Boots Opticians
Nicotinell

Greggs plc

Repositioning a British icon

The Challenge

Greggs (the bakers) risked losing relevance in a market shifting toward coffee-led, food-on-the-go moments.

My Achievements

Led a brand repositioning to redefine Greggs as the UK’s #1 food-on-the-go brand, rolling-out new store formats for self selection, rationalised product ranges fit-to-format, and the introduction of day part trading. Engaged 1800 staff across UK in evolution with employer brand campaign.

Responsible for £60m marketing budget, insight, marketing and category teams. Transitioned a research and NPD -heavy way of working to consumer-centric strategic planning.

Introduced Gregg’s first digital programme in a critical UK Olympics year

The Outcome

The start of a new era for Greggs

Double-digit growth: +12 % footfall, +18 % transaction value, and the foundation for a 450 % share-price rise.

Successful launch of 220 new stores and 2 new trading periods (Breakfast & afternoon snacking).

Domino’s Pizza UK

From franchise model to digital powerhouse

The Challenge

The franchise estate expansion scaled beyond local marketing and direct marketing programmes. Brand awareness and a franchise marketing programme was required.

My Achievements

Refocused marketing on a brand approach to drive customer acquisition and accelerated the effectiveness of local market promotional plans.

Launched internet ordering to the nation.

Successful negotiation of extended Sky Simpsons sponsorship to ensure ‘always on’ brand awareness and customer acquisition.

Integrated geo- demographic data segmentation and CRM strategy to drive sales retention, NPD and personalise marketing.

Spearheaded a brand partnership programme for incremental revenue stream and product bundling.

The Outcome

+27 % growth in online orders and a sustainable uplift in franchise profitability.

Step change in franchise confidence to adopt multiple franchise and grow their personal estate.

Identified optimum store capacity and revenue targets.

MSI (formerly Marie Stopes)

Crisis Charity ‘known before needed’

The Challenge

MSI Reproductive Choices is one of the UK’s leading providers of reproductive healthcare. Yet like many charities operating in sensitive categories, it was predominantly known at the point of crisis — not before.

Brand awareness was fragmented. Public understanding was inconsistent. Stigma remained high. And despite delivering critical services, MSI was not consistently positioned as a proactive, trusted charity voice within public discourse.

The organisation faced a complex stakeholder landscape — NHS partners, government, global networks, donors, clinicians and communities — all with different triggers, motivations and sensitivities.

The brief: strengthen brand authority, normalise reproductive healthcare, and build a platform for long-term awareness and income resilience.

My Achievements

Rather than defaulting to campaign messaging, I developed a behavioural change strategy grounded in the Theory of Planned Behaviour.

Research highlighted:

81% believe abortion carries stigma
55% believe the NHS is the first port of call
Only 46% demonstrated prompted awareness of MSI

The opportunity was clear: shift MSI from a reactive service to a trusted organisation that should be “Known Before Needed.”

The strategy focused on:

Normalising conversation
Simplifying fragmented message hierarchy
Leveraging ambassadors and partnerships
Balancing education, awareness and conversion
Creating cumulative brand resonance rather than episodic noise

Responsible for:

Consolidated brand architecture and clarified narrative positioning
Developed the “Known Before Needed” platform
Designed a national campaign framework spanning PR, digital, partnerships and ESG alignment
Created a 100-day CMO roadmap and rolling delivery plan
Mentored senior leadership and marketing team to embed behavioural principles into execution
Established clear performance pillars across awareness, engagement and retention

This was not a campaign reset — it was a strategic reframing of how MSI shows up in culture.

The Outcome

The strategy is now in execution phase across awareness and engagement channels, providing:

A unified brand voice
Greater clarity in message hierarchy
Stronger emotional resonance
A scalable platform for partnerships and donor engagement
Foundations for long-term brand equity growth

Most importantly, MSI is now positioned to be part of the conversation before the point of need — strengthening both public trust and future income resilience.

Leasing.com

Pivoting a business model mid-pandemic

The Challenge

A B2B subscription model in the face of COVID and pressurised supply chain margins.

My Achievements

Repositioned the business as a direct to consumer-led marketplace site, implementing online discovery journeys, new CRO and PPC strategies for efficient customer acquisition and OEM brokering.

Redirected investment into brand awareness, including a partnership programme, for reach to drive category education and minimise user choice.

Deep dive on customer segments and category drivers to underpin scaling of conversion and performance marketing strategy.

The Outcome

An end to end value proposition, reducing reliance on broker income and increasing income streams by 30 fold through the genesis of OEM contracts.

Delivered +15 % customer acquisition, +30 % ROAS, a 1:10 Life-time value model, and sustained revenue growth despite market disruption.

Beelivery.com

Turning a start-up into a funded challenger

The Challenge

Build investor confidence and define a defendable proposition in the crowded on-demand grocery delivery space.

My Achievements

Crafted a challenger brand story that attracted £5 M in UKTV equity partnership. Supported by deep dive data analysis to identify ‘champion’ audience delivering greatest ROI.

Fine-tuned scaling performance marketing and CRM activation to optimise habitual brand usage as a foundation for a subscription model.

Identified 8 mth RFM model and driver incentive programme to target the most profitable and unique convenience ‘suburban’ household family audience.

The Outcome

8 : 1 ROAS in eight months and significant valuation uplift ahead of Series B funding round. Clear lifetime value to acquisition model for stakeholder measurement….the result a further £10m PE investment and a second round from UKTV Equity.

Despite the pandemic-fuelled surge in on demand deelivery brands and £multimil investments, Beelivery remains the only ‘pure-play’ on-demand grocery brand that continues.

Polyco Healthline

Building brand value post merger

The Challenge

Two merged entities lacked a unified positioning and growth story.

Polyco: a premium Industrial PPE distributer

HCL: a commodity disposable NHS PPE distributer and manufacturer

My Achievements

Developed a defendable brand positioning to own the safty and protection PPE category. Launched alongside an employer brand programme to unite a brand-led and sales-led culture , culminating in a consumer-centric culture.

Identified range rationalisation efficiencies and new product development opportunities at scale.

Led new sector penetration on B2B and D2C frameworks, through a combination of tailored campaigns, category strategy and pioneering JV partnerships.

Developed ‘go to market’ launch for revolutionary cotton buds paper-based product with PR TV support and Marine Conservation and Waitrose partnership.

The Outcome

Successful merger with strong brand and conversion tactics in place.

10 % like-for-like growth across Group and £1 M in incremental sales.

15 new retail clients for retail cotton in 6mths from grocery to fashion..

Confederation for Passenger Transport

Reinvigorating the Nation’s love of buses

The Challenge

Pre & post COVID collaboration of all private and public Bus networks and the Government to reinvogorate bus usage across the UK.

Appointed as Project Lead and Stakeholder chair to diagnose the barriers, combat pandemic fears, build a strategy and campaign that engaged DFT, investors and users alike.

My Achievements

Pre-Covid, led a behavioural change research study across regions and generations to unlock the triggers and potential to ‘onboarding’ in place of car.

Led agency tenders and appointment for £40m national campaign. Presented Strategy and campaign for a broad stakeholder base across the UK and developed an integrated local toolkit for regional implementation.

Secured £30 M government-funding to re-frame public perception and drive modal shift.

The Outcome

Significant awareness in bus campaign, stakeholder alignment, and measurable uplift in ridership intent across all networks.

Fremantle (OSJCT) care homes

Merging two charities with brand pride

The Challenge

OSJCT were merging Fremantle care homes into their estate for operational efficiency and regional expansion. The retention of valued staff and Local Authority partners and were critical in all communications, to continue the well matched company values.

An experienced and empathetic marketing mentor and strategic guidance was required to maximise bed occupancy across the Fremantle estate during the 6mth consultation process.

My Achievements

Strategic lead on merger communications through relationship management.

Earnt Sales & marketing leadership respect across direct team and care home estate

Identified £50,000 budget leak across performance marketing programme and implemented cost and performance efficiencies across all digital platforms.

Launch campaign for reopening of luxury Fremantle care home, previously under ‘special CQC measures’.

Implemented new welcome nurture communications strategy across the business.

The Outcome

Improved staff morale and zero attrition

Smooth transition rebrand plan from Fremantle estate to OSJCT.

85% occupancy achieved pre-opening of new care home

Harley Street Fertility Clinic

Humanising science through brand storytelling

The Challenge

A highly clinical brand focused solely on clinical outcomes led to medical excellence but lacked the warmth and empathy to rebuild patient trust and empathy throughout entire journey.

My Achievements

A deep dive into customer data revealed a clear differential for HSFC as the THE IVF clinic for complex patient cases.

In a competitive market, I identified the ideal customer profile and re-articulated the brand positioning profitable complex cases eg recurrent miscarriage and immunity defficiency.

Refocused the patient journey and relaunched a content-driven website to aid conversion and brand choice.

Mentored the sales and patient coordinator process and transcripts into a patient-led advice and support to drive paid consults.

Redirected the budget into 60% brand-led activity and 40% performance engine.

The Outcome

Retained No 1 medical success rate for category, whilst attracting profitable and well targeted clientele motivated by treatment, births and innovation ( vs cost and pregnancy perce).

20% increase in enquiries, driven by brand

(+40 % organic traffic)

+30 % appointment conversions

– 15 % in appt cancellations.

Stagecoach Buses

Campaign success in a competitive market

The Challenge

As the largest regional brand bus network, Stagecoach had two markets to attract:

1. Youth, GenZ, who found the ‘route process’ scary and intimidating

2. Corporate market with staff shortages yet high employee demand on remote sites where car ownership was costly.

On the plus side, GenZ driving licences were decreasing.

On the negative, trams, cycle lanes, and home working were on the rise.

My Achievements

Conducted quantitative research across youth to uncover insights on GenZ.

Led to development and launch of a national Stagecoach route tracker App and online ticketing in 12 mths.Supported by a Youth Season Ticket integrated Campaign.

Post COVID 2020, public transport usage was under Govt subsidy and corporate demand was high. Led a B2B strategy targeted remoted site business eg logistics, Amazon, Motorway Business Parks etc, with an Account-based marketing campaign supported by outsourced Call Centre.

The Outcome

Youth Campaign: 2million app downloads in 3 mths and smashed sales targets for Student Season Bus Cards.

Youth engagement and conversion across usage and social gained 60% uplift

B2B campaign: £500k incremental corporate sales through new B2B channel post launch with projected monthly LFL growth of +5% . Bespoke and on-demand services introduced in concentrated employment regions.

Pizza Hut Delivery

Reframing a casual restaurant brand experience with new home delivery demands

The Challenge

The brand lacked a distinctive ‘Delivery’ promise in an increasingly competitive market carrying a casual dining restaurant legacy.

My Achievements

Led the establishment of a delivery division.

Created the “30-Minute Guarantee” and launched the Heatwave delivery system, pioneering category standards.

The Outcome

National impact on share of mind which accelerated local marketing efforts three fold.

Improved customer perception of product quality and brand therein brand loyalty.

Reframed 30 minute promise with Store Managers as a profit driver and life value generator.

Bailey Instruments (Marsden Group)

Creating clarity and ROI ahead of PE exit

The Challenge

Purchased by Marsden Group private equity owners, Bailey Instruments had a strong NHS order book yet no private D2C awareness.

Following operational efficiencies and stock management system implementation, a brand growth strategy was required.

Increasing NHS outsourcing in non complex / surgical treatments, the private podiatry sector has led to phenomenal sales potential through new sales channels and direct to private clinics.

My Achievements

Defined brand positioning with ambition to take ownership of private Foothealth clinic market. Integrated and launched new e-commerce site underpinned by CRM platform to drive lead generation on/ offline and nurture customers for optimal education and life-time value.

Established very efficient performance marketing engine to optimise conversion at minimum Cost of acquisition.

Directed content pillars across all digital channels to facilitate range discovery, expertise and AI-visibility. User and Ambassador Content established brand authority quickly.

Established a promotional plan for cross selling and basket optimisation.

With 6 months data RFM analysis we identified a clear opportunity amongst foot healthcare practitioners and colleges for high volume ‘single-use’ product. Marketing programme was developed to target thes echampions for life time value and foundation for subscription model.

The Outcome

Performance engine optimisation:

£1.5m D2C sales in 12 mths

PPC ROAS improved 1.5 → 3.9

SEO visbility 2.9 → 6.8

GEO and AI ready

and a scalable marketing framework ready for investor due diligence

Glensanda- Aggregate Industries

Brand generation in a commmodity industry

The Challenge

Glensanda Quarry, Scotland is the strongest aggregate in the World and yet the industry still traded aggregate by weight and size.

Glensanda demanded a premium price in the category and a brand story to justify it

My Achievements

Led the brand positioning for Glensanda. A no brainer as the strongest rock underpinning The Shard, Euro Tunnel, North Sea defence, Gdanks stadium, Amstadam pavements to name a few.

Steeped in history and on a unique geological line, the Glensanda story needed to be enlighten disengaged construction procurement audience.

My strategy gained the Boards approval and a £100k budget in a zero brand marketing corporation. One of the earliest drone videos produced, a tartan bound brand book on Glensanda and sampling was launched alongside a targeted DM campaign.

The Outcome

Pioneered the first brand launch in a commodity category and shifted the paradigms of procurement models.

Glensanda achieved 200% price premium and a 3Tier product range was launched for different grades. Demand was huge and distributers were delighted. Classsic consumer category management application in a generic B2B world.

O’Neills Bars- M & B

UK’s first branded pub chain paved the way for hospitality marketing

The Challenge

Hospitality was regionally and brewery driven in the 1990’s. Off the back of Eurovision, Riverdance and Guinness TV success, Bass Taverns ( as it was once known) wanted to launch a new Irish Pub concept.

With a resource full of operators, brand strategy skills were a rareity. Lured from a top 10 London agency I took the challenge to drive the brand success and roll-out across the estate.

My Achievements

Developed a unique Irish concept rooted in the parties and customer service as only the Irish know !

The secret to the positioning was the Irish craic and retaining customers and building atmosphere from 9 till 2am.

Launched 200 pub rollout across UK with increasing late licences and dance floors. Worked closely with Diageo to ensure we gained brewery investment to drive LFL sales and not a brand shifting promotional programme.

Built a loyal student / young worker custom, underpinned by a value lunch trade with city workers post smoking ban.

Brand Essence mentored operator marketers for new concepts “It’s a Scream”, “Edwards”, “Bar Coast” and “All-Bar-One” to ensure a consumer centric approach and differentiated brand positionings.

The Outcome

Mitchell & Butler remains the Master of branded pub chains.

O’Neills is the only brand alongside All Bar One to still be trading strongly today as an authentic brand.

Double digit sales growth year on year from launch and decade that followed.

Care IVF

Redefining the patient experience

The Challenge

Communications were overly medical, inefficient and failed to convey hope, care and trust.

Recent VC investment demanded expansion, ROI and strategic rigour.

My Achievements

As a growing business yet small audience, Care needed an efficient performance engine against customers with high intent.

Established a scaleable ‘test & learn’ Paid digital strategy to optimise conversion against key search terms.

Maintained brand awareness and thought leadership through strong PR presence and treatment innovation.

Redirected a clinical-led culture towards a first class patient journey, with the introduction of CRM nurturing and Care Coordinators for end to end support.

Prepared brand plan and distinctive category leading campaign to drive customer acquisition for new regional clinic expansion.

The Outcome

250 % improvement in CPA and ROAS efficiency

Record client acquisition numbers

Major direct traffic growth.

Boots Opticians

Ensuring customer loyalty in a major brand merger

The Challenge

As the once Communications Planner when Boots Opticians first launched in the late 1980’s to become the category brand leader, I was invited to return to the helm to manage the merger with Dolland & Aitchison

My Achievements

Project lead for the transition of Dolland & Aitchison customers to Boots Opticians.

A phased programme that phased branding and communications to allow brand authority to develop in patient’s minds and demonstrate empathy to the deep relationship between patient and Ophthalmic Optician.

Directed the launch of complete priced spectacle pricing model to align with Specsavers and to remove the reliance on BOGOF promotions as a retail traffic driver.

The Outcome

100% brand transition to Boots Opticians in 18mths

20% customer attrition from D&A

Improved margins within D&A as we exited the long term Nectar card partnership with D&A

Succesful launch and retail rollout of complete priced spectacle model across retail estate.

CRM planning for a doubled customer base with 10% increase in conversion from eye test to glasses purchase.

Nicotinell

Award winning brand campaign

The Challenge

Advertising Strategist for the launch of Nicotinell as smoking cessation patch products gained Prescription licences.

Amongst heavy competition and brand confusion, a distinctive brand launch campaign to establish category leadership in consumer and pharmacy minds.

My Achievements

Directed the creative brief that deliver an integrated TV and poster campaign. The genius behind a proposition “It needn’t be hell with Nicotinell” which was adopted for the strapline.

Secured 65% brand share from launch and established pharmcy trust through efficacious educational packs for retail support.

Conducted a series of pan European research groups to develop the range with gum and led the creative across 6 European countries where smoking habits were more ingrained with social culture.