Work
Decisions. Moves. Outcomes.
A selection of businesses, situations and opportunities where experience translated into action.
International Director · fashion retail
New Look
Challenge
Take a predominantly UK retailer international.
Move
Develop different entry models for different markets rather than imposing one formula globally.
Outcome
- Expansion into more than 40 countries.
Lesson
International expansion isn't about finding countries. It's about finding the right operating model.
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Co-founder · colour cosmetics
3INA
Challenge
Build differentiation in one of the world's most competitive consumer categories.
Move
Product, positioning, pricing, distribution, capital and international expansion.
Outcome
- Approximately €30m raised.
- 13 countries.
- Approximately 700 points of sale.
Lesson
A brand becomes valuable when proposition and operating model reinforce each other.
Hello Sunday
Consumer opportunity · everyday SPF
Hello Sunday
Challenge
Everyday sun protection was treated as a holiday purchase rather than a daily behaviour.
Move
Build formats around how people actually live rather than around sunscreen convention.
Outcome
- A category positioned against daily routine rather than seasonal need.
Lesson
Categories are usually defined by habit, not by physics. Habit can be redesigned.
Reset
Venture
Reset
Challenge
Detail to be confirmed with source material.
Move
Detail to be confirmed with source material.
Outcome
- Detail to be confirmed with source material.
Lesson
Detail to be confirmed with source material.
Founder · convening international retail
Original photography required
Global Retail Forum event photography
Global Retail Forum
Challenge
British and European retailers wanted international growth without the relationships to pursue it.
Move
Convene the operators, partners and investors who should already have known each other.
Outcome
- Retailers connected to knowledge, relationships and market opportunity.
Lesson
Access is a capability. Most companies underinvest in it.
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