My aim to inspire people to achieve more than they imagined possible. For brands and businesses this involves providing vision and simple steps to change. My approach to this involves merging brand strategy, innovation and culture change. I do this as a consultant and have set up a several businesss. Marketing was the place I started, back in 2003.
My philosophy is to see how each project can make the world a better place. I’ve been passionate about sustainability since my undergraduate studies. I embrace diversity, equity and inclusion – it’s better for businesses and society as a whole.
I’ve had the benefit of leading educational experiences from Oxford, Cambridge and the commercial world but appreciate their limitations. I believe in the need for constant change, here are a few areas I work on:
Inspiring inclusive innovation: Can you really be innovative without being inclusive? I co-founded Reluctantly Brave, a pioneering consultancy with inclusion at the core along with Dawood Gustave and my brother Jonathan. At Reluctantly Brave, diverse teams bring fresh approaches and solutions to a variety of leadership, brand and culture challenges (reimagining business models, communications, D&I and recruitment, developing new products, engaging millennials/Gen-Z, and retention). I worked with Global C-Suite / senior leaders (DLA Piper, Sainsbury’s, SSE, Walgreens Boots Alliance) through to numerous CEOs of start-ups, including the award-winning YoungPlanet. I’ve now applied these principles to develop [Re]Start: It’s Never Too Late.
Generating advantage with Gen-Z + Millennials: Young people have immense potential if they’re given the chance to develop and express themselves. One of my roles at Reluctantly Brave was leading the award winning (Young) Braves program. I trained strategists 16-24yrs old to work with senior leaders and teams (at clients such as Nando’s, Starbucks and Thomson Reuters) to help on solve a variety of leadership, culture and brand challenges. Previously, I was one of P&G’s top trainers in Western Europe and also mentored young people on career and self-development outside of work.
Super-charging start-up skills: I’ve advised numerous CEO’s of start-ups on business models, branding and user engagement. I’m a founding Director of tech incubator Added Ventures. I’ve also advised at the Oxford Foundry (Oxford University’s acclerator) and several successful start-ups. Plus numerous senior leaders at companies such as Kellogg’s, Thomson Reuters and Walgreen Boots Alliance on how to ‘be more start-up’.
Defining the future of brands: I’ve shaped the future direction for world-leading brands such as BP, HSBC, Lacoste and LDC – from strategy to design execution. I was an award winning commercial and design marketeer at P&G (responsible for $250m+ businesses). I’ve held senior strategy roles at industry leading consultancies such as BBH Zag (BBH’s venturing unit), The Clearing and Superunion. I’ve advised brands as diverse as the BBC, SSE and Unilever on design and innovation challenges. I’m an expert on sustainability, building on my degree in Geography.
Digital brand building: I became one of P&G’s top digital experts, consulting across the entire Western European portfolio (winning multiple global awards) and leading digital for the Prestige Division ($2bn revenue, >30 brands including Dolce & Gabbana, Gucci, Hugo Boss and Lacoste). As a consultant, I’ve worked with the BBC, P&G and WPP on digital capability / innovation and also numerous tech start-ups.
Collecting awards: P&G Alumni 2019: ‘Visionaries under 40’ // Royal Society of the Arts 2018: Fellow // National Diversity Awards 2017: Best Community Organisation for Age, Reluctantly Brave’s (Young) Braves // P&G Prestige Products 2010: Presidents Award // P&G Digital 2010: Top rated Digital Team // P&G Vice-Chair 2010: Best Digital Business & Organisation // Webby 2011: Best beauty & cosmetics site, Boss Night // Cannes 2009: Lacoste Love of Pink (Best Film shortlist) // P&G Western Europe 2007: Platinum Training Award // FIFI award 2004: Lacoste touch of Pink.
Reading: University of Oxford (MA Geography), University of Cambridge (Dipl Management).
Aiming for balance: I enjoy running, swimming, biking, practicing yoga and hiking. I love high mountain / glacier skiing (when I get the chance!). I have fun cooking, drawing, painting, wandering and travelling. Cityscapes and modernist architecture fascinate me. I follow politics and socio-economic development, with particular interest in climate change and sustainability. I love mentoring, coaching and teaching – helping young (and older!) people achieve more than they imagined possible.