Commercial Services Built for Ambitious Businesses

Many FMCG and food businesses operate without a coherent commercial strategy — reacting to customer demands, chasing short-term volume and losing sight of where they are actually trying to get to. I work with leadership teams to build a clear, grounded commercial strategy that aligns the whole business around a common commercial direction.

There are moments in every business when you need a senior commercial leader in the room — but a permanent hire is not the right answer. Whether you are navigating a leadership gap, managing a critical commercial challenge or driving a transformation, I can step in as your Interim Commercial Director and provide the leadership, direction and delivery capability your business needs — on short-term or long-term assignments.

Sometimes a business needs an experienced, independent commercial voice at board level — someone who can challenge, support and guide the leadership team with authority and objectivity. I provide Non-Executive Director support and strategic board advisory, bringing 30 years of senior commercial experience to bear on the challenges that matter most to your business.

Not every business needs — or can afford — a full-time Commercial Director. But every ambitious FMCG or food business needs senior commercial leadership. As your Fractional Commercial Director, I provide the strategic direction, commercial rigour and leadership presence of a full-time CD, on a flexible, part-time basis that fits your business and your budget.

I have extensive experience across every major commercial channel — major retail customers, B2B, online and eCommerce, convenience, discounters, wholesale and multi-channel commercial growth. I help businesses build stronger, more productive customer relationships and develop the commercial capability to sustain them across all channels.

Price Pack Architecture (PPA) is one of the most powerful levers available to FMCG and food businesses — but it is frequently underdeveloped or poorly aligned to channel and customer needs. I help businesses build a disciplined, commercially grounded PPA strategy that drives product positioning, pack strategy, pricing optimisation and commercial growth planning across all channels and markets.

Category management is one of the most powerful tools available to FMCG suppliers — but it is frequently misunderstood, poorly executed or simply not used at all. I help businesses develop genuine category management capability, build compelling category stories and use data-driven insight to win ranging, space and promotional support from retailers.

A great commercial strategy is only as good as the team that executes it. I work with businesses to assess, develop and strengthen their commercial teams — building the skills, confidence and commercial mindset that drives sustained performance. From individual coaching to team-wide capability programmes, I bring the experience of leading high-performing commercial teams across FMCG and other market sectors.

I work with individual commercial leaders — from ambitious account managers to senior commercial directors — providing one-to-one coaching and mentoring that draws on 30 years of real commercial experience. Whether you are navigating a specific challenge, preparing for a step up in your career or simply wanting to sharpen your commercial thinking, I provide the honest, experienced counsel that makes a real difference.

Sometimes a business needs more than incremental improvement — it needs a fundamental commercial transformation. Whether the commercial function has lost its way, customer relationships have deteriorated, the team is underperforming or the business has simply outgrown its commercial model, I have the experience to lead the transformation from the inside. I have done it before, in complex, high-pressure situations, and I deliver.

PE-backed businesses operate under a different kind of commercial pressure — tighter timelines, higher performance expectations and a constant focus on value creation. I understand this environment and have worked with PE-backed food and FMCG businesses at every stage of the investment cycle — from initial commercial due diligence support through to exit preparation. I provide the senior commercial leadership and strategic support that helps PE-backed businesses deliver on their investment thesis.

Revenue Growth Management (RGM) is the discipline of optimising pricing, promotion, pack architecture and channel mix to drive sustainable, profitable revenue growth. In an environment of persistent cost inflation and intense retailer pressure, RGM has never been more important for FMCG and food businesses. I help businesses build the RGM capability and commercial frameworks they need to grow revenue without sacrificing margin.

Whether you are a food manufacturer looking to enter new channels for the first time, an established FMCG brand wanting to expand into new markets, or a business seeking to develop new customer relationships, I provide the strategic guidance and practical support to make it happen. I have opened new accounts, entered new channels and built new commercial relationships throughout my career — and I know what it takes to do it successfully.

Expanding commercially into European markets requires a different approach — different retail structures, different shopper behaviours, different negotiation cultures and different commercial dynamics. My pan-European commercial leadership experience gives me a genuine understanding of how to build commercial success across multiple European markets. I help UK food and FMCG businesses develop credible European commercial strategies and build the customer relationships that drive international growth.