Method and Signal
My Consulting Principles
Business language first
Every business is unique, & digital only delivers when the wider organisation understands and believes in it. Too often, digital and ecommerce teams talk in metrics and tactics that mean little wider teams.
My approach is to translate digital strategy into business outcomes from day one. The digital work only worked because the business understood why it mattered.
Frameworks that outlast the project
I want to leave every business I work with in a better place than I found it. That means the value of my work shouldn't disappear when it ends — it should be embedded in how your teams think
and work long after I've moved on.
Partnership over execution
I'm a strong believer that markets are conversations. That means my consultancy approach isn't built on arriving with a pre-formed answer — it's built on working closely with your teams, your external agencies, and most importantly your customers to properly understand the challenge before framing the solution.
Evidence before opinion
I don't make assumptions, and I don't arrive with a fixed point of view. Before recommending anything, I want to understand what the data is actually saying — and where the data has gaps, I'd rather build the infrastructure to fill them than guess. Data builds the case. Collaboration and context determine what you do with it.
Treat others how you want to be treated
Empathy, respect, and kindness are central to how I operate — with you, your team, and your partners. Consulting can sometimes feel transactional, but the work I'm most proud of has always come from relationships built on genuine trust and mutual respect.
What I focus on – My Services
1. Digital Shelf & Retail Partnership Strategy
Most brands lose online before the shopper even makes a choice. I build the frameworks that get your products found, prioritised, and bought at the moments that matter — from search placement and availability through to retailer partnership ways of working.
Results: Delivered across Karo and Perrigo: >87% SKU optimisation across multiple markets, +51% Amazon sales growth, +30% branded search growth, and a retail media strategy that shifted EMEA investment from 2% to >10% of total spend.
2. Retail Media That Drives Real Returns
Retail media only works when it's tied to the full consumer journey — not just impressions. I build investment frameworks that connect upper-funnel media to downstream commerce outcomes, with clear attribution and repeatable results.
Results: 135% sales uplift across EMEA key markets. Measured, attributed, and built to scale.
3. Cross-Channel Operating Models & Path to Purchase
Brands that plan channels in isolation wonder why the numbers don't add up. I design monthly cross-functional operating rhythms that connect media, search, brand website, Amazon, and retail partners back to one shared commercial goal.
Results: The result: decisions made collectively, budgets actively reallocated, and performance judged at total business level — not by channel. This approach has delivered +30% branded search growth, +51% Amazon sales uplift, +21.5pp organic share increase, and £1.85m in incremental revenue.
4. Organisational Buy-In & Digital Transformation
Digital strategies don't fail because they're wrong. They fail because the organisation isn't aligned behind them.
Results: I turn digital from a specialist silo into a shared commercial language — aligning leadership, marketing, ecommerce, and agency partners around common frameworks and measurable outcomes. At Perrigo this meant securing board-level backing from scratch and building a function that delivered >100% revenue growth. At the Met Office it meant training 200+ people and reducing agency reliance by 70% while improving performance.
5. Amazon & Marketplace Growth
Sustainable marketplace performance requires more than optimised listings. I build end-to-end Amazon strategies — AMS, DSP, organic search, content, and retail readiness — that grow revenue without over-dependence on paid spend.
Results: Bio Oil: #1 skincare product on Amazon UK. NiQuitin: 300% NRT category revenue growth. Built to replicate across brands.
6. Capability Building & Team Development
The best engagement leaves your business stronger than it found it. I build internal digital capability through playbooks, training frameworks, and hands-on team development — so the results keep coming long after I've moved on.
Results: At the Met Office I built a Digital Academy from scratch, training 200+ staff across a 2,000-person organisation. At Karo, the unified playbook I created was adopted globally during the Lamisilacquisition. Read the Met Office case study →
7. Digital Strategy & Planning
Good strategy looks different depending on where you are. A start-up needs pace and prioritisation. A government body needs public accountability and cultural change. A
global FMCG brand needs frameworks that scale across markets and functions.
Results: Having built Kitbag into Europe's leading online sports retailer, led digital transformation at the Met Office, and built EMEA ecommerce functions at Perrigo and Karo — the through-line is always the same: start with the customer, build strategy before tactics, and make sure the whole organisation understands why it matters.