I help leaders make the hard calls that shape the future of their business.

For twenty-five years I’ve sat in the rooms where direction is set, capital is bet, and consequences are lived. Strategy resets, equity stories, capital fights, business overhauls - each has left its lessons, and I carry them forward.

My work spans strategy, finance, transformation, and the commercial edge - where customer behaviour meets brand reality and where capital becomes a competitive weapon. I care less about theatre and more about what moves the dial: where to compete, how to win, and what it takes to deliver.

Strategy isn’t a document. It’s a discipline - forged in choices, tested in delivery, sustained through change.

Realism. Disciplined choices. Trusted teams. Consequences embraced.