About.

I'm a commercial and product leader with 13+ years of experience across retail, merchandising, planning and consumer brands.

I've worked across multiple fashion and beauty businesses, from global market leaders to scale-ups and high-end luxury brands - working across product, trading, forecasting, inventory, pricing, profitability and wholesale.

I've seen first-hand what happens when a growing business gets more complicated faster than its commercial structure can keep up.

More SKUs.
More channels.
More stock.
More data.
More decisions.

My role is to make sense of all of it.

I combine commercial strategy with the detail underneath it - understanding the numbers, getting into the product and stock, challenging assumptions and turning analysis into decisions.

I'm particularly interested in the questions that sit between teams:

What should we invest in?
What should we stop?
Which products and channels are actually creating value?
How much stock do we really need?
And what needs to change to deliver the plan?

I don't believe growing brands need more complicated spreadsheets or generic strategy decks.

They need a clear view of the business, the right commercial structure and someone who can turn the detail into action.

That's what The Commercial Mix is built around.