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MY JOURNEY

My passion for marketing started in the fitness industry.

Selling memberships taught me that effective marketing isn't about pushing products—it's about understanding people and shifting perceptions. That foundation still shapes how I approach marketing today.

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Got my MSc in Marketing from Exeter, then jumped into transforming an e-commerce business. Since then, I've built digital brands, scaled B2B and B2C businesses, and figured out what works across different industries. Now I split my time between leading marketing at established companies and working on ventures that excite me.

 

Every step has taught me something valuable about building marketing that works in the real world.

RIGHT NOW

Head of Brands and Marketing at Cottonmount and Xpert Workwear, building the most loved workwear brand on earth.

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Founder of PulseFit Marketing, helping ambitious fitness brands grow through proper strategy and execution.

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Writing about what I learn along the way, sharing newsletters that might help others build better marketing.

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MY THOUGHTS

Writing

Strategic insights and analysis on brand building and marketing transformation. Deep dives into what works for B2B and D2C businesses.

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the simplicity strategist™

Join 3,000+ strategic leaders reading The Simplicity Strategist – your no-BS guide to cutting brand complexity → success.

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X/Twitter

Daily insights on marketing strategy, brand building, and business growth. Follow along for real-time thoughts and discussions.

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Medium

Personal marketing insights and stories from the trenches. Where I share experiences, tactical discoveries, and thoughts on industry trends.

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ABOUT

I'm a brand building professional that likes to connect the dots between ideas and reality with marketing strategy.

IMPACT SUMMARY

Built and scaled multiple D2C brands from zero

Transformed traditional B2B businesses into digital-first brands

Driven multi-million pound growth for established companies

Built success for brands across multiple industries worldwide

MY PHILOSOPHY 

The Simplicity Strategist™ 

Building Million-Pound Brands Without the B.S.

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I've learned early that success leaves clues, but those clues were often buried under layers of unnecessary complexity. While others chased shiny tactics and overnight growth hacks, I've developed an almost obsessive focus on simplification - stripping away the noise to find what actually moves the needle.


As Head of Brands & Marketing at Cottonmount and founder of PulseFit Marketing, I've turned this philosophy into millions in revenue for brands across different sectors. My approach is deceptively straightforward: be more curious, test before you invest, and never try to manufacture demand that isn't there.


But it's my R.E.D. framework - Relevant, Easy, Distinctive - that perhaps best captures my ethos. "If you can't explain it to a child, you need to rethink it entirely," I often say. This relentless pursuit of clarity has become my calling card in an industry that often mistakes complexity for sophistication.
 

What sets me apart isn't just what I think I know - it's what my willingness to unlearn. Every assumption gets tested. Every strategy gets questioned. And while others chase reach, I'm building affinity, believing that sustainable growth comes from genuine connection, not just scale.


Through my writing and strategic work, I will continue to challenge conventional wisdom about what marketing should be. My message remains consistent: the future of brand building isn't about adding more layers - it's about finding the courage to strip them away.

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