Built on real retail experience. Designed for growing brands.

What I do

I help product-based brands make better commercial decisions so they can grow sustainably and profitably.

That means:

• Structuring product ranges that actually sell

• Improving pricing and margin

• Identifying growth opportunities across categories

• Preparing brands for wholesale and retail

• Bringing clarity to what can often feel reactive or overwhelming

I combine big-brand retail thinking with a practical, hands-on approach tailored to smaller, growing businesses.

My background

I started my career in merchandising initially before moving across to buying as whilst I love spreadsheets I also love product. I built a strong foundation in product development and buying and merchandising at places like The Disney Store and Sainsbury's.

As a buyer at ASOS I managed large and complex categories with thousands of SKUs and a diverse mix of global brands. I was responsible for:

• Curating and building commercially balanced ranges

• Managing brand portfolios of up to 100+ brands a season.

• Scaling categories from £2m to £30m

• Improving margin and sell-through

• Identifying whitespace and launching new categories

• Securing exclusive products and partnerships

In my career I have worked across multiple product categories from fashion, accessories, home, beauty, lifestyle and childrenswear. This experience shaped how I think: commercially, strategically, and always with the customer in mind.

Why I do this

I’ve seen first-hand that growing a product-based business isn’t just about having a great idea.

It’s about making the right decisions on product, pricing, and positioning and at the right time.

And for many founders, that’s where things become unclear.

You don’t need more ideas. You need structure, direction, and honest commercial insight.

That’s where I come in.

I bring big-brand experience into smaller businesses helping founders cut through the noise, focus on what matters, and build brands that are not just creative, but commercially strong.

Who I work with

I work with product-based brands at different stages of growth, including:

• Founders developing and launching their first product

• Small brands ready to scale with more structure

• Established businesses looking to improve margin and performance

I’m particularly passionate about supporting female-led brands and helping more women build successful, profitable businesses. Click the button below to check out my services.

A more human approach to growth

I know how much goes into building a product-based business because I’ve worked behind the scenes of what it takes to make products succeed at scale.

My approach is honest, collaborative, and focused on what will actually move your business forward.

If you’re ready to grow with more clarity and confidence, I’d love to hear more about your brand.