The commercial fundamentals underneath the marketing. Margin. Retention. Hero product clarity. The thinking that makes every channel work harder — before you decide which ones to turn on.
The Approach
After 12 years building consumer brands — two scaled to multi-million revenue, all bootstrapped — I’ve learned that channels are just tools. If the margin is wrong, the hero product isn’t clear, or customers aren’t coming back, no amount of Meta spend will fix it. You’ll just burn budget faster.
I work as a Commercial Growth Partner alongside founders, commercial directors and marketing teams who are serious about building something that compounds. Not a coach. Not an agency. A strategic partner who thinks like an owner and tells you the truth.
Full commercial audit in month one — margin, hero product, repeat purchase rate, unit economics
Weekly or fortnightly strategy sessions working through the real problems together
Ongoing strategic direction so every decision is tied to commercial outcomes
Honest input on channels, agencies, offers and what to stop doing
You’re scaling but the unit economics don’t stack up. Channels feel expensive and retention is flat. You need someone to diagnose the real problem — not sell you more execution.
You have the team but not the commercial growth strategy to back it up. You need independent thinking at the table, not another agency relationship to manage.
You’re running the channels but missing the commercial context. You want a senior thinking partner who can elevate the strategy — not just critique execution.
The Advisory
I don’t do sliding-scale packages or padded agency proposals. The work is always the same: senior commercial thinking, applied to your brand, consistently. The engagement level adjusts based on what you need right now.
Sounding Board
€1,500 / month
Growth Partner
€3,500 / month
Embedded
€5,500 / month
Implementation add-on available. Channel management, Klaviyo, Meta Ads, Google Ads — execution handled directly or managed alongside your team. Quoted separately based on scope.
Waitlist Application
I take on a small number of advisory clients so the work is always high quality and I’m genuinely across your business. If you’re serious about commercial growth, tell me about your brand and where you are right now.
About
I built my first consumer brand from zero at 28. Made every mistake — over-invested in paid acquisition before the margin could support it, hired ahead of revenue, confused activity with strategy. The second brand, I got it right. The third, I knew what I was doing.
Now I work alongside brands who don’t want to learn those lessons the expensive way. I bring commercial thinking that most growing brands don’t have access to at the level they need it — because it’s usually locked inside a corporate head office, or dressed up as consultancy at five times the cost.
I’m based in Ireland. I work with brands in Ireland, the UK and Australia. I don’t work with everyone. I work well with people who are honest about where they are, willing to be challenged, and serious about building something that lasts.
Insights
Growth Strategy
When full-time is too soon and an agency isn’t enough — what senior commercial leadership actually looks like for mid-stage retailers.
Email & Retention
Flow structure, segmentation, benchmarks and the list-growth tactics that actually compound. What 35–50% open rates really take.
Unit Economics
CAC measurement, Meta creative leverage, CRO fundamentals and the retention economics most brands ignore until it’s too expensive to fix.
Paid Media
When to use Meta vs Google, what metrics actually matter, and the red flags that tell you your agency isn’t thinking commercially.
Get in Touch
If you have a specific question before applying, or want to understand whether the advisory is the right fit for where you are right now — send a message. I read everything personally.
I don’t take intro calls before the waitlist application. The form is short and honest — it’s how I work out whether we’re a fit before either of us spends more time on it.