Description

A brand, executed well, is a powerful driver of growth. I help organisations make that a reality.

I’ve led brand transformation across both legacy and scaling brands, bringing the clarity, discipline and commercial focus needed to make a lasting impact. My work includes identifying business and market dynamics holding brands back, sharpening positioning and identity to strengthen stand-out, and building the strategies, systems and teams that deliver measurable results.

I’ve led brand and growth initiatives at Centrica, Harvey Nichols and News UK, and advised scaling brands including Odysea, Tim Tam and Luca & Rosa kidswear. Earlier roles in direct response and product at Sky and L&G gave me the grounding to land a brand effectively, align stakeholders and drive commercial outcomes.

I’m at my best leading strategy and execution, translating business objectives into distinctive brands, embedding them across organisations, and ensuring they stay relevant as customer needs and markets evolve.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Centrica
Group Brand Director
ENERGY AND UTILITIES
July 2025 - June 2026 (11 months)
Windsor, United Kingdom
Reporting to the CMO, I inherited a brand, content and creative team struggling under pressure within a complex matrix organisation. I restructured the team, clarified ownership and accountability, and worked with the business to improve how we partnered and delivered work. Team engagement increased from 5.1 to 6.9, and the team now receives consistently positive feedback for its effectiveness and quality of output.

Key achievements:
• ● Refined brand architecture and structured product portfolio to improve differentiation, remove internal confusion and create clearer customer journeys
• ● Led E2E review of CX, identifying priorities to improve satisfaction, engagement and brand perception
• ● Partnered with UX to redesign the British Gas website and app, evolving the visual identity and content architecture to deliver a more intuitive customer experience (launching Autumn 2026)
• ● Established a structured programme of employee brand engagement, including engineer and contact-centre roadshows, starting a network of brand champions across the organisation
• ● Introduced annual brand diagnostics and quarterly KPI tracking across the marketing funnel, enabling faster identification of performance gaps and more effective prioritisation of resources
• ● Built an in-house creative studio spanning design and copy supported by AI, significantly reducing agency reliance, saving c.£250k, while improving speed to market from weeks to days
Team leadership Brand Strategy Brand building
Fraser Marketing Consultancy LTD
Independent Brand Consultant
March 2024 - Today (2 years and 4 months)
Reigate, United Kingdom
The steepest and most rewarding learning curve of my career, any role I've partnered with founders and senior leaders of scaling brands to strengthen strategic and operational capabilities. Clients have included Harvey Nichols, Tim Tam, Odysea, Daily Dose, Carpetright, and Luca & Rosa.
Brand building Brand Strategy Marketing
Harvey Nichols
Head of Brand
December 2021 - March 2024 (2 years and 3 months)
Reporting to the CMO and advising the CEO and Board, I set the brand turnaround strategy for Harvey Nichols. Through a review of customer, market and business dynamics, I defined the strategic direction required to restore the brand's distinctive position and return it to market as an innovative, fashion-first retailer.

Key achievements:
• ● Secured alignment across the Board, Marketing, Buying and Customer Service functions behind a new brand strategy, creating organisational clarity and commitment to a shared direction
• ● Re-defined and embedded brand guidelines, creating a more distinctive and consistent brand experience
• ● Led the exclusive launch of Fenty Eau de Parfum, integrating influencer partnerships, PR and social media to drive awareness, footfall and engagement
• ● Overhauled marketing ways of working, introducing clearer briefing processes, campaign planning disciplines and channel best practice to improve effectiveness and consistency