Commercial Marketing Director
I help D2C and subscription businesses grow faster, outpace their competition and reach their next level. Whether that means transforming what exists, unlocking what could perform better, or accelerating what already is — as a permanent, interim or fractional leader, depending on what works best for you.
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What I Do
I work with D2C and subscription businesses at pivotal moments — transformation, growth acceleration or performance recovery.
What I bring isn't expertise in a single channel or discipline. It's the ability to see and operate across the entire commercial marketing system — from identifying and segmenting the right audiences, through proposition development, full-funnel marketing and creative strategy, to conversion, retention and the ongoing optimisation and measurement that tells you what's genuinely driving incremental growth and what to do about it.
I'm the commercial brain that connects all of it — making sure the whole machine is aligned, accountable and pulling toward the same outcome.
Strategy & Transformation
Setting direction and leading change across the full marketing function — from proposition and audience through to channel mix, creative and go-to-market execution.
Trading Performance & Measurement
Connecting acquisition, retention and revenue into a clear picture. Building the KPI frameworks and measurement approaches that identify what's genuinely driving incremental growth — and making sure every decision is grounded in that insight.
Team & Agency Leadership
Building and transforming teams — including disparate international functions — into unified, high-performance operations that deliver consistently across markets.
Stakeholder & Board Alignment
Making the full complexity of marketing legible to the C-suite and board — connecting investment decisions to commercial outcomes with clarity and confidence.
Proof Points
WeightWatchers
18%
Improvement in global media efficiency across a $200m budget — without reducing upper-funnel investment
Selfridges
172%
YoY growth in paid revenue alongside an 81% improvement in ROAS through smarter audience segmentation
The Times
34%
Growth in subscriber acquisition with an 11% improvement in ARPU — rebalancing pricing and targeting strategy
Simplyhealth
54%
YoY sales growth while cutting customer acquisition costs by 33% through sharper segmentation
Sky
£60m+
Annual digital media budget managed across all channels, consistently exceeding subscriber acquisition targets
Simplyhealth
52%
Uplift in web conversion following a full site redesign and structured CRO programme
About
I've spent nearly two decades leading marketing and commercial functions at some of the most recognised D2C and subscription brands in the UK and US — managing budgets exceeding $200m, leading teams of 20+ specialists, and operating across global markets.
My career has been defined by transformation as much as growth. At WeightWatchers I built and led a newly centralised global media function from scratch across ten markets. At Sky I ran the entire digital sales channel and in-housed the media trading desk. At Selfridges I transformed performance marketing into a best-in-class function. At The Times I rebuilt subscriber acquisition strategy from the ground up. At Simplyhealth I devised and launched the entire direct-to-consumer proposition, taking it from concept to market.
I work across the full commercial marketing stack — identifying and segmenting the right audiences, developing compelling propositions, planning and executing full-funnel marketing, shaping creative strategy, and continuously optimising performance. Underpinning all of it is a rigorous approach to measurement — understanding what's genuinely driving incremental growth, and making sure every decision is grounded in that insight.
I work with businesses in whatever capacity suits them — permanent, interim or fractional. Based in Winchester. Available globally.
"I'm at my best in businesses with something to transform, build or accelerate — where there's complexity to navigate, performance to unlock, and a leadership team that wants to move."
Get in Touch
I work with a small number of businesses at any one time — which means I'm selective about who I work with, and so should you be.
If you're leading a D2C or subscription business and you need commercial marketing leadership that makes a genuine difference — on whatever basis works for you — I'd welcome the conversation.