Independent FMCG Commercial Advisory
Make better commercial decisions before they cost your business millions.
In FMCG, the smallest oversight in a commercial plan can have significant consequences. A missed opportunity, an assumption that goes unchallenged or an investment that doesn't deliver can cost a business time, money and growth.
Whether you are an established brand looking to strengthen performance or a challenger brand looking to enter or grow in the FMCG market, an independent perspective can help you see things differently.
I work with businesses to challenge thinking, assess opportunities, identify potential risks and strengthen commercial decisions.
Experience that brings a broader perspective
I bring over 20 years of FMCG industry experience, including 15 years at Unilever, across commercial strategy, category management, customer and channel development, shopper and trade marketing, revenue management, innovation and market execution.
My experience gives me an understanding of how different parts of a business connect and influence commercial performance. I bring an independent perspective, ask questions and help businesses see the bigger picture before making important decisions.
Protect Your P&L Before You Launch
My experience gives me an underst
The Difference an Outside Perspective Can Make
An experienced, independent perspective can help you challenge assumptions, identify gaps and consider opportunities from a different angle.
I bring practical commercial experience and an understanding of the realities businesses face, helping you look beyond the immediate challenge and consider what else may need attention.
When an independant perspective can help
You don't need to have everything figured out before bringing me in. An independent perspective can be valuable when:
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You are developing a new plan, strategy or business opportunity.
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You are making an important commercial decision and want to challenge your thinking before committing resources.
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You have a business challenge, a point of friction or a plan that needs an experienced outside view.
My perspective is grounded in real FMCG experience and commercial realities.
When can you bring me in?
An independent perspective can add value at different stages of the business, particularly when:
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Leadership or team transitions bring new people into roles who need an objective view of existing plans, priorities and opportunities.
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Organisational structures change, creating new responsibilities, reporting lines or gaps between functions.
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New strategies or priorities emerge, requiring teams to reassess plans and challenge established thinking.
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Major commercial decisions are being made, from category strategies and product launches to customer plans and trade investment.
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Teams need a fresh perspective to question assumptions, explore opportunities or strengthen work already underway.
Areas of commercial focus
My experience spans different areas of the FMCG business. Depending on your challenge, I can bring an independent perspective across:
Category Growth & Strategy
Category plans, performance, growth strategies, market opportunities, product propositions, innovation and portfolio development.
Channel & Route to Market
Channel strategies, route-to-market models, traditional trade, wholesale and modern retail, distribution, availability, visibility and execution.
Shopper Marketing & Insights
Translating consumer and shopper research into strategies for in-store and online activation, connecting brand objectives with shopper needs and channel realities.
Customer Growth & Commercial Planning
Customer strategies, joint business plans, retailer presentations, trade investment, promotional effectiveness and alignment across sales, marketing, category and customer teams.
Connecting the commercial picture
Having worked across these areas, I understand how decisions in one part of the business affect another. I bring these perspectives together to help teams connect the dots, challenge their thinking, identify gaps and uncover opportunities they may not have considered.
Who is this for?
I work with established FMCG businesses, challenger brands and businesses looking to enter or grow in the FMCG market.
Whether you are responsible for an established brand, developing a new proposition or looking to strengthen your commercial approach, I can provide an independent perspective to help you assess your plans and make better-informed decisions.
How to work with me
There are two ways to access my experience, depending on what your business needs. You can start with a focused, once-off review or arrange ongoing access to my commercial experience.
1. Independent Commercial Review
A focused, once-off review of a specific commercial challenge, plan or opportunity.
Sometimes you don't need another team or a lengthy consulting project. You need an experienced, independent person to look at what you're planning, challenge your thinking and highlight what you may have missed.
How it works
1. Tell me what you're working through.
Start by sharing the biggest commercial risk, challenge or point of friction you are facing.
2. Brief me on what you need reviewed.
We discuss the specific areas where you want independent input and the relevant background.
3. Receive a proposal.
I review your requirements and confirm the scope, fee and turnaround time before we proceed.
4. Share the relevant material.
Once agreed, you provide the presentations, plans or supporting documents, together with a purchase order.
5. Receive your review.
Within the agreed turnaround, typically within one week, I provide written feedback highlighting observations, questions, potential gaps and opportunities. A short voice note accompanies the feedback to explain the key points and provide context.
Every review is scoped around your specific requirements. There is no fixed checklist or predetermined solution. The focus is on giving you useful, independent input where you need it most.
2. Ongoing commercial advisory
Continued access to independent commercial thinking, when your business needs it.
For businesses that would benefit from having an experienced external perspective available on an ongoing basis, we can agree a set number of days over a month or a defined engagement period.
You guide where I focus my time, depending on your priorities and what is happening in the business. This could include:
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Reviewing commercial plans, presentations and proposals.
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Providing input on business challenges, opportunities and important decisions.
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Attending planning sessions, workshops and selected meetings.
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Acting as a sounding board for your team or leadership.
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Contributing an independent perspective to projects and initiatives.
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Helping challenge assumptions and think through different approaches.
We agree the time commitment upfront, and you use that time where it can add the most value as your business needs evolve.
My role is to review, analyse, question and recommend. Your team retains ownership of its plans, presentations and implementation.
An independent perspective that complements your team's expertise, strengthens commercial thinking and builds greater confidence.
