A decade in food, drink, hospitality and FMCG.

Breweries, pubs, a subscription box and a tech business selling into the trade. Each story is how I worked, and what I’d do in your shoes.

Growing the subscriber base, and cutting churn.

Clarifying a tech company’s positioning, then taking it into real life to learn from customers.

Building the brand and the customer base from nothing, into the taproom, the shelf and the trade.

One shared plan across four London pubs, and each kept its own identity and community.

Track record

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Moonwake Beer Co.First hire, in a team of four that took it from nothing to over £3m in revenue. Led more than 20 product launches and the activations and campaigns behind them. Named Best New Brewery, then Best Brand Identity and Best Beer Destination.
BrewserGrew the subscriber base and cut churn substantially, then built the lifecycle email programme from scratch, nine flows from welcome to win-back.
SellarClarified its positioning as a tech company, then took it into real life with pop-up events to learn from customers and build relationships. Sales grew from 70% of attendees, app usage rose 50% and key events returned 200% ROI.
Cityglen Pub Co.Led marketing for four London pubs through their pivot from wet-led to premium gastro. Ran the group’s first estate-wide Christmas campaign, with pre-booked sales, private hire and events menus behind it, and built shared templates, costed drinks packages and one place to read every pub’s reviews.
Leith HellesA neighbourhood-led identity for a gluten-free lager that became Moonwake’s best-selling beer.
Brewser loyaltyLaunched a loyalty programme from nothing that earned back more than it cost in rewards.
Duration BrewingHelped pivot from wholesale to a direct-to-trade model, and grew direct-to-consumer sales through lockdown.
Solvay Society BrewingA full rebrand, and the move from bottles to cans.

Also worked with Young’s Pubs, Wild Card Brewery, Mothership Beer and Kew Brewery.

Every business is different. We start with a free 30-minute call and work out what yours needs.