Senior freelance strategist: brand, creative, shopper, retail and category strategy
I work with brand, integrated, digital/social/content and shopper agencies, so consider myself to be a true full funnel strategist, but always with a mind on the end goal: converting sales.
Before going freelance I was Head of Planning and Strategy Director, and I've built Strategy & Planning as a function in a number of agencies.
I've worked with brands from the biggest Global corporates to exciting new start ups.
I've worked across FMCG, consumer electronics, retail, luxury brands, telco, financial services, fashion & apparel, gaming, B2B and B2C.
Triumph Motorcycles, Starbucks, EE, BT, First Direct, Aviva, Xbox, West Ham United, Newcastle Building Society, IHG
I've over 20 years of experience of working with global FMCG, food & drinks brands to win with shoppers in retail.
I've worked across the full retail/commerce spectrum: grocery, wholesale, discounter, convenience, quick commerce, eComm, direct to consumer, travel retail, social commerce, leisure, HORECA.
Coca Cola, Heineken, Strongbow, Bacardi, Greggs, Costa, Mars, Nestle, Walls, P&G, GSK
I work with agencies to define their approach to AI use, and work with them on implementation.
I work with agencies to understand neurodiversity in advertising, and help to create neuro-inclusive cultures.
I help agencies from the large to the small solve client problems. Either as a plug in resource to fill gaps, or to handle a specific brief from end to end.
That can be ad hoc, temporary cover, specific projects, pitches, or to cover a particularly busy period.
Pitches tend to be like buses. Not big, red and polluting, but coming infrequently and when least expected.
I work with agencies from when a pitch brief lands to provide rapid strategy that can either be briefed to internal creative teams or I can bring my creative freelance partners in to help out too.
We don't like losing.
I also work with agencies on a retainer, and I do 'emergency planning' when you need a strategist at short notice.
I work directly with brands too, on any of the work above.
Yes. On some of my long term bookings, the agency's clients knew me as one of its team.
Yes. I can present the strategy alongside you, to your client or in the pitch, if you'd like me to.
I do both. I'm based in the North East and work remotely most of the time. If your agency is nearby, I can work from your office if needed. If it isn't, I'll travel for the meetings that work better face to face, such as a workshop or a pitch.
Yes. I write the creative brief and work with your creative team as the ideas develop.
Yes. I work through my own limited company, But What If... Ltd, which is VAT registered. I also hold professional indemnity insurance.