I work where business meets
digital and data
I’m a digital and ecommerce business leader, working across digital, data and commercial growth.
My work focuses on turning complexity into business decisions — connecting consumer signals, technology and commercial realities.
From digital to business ownership
My background spans digital, ecommerce, data and commercial business roles. Over time, my scope has moved beyond the channel itself to broader business decisions.
I’ve worked across digital commerce, consumer data, CRM and commercial execution — connecting different pieces of the business to understand what drives the outcome.
“Better decisions rarely come from working harder. They come from understanding the problem better.
How I Work
I look beyond the immediate channel, metric or function to understand the broader business problem and the choices behind it.
01
See the whole business
Look beyond the channel.
02
Connect the signals
Bring the pieces together.
03
Make the choice
Weigh the trade-offs.
Work Behind the Thinking
The ideas I write about come from real business problems — from building digital commerce capabilities to navigating growth, platforms and commercial trade-offs.
Building the Business Behind a New Channel
A new channel is rarely just a channel launch. When the existing organisation is not ready for it, the real work is making the business capable of capturing the opportunity.
Read the case →
From Platform Access to Strategic Partnership
Building a strategic platform relationship is not simply about asking for more support. It starts with creating enough credibility, leverage and mutual value for both sides to invest in the partnership.
Read the case →
Building a Category from Two SKUs
A new multivitamin category started with two SKUs. The challenge was not simply selling more, but changing the conditions needed for the category to scale.
Read the case →A few chapters
Different roles, industries and problems have shaped how I work today.
Digital foundations
Earlier career
Built my foundation in digital, marketing and commercial execution.
Ecommerce & data
The shift
Moved deeper into ecommerce, consumer data and CRM.
Business ownership
Today
Expanded from channel ownership to broader business responsibility.
Beyond the work, I’m interested in understanding how people think, grow and make sense of the world around them.
Let’s connect
Interested in digital, ecommerce, data or the business problems behind them?
I’m always open to thoughtful conversations.