About
My work is to find the position a business can own, then build the demand that makes it profitable — exponentially increasing sales, market share and profitability, with a pipeline of buyers that outlasts any single campaign.
Background
I am a client-focused, solutions-oriented market-positioning and repositioning specialist with a track record of driving growth through increased sales, profitability and market share. My work sits at the intersection of strategy, marketing, communications, competitive advantage and branding — and I am comfortable advising at C-level and board level.
Most businesses do not fail because their product is weak. They fail because the market cannot see a clear reason to choose them. My job is to make that reason unmistakable. I do this by seizing weakly held competitor positions, identifying gaps and niches, and creating new market segments that the business can own.
The work is not theory. It is a structured transformation: diagnose where the position has weakened, decide the ownable ground, redesign the offer, rebuild the engine and relaunch with measurement. Sometimes that means new systems and software. Sometimes it means retraining, rebranding, repackaging or changing the product mix. Sometimes it means all of them.
Based in Nottingham, United Kingdom, I work with leaders internationally who are ready to change the trajectory of a stalled, slowing or declining business.
Repositioning track record
Each result below came from the same process: find the position, build the demand, own the market.
Horizen
Revenue turnaround
A specialist project-management business whose offer was not translating into commercial scale. I led a full rebrand, reviewed every strategic brand asset and sharpened the specialist identity. A content-led awareness campaign and a year-long LinkedIn lead-generation programme followed. The result: book orders rose from £5.7 million to £108 million over the engagement.
£5.7m → £108m
UM Land
Buyer demand
Malaysia’s first Halal Business Park had a GDV of £200 million but had sold only 11% after six months. The messaging failed to differentiate the product or deliver a memorable brand story. I crafted a heritage-led position around the Silk Road, colonial-era battles fought over the land and Malaysian bravery, then relaunched it through public relations. The project sold 73% and generated £124 million in just under 12 months.
11% → 73% sold
UHY
Revenue turnaround
A broad accounting offer was getting lost in a crowded category and growth had stalled. I repositioned the firm around a high-value forensic-accounting niche, then led the rebrand: new service brochures, company profile, website and collateral. A sustained marketing and PR plan — press conferences, industry talks, articles, Google ads, SEO, direct and email marketing — fuelled a 400% revenue increase, growing staff from 31 to 96 and offices from one to four.
+400% revenue
Holcim
Market share
A global cement business needed a stronger growth platform in Malaysia. I developed and executed a brand repositioning around green cement leadership, using earned and paid media across influential business and news outlets. New product launches, repackaging and a refreshed sales strategy secured large state-government contracts. Sales revenue rose from £23.2 million to £36.2 million.
£23.2m → £36.2m
LBS
Buyer demand
A developer needed deeper relevance with buyers during a difficult market and downturn. I provided strategic advisory on positioning, then led a major public-relations exercise to reposition LBS as a community developer. The work created distinct brand identity and increased awareness, and the business exceeded sales targets in consecutive years by 19% and 23%.
Targets +19% / +23%
Qualifications
MBA
Kedge Business School, Marseille — graduated with 16.67 / 20, the French equivalent of a 3.69 / 4 GPA (Distinction).
BA (Hons)
Business Administration, Ottawa University — GPA 3.903 / 4, graduated with Academic Honours.
FCIM
Fellow of the Chartered Institute of Marketing — senior marketing leadership recognition.
FCMI
Fellow of the Chartered Management Institute — executive-level management practice.
FIoL
Fellow of the Institute of Leadership — leadership development at the highest level.
Why this matters
Behind every metric is an owner, a leadership team and a group of people whose livelihoods depend on the business winning. When a repositioning works, the effect is often transformative: not just better quarterly numbers, but a renewed sense of direction, confidence and control.
That is why I take on only a limited number of engagements at a time. The work is hands-on, and the stakes are real. If your business has stalled, is slowing or is in decline, the right position can change its trajectory. I have seen it happen repeatedly.
Start a conversation