Product understanding, commercial judgment and brand thinking in the same room.

I work across decisions that usually sit with separate specialists: product truth, commercial strategy, editorial thinking, branding, packaging and digital.

The value is knowing what should direct what — and what the brand needs to do next.

My work spans wine, No/Low, coffee, RTD and soft-drink propositions. That range matters because a beverage brand has to work with a liquid, format, price, route to market and production constraint — not only in a presentation.

I lead the strategic and creative direction, preserve the work that is already useful and coordinate the specialist inputs the project needs. Technical and regulated partners remain responsible for validation and approval.