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Feasibility Studies and Commercial Modelling for CPG Brands Exploring UK Expansion
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Business Owner
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C-level Executive
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Panama
Work Background
The Walk To MarketFounder
Oct. 2023 - Mar. 2025UK Market Entry Consultancy for Better-for-You & Ethical CPG Brands • Founded a specialist consultancy offering strategic market entry guidance for North American CPG brands exploring expansion into the UK. • Delivered tailored market entry reports combining category trends, competitor analysis, retailer landscape, and regulatory considerations focused on better-for-you and ethically positioned products. • Conducted in-depth commercial feasibility studies, including full landed cost breakdowns covering logistics, duties, taxes, margins, and retailer pricing architecture. • Enabled founders to assess UK market viability with clarity and confidence by helping them understand potential ROI, pricing dynamics, and route-to-market fit before committing. • Advised on localisation strategy including packaging compliance, value proposition, and product differentiation in the UK retail environment. • Served as a strategic advisor and first touchpoint for brands, with many clients transitioning into long-term partnerships. • Maintained strong relationships with industry stakeholders including buyers, distributors and logistics partners ensuring recommendations were grounded in real-time commercial realities.
SKUsocietyCo-Founder
Aug. 2022PanamaUK Market Expansion & Distribution Partner for Better-for-You & Ethical CPG Brands • Co-founded a specialised distribution and market entry business helping innovative North American food and beverage brands successfully expand into the UK market. • Led market discovery and category research to identify high-potential brands in trending verticals such as health, sustainability, and functional foods. • Built relationships directly with brand founders and leadership teams, guiding them through every stage of UK market entry from regulatory and technical compliance to operational setup. • Developed tailored go-to-market strategies for each brand across retail, hospitality, wholesale, and DTC resulting in successful launches and first retail listings. • Oversaw logistics and supply chain partnerships, enabling efficient storage, fulfilment, and distribution across the UK and international markets via a central hub and global partner network. • Led retail acquisition efforts from initial outreach and range reviews through to listing negotiations and account management. • Acted as the primary point of contact for both retail buyers and brand partners, ensuring commercial growth on both sides. • Positioned the business as a trusted bridge between retailers and innovative, better-for-you challenger brands while helping buyers discover and onboard differentiated products with strong consumer appeal.
We Are Purple Dog Co-Founder & Operations Director
Dec. 2019 - Aug. 2022Digital Marketing Agency Specialising in Ethical DTC Brands • Co-founded and scaled a purpose-driven agency from scratch, while working with ethical, sustainable, B-Corp values driven DTC and B2B brands. • Led operational functions including client delivery, team management, financial planning, and process development; building a high-performing, fully remote team and driving consistent, profitable growth. • Built and implemented end-to-end operational systems (project management, onboarding, reporting) that improved delivery speed, reduced overhead, and increased client satisfaction. • Delivered integrated marketing strategies for key clients, across paid media, email, and content marketing, that delivered measurable ROI and long-term brand growth. • Played a crucial role in new business and client strategy; securing long-term partnerships with mission-led brands and scaling the agency. • Designed custom performance frameworks and reporting tools aligned to clients’ commercial goals, improving transparency, client delivery and retention. • Developed and refined internal processes and team playbooks that scaled delivery quality and improved our internal culture as we scaled. • Championed the agency’s ethical positioning by embedding purpose into everything from team culture to client selection, helping to differentiate and win values-aligned brands.
Project ManagementFreelance Senior Project Manager
Feb. 2017 - Dec. 2019• Senior level management of complex projects ranging from multiple, simultaneous, smaller projects to larger projects for world renowned clients (up to £500k+).
• Lead project setup, planning, design, quality assurance, resource management. • Overall financial control to ensure effective spend and budget control.
• Multi-stakeholder management allowing the management of clients projects and expectations, in addition to the expectations of their end users/clients.
• Strategic management of individual projects and an understanding of their overall importance towards achieving an organisations goals.
• Manage and coordinate teams of project coordinators and other admin staff, each project requiring a different team setup.
• Ongoing risk analysis and monitoring of current and past projects.
• Coordinate across teams, departments and organisations in order to meet agreed timelines and objectives.
• Serve as the main point of contact for projects, both from within client organisations and from the end client perspective.
• Ensure compliance with all client policies, procedures and processes.
• Self-employed consultant, working independently and pro-actively with excellent time management and organisation skills.
• Technical understanding and management of projects within localisation project frameworks.
thebigwordSenior Project Manager
Jun. 2016 - Feb. 2017Leeds, United Kingdom• Senior level management of multiple projects. Managed a wide-ranging portfolio of projects valued at £500,000+ at any one time.
• Lead responsibility for all project phases, including planning, design, quality assurance, resource management, and financial control.
• Risk assessments and escalation of project risks where appropriate.
• Established and maintained strong relationships; applied stakeholder management with understanding of high-level business strategies.
• Identified new opportunities through planning and forecasting with the Sales team and Operations Managers.
• Management responsibilities of Coordinators, linguists and admin staff on a per project basis.
• Mentored and coached team members.
thebigwordSenior Service Excellence Specialist
Jan. 2016 - Jun. 2016Leeds, United Kingdom• Central contact point within Operations department ensuring department SLAs relating to customer and linguist experience were met.
• Driving best practice supporting the implementation of process improvements and preventative actions following detailed root cause and trend analysis.
• Effectively gathered information relating to client and linguist feedback; monitoring, tracking, analysing and communicating this both internally within the organisation and externally to clients.
• Developed and delivered strategic improvement initiatives in order to drive operational improvements. • Conducted detailed Post Project Reviews, ensuring best practice was followed and improvements were implemented as necessary.
• Responsible for high profile Test-Piece translation process for new and existing clients; ensured quality of the very highest level.
thebigwordProject Manager
Jun. 2014 - Dec. 2015Leeds, United Kingdom• Responsible for all stages of projects, including planning, scheduling, quality assurance, client queries, managing and booking resources, effectively managing spend in order to meet financial targets.
• Simultaneously studied a project management Masters degree. Able to supplement and reinforce learning whilst putting theories and methods into practice in the workplace.
Basic Human Rights (INGO)Programme Officer
Jan. 2013 - Aug. 2013Bradford, United Kingdom• Programme management – oversaw BHRs implementation of the International Organisation for Migration (IOM) One Room Shelter project in Sindh province Pakistan, reviewed progress, liaised with donor (IOM) when appropriate, troubleshoot and solve problems.
• Engage with Pakistan Country Office colleagues (Islamabad) and field staff (Sindh) to ensure smooth running of operations and appropriate information sharing and accountability.
• Development and design of concept papers and proposals.
• Liaise with external advisors, consultants and specialists in order to build BHRs profile and expertise.
• Accompany and assist the CEO when attending high level meetings with the European Commission.
• Humanitarian Aid & Civil Protection (ECHO), EuropeAid Development and Cooperation (DevCo), multi-charity led discussion panels and meetings with other INGOs.
• Represent the charity to a wide range of audiences.
• Established, on behalf of the CEO, an Executive Committee of external consultants and specialists and facilitated the Executive Committee meetings as part of the organisation's re-strategisation.
Basic Human Rights (INGO)Programme Development Intern
Aug. 2012 - Jan. 2013Bradford, United Kingdom• Concept development of the 'BHR Scholars Programme', an educational programme aimed at school children which was developed through extensive research. • Liaison with the CEO, programmes director and vital stakeholders to ensure an engaging, interactive and viable programme was developed.
• Development of project management skills by ensuring consultation with all stakeholders in order to create an accessible grassroots educational programme for schools.
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