Former CEO. Serial Entrepreneur. Founder Mentor.
I work with founders and early-stage teams when things get challenging — helping solve difficult problems, make better decisions and move forward with more clarity.
I’ve spent 25+ years building and scaling consumer businesses, including Unforgettable and Confetti, two venture-backed companies that were later acquired.
These days I work flexibly with founders — sometimes as a mentor and sounding board, sometimes more hands-on for a period of time when something important needs shaping or moving forward.
Based in Málaga. Working locally and remotely
How can I help?
I tend to get involved when something matters, but the path forward is not clear.
That might be:
* priorities are unclear or competing
* growth has slowed or stalled
* a product, proposition or strategy needs sharpening
* a founder is facing a difficult decision
* AI feels important, but it is unclear where it actually helps
* something important is stuck and needs moving forward
Often the most valuable step is not working harder.
It is defining the real problem before committing more time, money and energy.
Why founders reach out
Most founders do not need support all the time.
But certain moments benefit from an experienced outside perspective.
Founders often reach out when they are deciding whether to raise funding, questioning whether the current strategy still makes sense, trying to understand why growth has slowed, making difficult hiring or leadership decisions, or simply feeling overwhelmed by too many options.
Sometimes the need is a single focused conversation.
Sometimes it is more useful to have regular support over a period of time.
Occasionally, the best answer is more hands-on involvement to help shape the work and move it forward.
How I work
I work in a flexible way depending on what is needed.
Clarity conversations
Focused one-to-one conversations to think through a specific decision or situation.
Ongoing founder support
Regular conversations to help maintain focus, challenge thinking and keep momentum.
Hands-on involvement
Short-term or part-time support where something important needs shaping, clarifying or moving forward.
I usually work with a small number of founders and teams at any one time.
About me
I’ve spent more than 25 years building and scaling companies across ecommerce, digital health, and consumer brands.
I co-founded and led Unforgettable, a mission-driven business improving the lives of people affected by dementia.
I also co-founded Confetti, one of the UK’s early D2C and multi-channel consumer businesses.
Along the way, I’ve raised capital, grown teams, and navigated the usual pressures founders face.
Before becoming a founder, I worked in consumer marketing and product roles at Y&R Advertising, Nestlé, Johnson & Johnson and BT / News International.
Since 2019, I have mentored founders often through organisations including Zinc VC and Sustainable Ventures.
Start with a conversation
If you are working through something difficult and think I might be useful, the easiest first step is a short discovery call.
We can talk through what is going on, where you are stuck, and whether mentoring, ongoing support or more hands-on involvement would make sense.