Principal of WM Commercial Advisory. Twenty years of commercial roles inside consumer businesses with complex routes to market — OC&C, M&S, Ocado Solutions, Just Eat Takeaway. Oxford MMath; builds production quantitative systems alongside the advisory practice.
Signature portrait. Plain background, no stock-photo affect.
Commercial leader and operator. Held P&L responsibility at FTSE-250 scale across pricing, partnerships, and franchise expansion. >£500m of personally-led enterprise deal-making across three continents. Oxford MMath; the discipline that informs how the practice sizes commercial bets.
Operator. Most recently at Just Eat Takeaway, where the work was partnership economics across the European order-and-delivery footprint — structuring the deals that unlocked roughly 5× the partner-funded investment of the prior model, across >£20m of capital. Before that, M&S, where the role was franchise business-unit P&L across India, Turkey and Russia — roughly £250m of franchised revenue. Argos before that, with a pricing remit across £1bn of general-merchandise turnover. Ocado Solutions on the commercial integration of the international platform deals. OC&C at the start of the career, on consumer strategy across European retail.
Partnership track record. Lotte Korea, Panda Saudi Arabia, M&S franchise structures across emerging markets. The pattern is the same: complex routes to the end consumer, multiple counterparties, and a commercial decision that has to survive the press release.
Civic. Council member and audit oversight across roughly £200m of public-sector spending. The work informs how we think about governance and pre-committed thresholds — public oversight has higher standards for documented decisions than most boardrooms.
Applied mathematics. Oxford MMath. Alongside the advisory practice, I build production quantitative systems — Bayesian forecasting, polynomial-surrogate trajectory models, decision systems with pre-committed kill criteria. The forecasting library that underpins the practice’s Predict-stage diagnostics is part of this work. It is a credibility anchor, not a product.
The standing line. Big bets are usually mistakes dressed as conviction. The practice exists to help commercial leaders size their bets to their edge, not their ambition.
5× partner-funded investment uplift against the prior model; >£20m of unlocked capital.
£250m+ franchised business unit across India, Turkey and Russia. Full P&L responsibility.
£1bn general-merchandise pricing remit. Promotional architecture and everyday-price decisions.
Commercial structures for the international platform deals — Lotte Korea, Panda Saudi Arabia.
Consumer strategy across European retail and FMCG. The training ground for the framework discipline.
For commercial enquiries, the diagnostic page or the book-a-call page are quicker. Everything else, the email below.