What I Do
From positioning to the product page.
Brand strategy, creative direction, content production and commerce, run as one connected system rather than four separate briefs. The span is the point: nothing gets translated on the way to market.
The Span
One brief. One standard.
Eight stages, delivered by a team I direct rather than by separate suppliers briefing each other. The position set at stage one is the position that reaches the product page.
The Disciplines
Every line here is a piece of work.
Deciding what the brand is for, before anyone spends money saying it.
ProofSix repositioning programmes, +7% YoY conversion rate. Two brands repositioned through to acquisition in 2026.
Directed and produced in-house, so the brand is not translated by a third party.
Proof5,000+ design assets directed in 22 months, roughly 20,000 including photography and video. Around 30% above committed volume.
Where the brand argument gets tested against a transaction.
Proof+51% combined DTC portfolio revenue growth in 2025. 130+ Amazon listing optimisations directed across a portfolio scaled from 12 to 33 brands.
The Multiplier
AI is not a tool I use.
It is how this span is possible.
One person covering strategy, creative and commerce used to mean one person doing each of them slowly. It no longer does. Two decades of judgement, applied at a speed that did not previously exist, is what lets a single creative function produce at agency volume without agency overhead.
Concept and pre-visualisation
Moodboards, set direction, styling and shot concepts explored in hours rather than weeks, so the budget goes on the right shoot instead of finding out on the day.
Creative variation at volume
Twenty video and twenty static concepts tested monthly on paid, because producing the test set stopped being the bottleneck. More variants tested means faster learning, not thinner work.
Copy, CRM and commerce systems
Lifecycle flows, PDP copy and campaign variants drafted against brand guidelines at scale, then edited to standard. The system writes the draft. It does not set the voice.
Packaging and product exploration
Structural options, dielines and pack systems visualised and pressure-tested before anything reaches a printer or a tooling quote.
Research and synthesis
Category mapping, competitor teardowns and review-mining condensed into a working brief, so decisions start from evidence rather than instinct alone.
Production throughput
An AI-integrated workflow across a distributed team delivered 5,000+ design assets in 22 months, approximately 20,000 including photography and video, around 30% above committed volume.
Working stack
What does not change: every asset is directed, art-directed and signed off by me. AI removed the cost of exploring the options. It does not get to choose between them.
The Record
Creative held to the metric it actually moves.
Every figure is portfolio-level, not single-brand. Portfolio results say repeatable system. Single-brand results say one brand went well.
Portfolio results across Elevate Brands and SellerX, 2022 to 2026.
130+ Amazon listing optimisations directed. Twenty years building consumer brands.
What This Means
The same capability, two ways to use it.
You get a marketing function, not a freelancer.
One brief, one standard and one person accountable from positioning through to the product page, with a production capability attached rather than subcontracted.
- The brand has outgrown its original positioning
- You are entering a new channel and the creative has to follow
- You are being prepared for a raise or an exit
You get a director who owns the commercial outcome, not just the creative output.
Someone who can build the function, lead a distributed team across design, copy and production, and hold the channel P&L conversation without translation. Twelve years running my own agency before this, which is where the commercial instinct comes from.
- Building or rebuilding an in-house creative function
- Creative and commerce currently sit in different rooms
- A distributed team that needs a single standard
Brands built to scale,Start a conversation →
not simply launch.