Consulting

Strategy that moves your business.

Clarity comes first—because you can’t execute what isn’t clear.

My consulting work helps you simplify complexity, align decision-makers, and focus on the commercial opportunities that are actually worth chasing. Whether you’re building a brand, entering a new market, or modernising your marketing function, I help you set a clear, actionable direction—built to be delivered, not just discussed.

You don’t need another deck. You need a plan that gets results.

“Michael brings deep expertise and decades of experience in the FMCG industry. Our executive partnership offers clients a powerful advantage—combining complementary strengths to deliver sharper, more effective consulting solutions.”

- Vice President at Kaiser Associates

CONSULTING SERVICES

Strategic Solutions

We channel brand clarity to fuel profitable growth for our clients, unlocking sustainable sales, value, and profit. We refine every lever of their commercial strategy—product, price, innovation, marketing, and sales—to ensure cohesive alignment at every level.

Powered by deep science and digital capabilities, our engagements consistently increase our clients’ profitability by an average of 500 basis points. This holistic, data-driven approach enables organizations to not only sharpen their brand identity but also strengthen customer engagement, ultimately laying a foundation for long-term success.

CONSULTING SERVICES

Brand Development

Your Brand Is A Growth Engine. Don’t Stop At Graphic Design.

We work with clients to develop brands that are distinctive, defensible, and commercially effective—from strategic foundations to in-market execution. Whether launching something new or strengthening what exists, our Brand Clarity™ process ensures your brand is aligned, consistent, and ready to scale.

Brand Clarity: we provide the tools & techniques to help you build your brand in the wild:

  • Purpose, positioning, proposition, and personality—defined and documented.

  • Clear structure for portfolios, sub-brands, and naming conventions.

  • Aligning innovation pipelines with brand promise and customer needs.

  • Initiatives that deepen consumer trust through transparency, consistency, and value alignment.

  • Campaigns, toolkits, and channel plans to bring the brand to life internally and externally.

  • Frameworks for governance, measurement, and long-term stewardship.

CONSULTING SERVICES

Performance Measurement

What gets measured gets managed—and optimised.

I help you turn data into direction. Whether it’s syndicated retail panels, promotional analytics, or digital campaign results, I bring clarity to your commercial performance—so you can take smarter, faster action.

By combining best-in-class third-party data with proprietary tools I’ve developed—PromoGrids™ and Retail Standards™—I give you real-time visibility and control across every lever of brand growth. Together, we’ll transform your reporting from a rear-view mirror into a high-performance dashboard.

  • See the full picture. Respond with precision.

    I help you make sense of the numbers—so you can act with confidence.

    Using syndicated data from sources like NielsenIQ, Kantar, and TNS, I decode the signals hiding in the noise. Whether it’s identifying distribution gaps, tracking promo compliance, or unpacking share dynamics and shifting category trends, I turn complexity into commercial clarity.

    You get more than data—you get direction. The kind that helps you make faster, smarter, and more profitable decisions.

  • Your promo spend—measured, optimised, justified.

    PromoGrids™ is a tool I built to bring total clarity to your promotional investment.

    It visualises trade terms and promo activity in real time—so you can link spend to impact, track ROI, and ensure your commercial strategies align with both your brand goals and your retail partners’ expectations.

    If you’re spending millions on trade… shouldn’t you know exactly what you’re getting in return?

  • Scorecard your retail execution. In real time.

    Retail Standards™ is my proprietary framework to help you take control of how your brand shows up in-store.

    It tracks execution against physical availability targets and customer-specific trading terms—giving your account teams the tools to monitor, compare, and improve performance across every store, in every region.

    Because what gets seen, gets sold. And what gets measured, gets better.

  • Clicks aren’t enough. I measure what matters.

    I go beyond vanity metrics to show you what’s really driving results.

    From media attribution and conversion flows to brand lift and content engagement, I assess your digital campaigns through the lens that matters most: commercial return. Every touchpoint is tracked, benchmarked, and reported with clarity—so you can see what’s working, what’s not, and where to optimise next.

    Because in a world of noise, precision wins.

CONSULTING SERVICES

Modern marketing isn’t about chasing tools. It’s about using the right ones—at the right time—for the right outcomes.

With decades of experience across the full marketing spectrum—from brand strategy to retail execution—I understand what each marketing function is truly responsible for, and where technology adds value (or just adds noise).

AI can accelerate decision-making, boost efficiency, and unlock creativity—but only when it’s integrated with clarity and purpose. I help FMCG teams identify where automation makes sense, where human judgment is non-negotiable, and how to build intelligent systems that support both.

This isn’t about plugging in chatbots. It’s about designing marketing engines that are future-ready and commercially fit.

Marketing Technology & AI Optimisation

  • Identify the right touchpoints across your marketing processes.

  • Build reusable, brand-safe AI workflows.

  • Practical training with strategic context.

  • Evaluate what’s working, what’s not, and what’s missing.

  • Shift from scattered tools to smarter operations.

  • Choose solutions that serve strategy, not hype.

  • Ensure control, compliance, and brand integrity.

Because the future of marketing isn’t AI replacing people—it’s AI empowering the people who understand modern marketing. Is your organisation AI ready?

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