For twenty years, I've led marketing strategy and investment decisions that drove significant commercial growth and protected businesses from expensive mistakes.
At ASDA, PokerStars, Sports Direct, Silver Cross, Evans Cycles and others.
I see things in marketing setups that others miss. - Where spend is leaking value.
- Where measurement is creating false confidence.
- Where agencies have stopped adding value but momentum keeps them in place.
- Where growth has stalled because the real constraint isn't being addressed.
- Where teams are working hard but in the wrong direction.
- I've spent twenty years being accountable for spotting these things and making the call on what to do about them.
Not in theory. In practice. At scale.
Real Decisions -
The decisions that prove it
Unlocked £m's in hidden revenue at PokerStars.
Team was under-scaling Meta because they were using wrong metrics. Corrected measurement. Tripled investment deliberately. Revenue they were leaving on the table captured.
Blocked £3m misspend at ASDA.
The Sun Media investment existed to satisfy agency trading obligations, not marketing objectives. Econometrics proved it. Removed.
Rebuilt Silver Cross strategy when growth stalled.
Share of search had dropped 1st to 7th. Problem wasn't media execution - brand had lost differentiation. Developed reset of positioning and communications strategy.
Refused 20% ASDA agency fee increase.
Audited time usage. Found half spent on reporting theatre not growth work. Restructured contract. Fees stayed flat. Performance improved. Work won Drum awards.
Turned an unprofitable affiliate programme into a profitable growth channel at PokerStars
Junior team couldn't see the economics. Identified and terminated loss-making legacy deals. Restructured. Returned to profit.
Prevented £2m factory investment mistake.
Founder wanted to expand categories. Unit economics didn't support it. Investment paused. Costly error avoided.
Delivered 24% year-on-year casino acquisition growth at PokerStars
Through media strategy redesign and planning methodology that delivered 20% more attention from flat investment and lower CaC's via more incremental Performance media set-up.
Increased Asda Christmas sales by £120m
Redesigned strategy from scattered product support to concentrated investment behind 3 core customer missions and 10 hero items that research proved drove store visits.
Pushed back on board discount pressure at Evans Cycles.
Built case against heavy Black Friday discounting. Sold more full-price bikes than previous year. Protected margins, increased net revenue and protected brand.
Some decisions stopped spend.
Others deliberately increased it.
Several changed strategic direction entirely.
The thread: spotting what others couldn't see, making the call, backing it with evidence.
ASDA - Led media strategy, comms planning and £65m annual investment for Britain's second-largest supermarket. Governed how brand, performance and retail marketing worked commercially across ASDA and George.com.
PokerStars (Flutter) - Led media and comms strategy and £40m+ media investment across four European markets. Accountable for acquisition growth, brand building and commercial return across poker, casino and sportsbook.
Sports Direct, Silver Cross, Evans Cycles and others - Senior marketing, comms and media strategy counsel through Journey Further (Campaign Magazine's Global Agency of the Year).
Across these roles: brand strategy and positioning, communications planning, customer strategy, media investment, measurement design, agency governance, commercial decision-making.
Formal training:Marketing degree. Chartered Institute of Marketing. Marketing Week Mini-MBA with Mark Ritson. Strategy Finishing School with Julian Cole. But judgement doesn't come from qualifications.
It comes from being in the room when the decision matters and getting it right repeatedly.
From understanding how brand, creative, customer targeting, measurement and media investment work together commercially - not just optimising channels in isolation.
From twenty years of pattern recognition under pressure.That's what Threshold is built on.
Book a 15-minute sanity check call.
Independent. No pitch. No obligation.
We'll confirm if Threshold is right for your situation - or if you're better served elsewhere.
.svg){kind=spacer}
