Experience

Rooted is intentionally small, senior-led and hands-on. When you work with me, you get direct access to experience, judgement and delivery - not layers of account management or hands off consultancy

I’ve worked on:

Food and drink brands
Sustainability and biodiversity initiatives
Government-backed organisations
Charities, trusts and CICs
Place-based and cultural institutions

If you want examples that match your context, ask - I’m happy to share relevant case studies and references.

Selected Experience

The Royal Mint

Led marketing for The Royal Mint’s precious metals investment business, responsible for customer acquisition, brand positioning and commercial growth in a highly regulated, trust-dependent financial market.

Delivered sustained market share growth and significantly expanded investor acquisition, including a 30% increase in high-net-worth customers through strategic partnerships and repositioning of gold as a modern wealth asset.

Worked closely with senior stakeholders across The Royal Mint, UK Government departments and international trade representatives, aligning commercial objectives with institutional credibility and national strategic interests

Budweiser Budvar

Led global brand strategy across more than 70 international markets for the Czech Republic’s national brewery.

Responsible for positioning a state-owned heritage brand for international growth while protecting its provenance, authenticity and national significance.

Worked closely with export, tourism and government-adjacent institutions supporting national brand representation.

Fateema - Lebanese Food to Go

Supported the go-to-market strategy, positioning and brand development for Fateema, a Lebanese food-to-go concept. Defined the core proposition, customer targeting and narrative to establish clear differentiation in a competitive urban food market. Worked closely with founders to translate the cultural authenticity and quality of the offer into a commercially effective brand and launch strategy, ensuring alignment between concept, customer experience and long-term growth potentia

Reformation Metals
— Strategic Consultancy

Supporting the positioning and commercial development of a circular economy venture focused on recovering precious metals from electronic waste.

Working at the intersection of sustainability, resource security and industrial innovation, translating technically complex processes into clear and credible commercial narratives.

City Governance Referendum
— Strategy & Communicat

Leadership role in communications and campaign strategy for a successful citywide referendum resulting in structural changes to Bristol’s system of governance.

Coordinated messaging and stakeholder engagement in a politically sensitive and highly scrutinised public environment.

Regulated Consumer Goods - Brand & Trade Marketing

Held brand and trade marketing roles within one of the world’s most highly regulated consumer categories, operating under strict legal and regulatory constraints governing brand communication, retail presence and customer engagement.

Developed commercially effective brand and trade strategies within tightly controlled environments, balancing growth objectives with compliance, reputational sensitivity and complex stakeholder requirements across retail and distribution channels.

This experience established a strong foundation in operating where marketing must align with regulatory reality, commercial constraints and public scrutiny.

Governance and Advisory Roles

The Bristol Cable — Director

Board-level role supporting governance and strategic direction of The Bristol Cable, an independent, cooperative-owned media organisation. Providing oversight and strategic input across organisational positioning, growth and long-term sustainability within a democratically accountable structure where trust, transparency and public legitimacy are central

Bristol Historic Buildings Trust
— Trustee

Trustee of a heritage organisation responsible for restoring and managing historic public assets. Supporting strategic direction, organisational positioning and stakeholder engagement across projects involving complex partnerships between community groups, public bodies and funders.

Hotwells & District Allotment Association
— Chair

Elected Chair providing strategic leadership and governance oversight for one of Bristol’s largest allotment associations, representing over 700 members and managing significant community land assets. Responsible for organisational direction, commercial management and long-term sustainability of the association.

Acting as primary interface with Bristol City Council and external stakeholders, navigating regulatory, land use and institutional relationships to ensure effective stewardship and development of the site. Operating at the intersection of community governance, public infrastructure and environmental stewardship, aligning member needs with long-term organisational resilience.