I help businesses write their next chapter. These are mine.
I learned to see systems before I learned to see customers.
I trained in physics at Imperial College London. Physics teaches you one thing above all: every complex system has an underlying logic if you look hard enough. It turns out customers work the same way. That instinct — find the pattern, prove it with data — has shaped everything since.
Eight years at Deloitte, learning the craft on brands you know.
At Deloitte Digital I led the Customer Experience & Product Strategy team, served as COO for Customer Strategy and Chief of Staff to the Head of Retail — ranked in the top 5% of my cohort five years running. I launched products into new markets, designed loyalty propositions, and coached CxOs through their first 180 days. Strategy stopped being slideware and became something you ship.
Then I crossed to the other side of the table.
I moved from advising to owning: leading customer experience and transformation for one of the Middle East's largest retail groups — 70+ US and UK brands, run across 13 Middle East markets, like Starbucks, Victoria's Secret, Shake Shack, Chipotle, American Eagle Outfitters and Alo Yoga. When it's your P&L, your teams, your customers, you learn what advice actually survives contact with reality. That's the perspective I now bring to every client.
Now I'm building — and sharing everything I've learned.
Through my consultancy, Growthcraft, I help businesses find and fix the thing holding back their growth. And through my YouTube channel, I've helped a community of 17,000+ people get unstuck, get promoted and grow careers they're proud of. Same question, two audiences: what do you actually want — and what's stopping you?