Helping premium and luxury brands unlock growth, especially in the US
Strategic Advisor & Commercial Leader
I’ve built brands, businesses and routes to market in the premium and luxury sector, primarily in wine, drinks and experiences. I’m known for a fresh perspective that uncovers opportunities and for pitching and closing deals. UK-born, I’ve lived and worked in France, Australia, Argentina, the UK and now the US, mostly in global roles. Agility comes naturally to me: I move fluidly between analytical and creative thinking, the big picture and the details, across markets and cultures.
California-based, ideally positioned for clients seeking accelerated US growth
Led international sales and marketing for premium brands, building the US into a #1 market
Chief Commercial Officer at Finca Decero (2007–2024), in-house, then retained with board participation throughout, taking a billionaire-owned, three-brand estate to world-class status, with multiple Wine Spectator Top 100 recognitions
Principal, Strategy at Activequity (fractional, 2025–present), helping pioneer an industry-first distribution model that brings premium wine’s route to market in line with other luxury goods
Startup success: built Distinguished Vineyards (Australia) and Finca Decero (Argentina) from the ground up and joined Activequity (Europe) pre-revenue, now on track for £250m in revenue by the end of 2026
Conceived, created and commercialized world-first wine concepts
Thought leader and storyteller: expressing new perspectives in ways that resonate, from speaking on industry panels and at symposiums to revealing leadership insights through wine metaphors and writing award-winning songs
KEDGE Business School (France), MBA, AGSM (Australia). Languages: business French, conversational Spanish
What I Offer
Confidential advisor: a trusted sounding board for founders, owners and CEOs of premium wine, spirits, coffee, tea and luxury experience businesses navigating growth and transformation
Board roles: a commercial and international perspective in the boardroom
Revenue generation: pitching, presenting and closing the deals that open markets or unlock new business
Brand elevation: reframing how your brand is seen, using the wine playbook of provenance, exclusivity, experience and authentic storytelling to build luxury value
Commercial leadership: strategy and senior direction across sales, marketing, distribution and growth
What I Bring
Thought leadership: creative, innovative thinking grounded in strategy, shaping compelling ways forward that win buy-in
The forest and the trees: big-picture vision with an eye for the details that matter
Intellect meets instinct: an analytical business mind and a creative one, both always in play
Proven track record: built businesses and routes to market from startup to scale and grew brands in the US, one of the world’s most complex distribution markets
“The Closer”: nicknamed by a US importer for getting deals done
Flexibility: as an advisor or fractional leader, on a retained or project basis