The Numbers
Engagement One
The brief: make the business worth more, commercially. I served as board advisor and business manager for twenty-two months — the longest engagement on this page.
The work: I took charge of the brand and the commercial model together, because they were the same problem. Repositioned the business for ultra-high-net-worth clientele and rebuilt the marketing around it — a sharper proposition, an organic content and email engine, and the brand discipline to make a repriced product credible. Alongside it: repricing, commission structure from 5% to 10%, and operating budget from over £130k to under £100k.
The numbers: from a loss-making year to £260,000 in commission on £2.6m of transactions, and six-figure net profit in the first operational year of the new model. Sales up 75%+. Cash position up 143%. Spend cut 30%. Client engagement 13.5% against a 3% sector norm; email click rate 15.3% against a 1.9% retail benchmark — organic, zero paid media.
Why it's first: no sponsorship, no sport, no paid media. Brand and marketing, run by someone accountable for the P&L. This is the work.
Engagement Two
WPGA Women's Masters & North West Masters
The brief: two flagship PGA and WPGA championships, one commercial and media strategy, concept to signed contracts.
The work: built the sponsorship architecture, negotiated the multi-year agreements, and ran the brand and media so the events looked as good as they performed. Designed sustainability initiatives that moved both events toward a net-zero model — opening sponsor categories that had not previously been available to them.
The number: six-figure multi-year sponsorship revenue for national sporting bodies.
Why it matters now: women's golf is the fastest-appreciating asset in the British game, and most rights-holders in it are commercially under-built. I have already done this work at championship level. I would rather do more of it.
Engagement Three
The Players Tour
The brief: give a PGA-affiliated tournament series a commercial structure worthy of its name.
The work and number: designed the sponsorship framework that secured five-figure revenue and lifted the tour's national profile. It confirmed the principle everything since is built on — sponsorship sticks when it's rooted in a narrative partners actually want to be part of.
