I build practical AI systems, products and growth workflows.

I've spent my whole career in D2C, always close to founders, always building things alongside the commercial work.

In 2020 I co-founded No Ordinary Moments with a £20k investment and built it toward £1M in total revenue. Growth was slow and deliberate at first: getting the brand right, understanding the customer, finding the product that resonated. Then in 2023 the flywheel clicked. Meta ads scaling at a profitable CAC, a brand identity we'd spent real time crafting, a sleep product that found its audience. NOM now runs at close to £400k annually and I own a meaningful stake in what we built.

Alongside NOM I joined Butter and Crust as Head of eCommerce. In twelve months we doubled revenue from £1M to £2M ARR. CAC dropped from £30 to £20. LTV grew from £120 to £140. It was a lot of small things done right and compounding: brand, landing pages, email flows, paid acquisition, relentless testing.

Throughout all of it I kept building tools alongside the commercial work. A CS automation that replaced hours of manual email. A custom cart and bundle builder that cut app costs and improved conversion. An iOS app shipped to the App Store. That combination of commercial instinct and building is where I work best and where I am going next.