Fractional Commercial Director · Wholesale & Buying specialist
Helping Founder-Led Brands Build Profitable Wholesale Businesses
Over Fifteen years in buying, merchandising and wholesale — at Ralph Lauren, Coach, Tommy Hilfiger, and most recently as Head of Wholesale at Strathberry. I know how your collection looks from the buyer's side of the table. That's what makes the strategy work. Now specialising in wholesale strategy, international expansion and commercial growth for premium fashion and lifestyle brands.
over 15 Years’ Experience in Buying, Merchandising & Wholesale
UK · Europe
North America
APAC · Middle East
+60% Wholesale growth
delivered
15 YEARS ACROSS GLOBAL BRANDS
Strathberry
|
Coach
|
Ralph Lauren
|
Lalage Beaumont
|
Tommy Hilfiger
|
Jack Wills
|
Hunza G
|
Strathberry | Coach | Ralph Lauren | Lalage Beaumont | Tommy Hilfiger | Jack Wills | Hunza G |
How I Can Help
Senior commercial support, without the full-time hire
Flexible, hands-on support for brands at a pivotal stage of growth—whether you need a clear wholesale strategy, stronger processes, international expansion or experienced leadership through change.
Wholesale Strategy & Growth
Growing a healthy, profitable wholesale business through selective and strategic distribution.
Channel and market strategy
Account segmentation and tiering
Revenue, margin and pricing architecture
Partner acquisition
Market & Showroom Readiness
Walk into the appointment with everything a buyer needs to place an order.
Season planning and appointment strategy
Showroom merchandising
GTM decks, line sheets and order forms
Sample management
Product Strategy & Range Planning
Building collections that remain true to the brand while driving sell-through.
Category and style-level performance review and seasonal hindsights
Weekly trade reviews
Range architecture and assortment planning
Option counts and pricing review
Wholesale Operations & Logistics
Buidling the operational foundations for sustainable growth.
Critical path and GTM management
Forecasting, inventory and OTB
Sales reporting and trading rhythm
Cross-functional workflow
International Expansion & Market Strategy
The right markets, the right partners, in the right order.
Market prioritisation and entry strategy
Territory planning and route-to-market
Agent, distributor and retail partner development
Access to an established network of international buyers, agents, distributors and industry contacts
Commercial Leadership
Senior leadership while you hire, restructure or grow the team.
Interim Commercial Director or Head of Wholesale
Team design and recruitment
Coaching and PDPs
Board reporting
My experience spans both sides of the wholesale relationship.
Before specialising in wholesale, I spent my career in buying and merchandising. That experience means I understand how retailers evaluate product, manage assortments and make commercial decisions across a category.
When I look at a collection, I don't just see the product — I see how it fits within a wider assortment, where it creates value and whether it supports the commercial objectives of the retailer.
That perspective allows me to help brands build wholesale strategies that resonate with buyers because they're rooted in commercial reality, not just good intentions.
Throughout my career, I've built and developed relationships with many of the world's leading luxury retailers, including Harrods, Selfridges, Saks, Nordstrom, Neiman Marcus, Holt Renfrew, Printemps, and Ounass.
The Difference
Why work with me?
Ways to Work Together
Every business needs something different. Whether you're looking for a fresh commercial perspective, support with a specific project, or experienced leadership embedded within your team, I offer flexible ways of working designed around your priorities, pace and stage of growth.
Commercial Review
A focused review to identify what is working, where the opportunities are, and what needs to happen next.
I take a strategic look across your commercial performance, wholesale, product and operations to highlight opportunities, uncover barriers to growth and bring clarity to your priorities.
You'll leave with practical recommendations and a clear, prioritised action plan for the next 90 days.
Best for: brands that need clarity, direction or an objective commercial perspective.
Project-Based Consultancy
Focused expertise for a specific commercial challenge or growth opportunity.
For businesses that need hands-on support around a defined project, I can step in to develop the strategy and help turn it into action.
Projects can include wholesale strategy, international expansion, market preparation, product and range reviews, commercial planning or operational improvement.
The scope, deliverables and timeline are agreed from the outset, giving you experienced support exactly where it is needed.
Best for: brands with a clear project, challenge or opportunity they want to move forward.
Fractional Commercial Director
Senior commercial leadership without the commitment of a full-time hire.
I work as an extension of your leadership team, bringing experienced commercial direction alongside the hands-on support needed to deliver it.
From setting strategy and reviewing performance to developing teams, building wholesale and navigating growth, the role is shaped around the needs of your business.
This gives founder-led brands access to senior-level commercial expertise at the stage when a permanent Commercial Director may not yet be the right solution.
Best for: growing brands that need ongoing senior commercial leadership and accountability.
Not Sure What You Need?
That's completely fine. Every relationship starts with a conversation.
We'll talk through where your business is today, what you're trying to achieve and where the greatest opportunities or challenges sit. From there, I can recommend the approach that will create the most value.
Typical Engagements
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Using buying and merchandising expertise, I help optimise your product offer to improve performance and profitability.
Product performance and category reviews
Range architecture and assortment planning
Pricing, option counts and seasonal strategy
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As wholesale grows, operational excellence becomes critical. I help establish the systems, workflows and reporting needed to support expansion.
Go-to-market planning and critical path management
Forecasting, inventory and sales reporting
Cross-functional processes and operational efficiency
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Providing strategic direction and hands-on leadership to help businesses navigate growth, change and commercial transformation.
Executive commercial leadership
Strategic planning and cross-functional collaboration
Ongoing support for sustainable growth and performance
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Deliver a seamless market experience. Whether it's your first market or you're refining an established process, I help ensure your collections, showroom and sales tools are fully prepared to maximise commercial success.
Market strategy and seasonal planning
Showroom merchandising and buyer journey
GTM decks, line sheets and selling tools
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Develop a clear wholesale roadmap aligned with your commercial objectives, brand positioning and international ambitions.
Channel and market strategy
Retail partner acquisition and account planning
Revenue, margin and pricing strategy
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Identify the right markets, partners and route-to-market strategy to support sustainable international growth.
Market prioritisation and entry strategy
Distributor and retail partner identification
Territory planning and launch support