Complexity is just
clarity waiting
to happen.

I started my career at 16 in an accountancy practice — learning the basics of how money moves through a business. Unglamorous, detailed work. I loved it. Not because I wanted to be an accountant, but because I was fascinated by the way a business's finances tell you everything about how it's actually running.

From there I moved into commercial analytics and operations — Kepak, Yodel, TransUnion. Post-merger chaos. Legacy systems. Teams working hard but not smart. Every single time, the job was the same: walk into the complexity, find the signal, and build something that holds.

My ability to cut through complexity isn't a learned skill — it's a coping mechanism I've spent twenty years turning into a superpower. When something is tangled, overwhelming, or unclear, my instinct is to map it, understand it, and make it simple.

At TransUnion I redesigned a sales cycle and cut it from 49 days to 18. At Yodel I built an analytics function from scratch and found major revenue silently leaking. Across dozens of projects I've helped companies reduce costs by 25%, improve conversion by 30%, and grow revenue by 15% to 150%.

The numbers are real. But the thing behind them is always the same: someone needed to see the whole system clearly, and most people inside a business are too close to it to do that.

In 2018 I left corporate and went out on my own. The work was good. The results were real. But I wanted proof I could build, not just advise. Credibility through doing, not just consulting.

So I started putting skin in the game. I became a shareholder and COO at Her9. And I became majority shareholder, CEO and COO of The Naked Doula — taking an influencer brand with a loyal following and building it into a business that stands on its own.

My two girls know what I do. We talk about the businesses I work with — what problems they're solving, who they're helping, why it matters. That's part of their education, and part of mine. I home educate them from our home in the Lake District. Everything I build — professionally and personally — comes from the same belief: trust the process, create the conditions, get out of the way.