Rare Thinking

Fractional Chief Commercial Officer

Bringing commercial rigour to consumer and retail businesses, aligning growth, margin and execution without the cost or disruption of a full time CCO

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the problem

When commercial complexity starts to slow you down

Many consumer and retail businesses reach a point where growth, margin and execution stop moving in sync.

Despite strong teams and plenty of data, decisions become fragmented, trading turns reactive and leadership bandwidth gets stretched.

Growth is there, but margin keep deteriorating

Commercial decisions feel disconnected across teams

Too much data, not enough clarity

Trading becomes reactive rather than controlled

Leadership teams lack commercial bandwidth

the solution

Fractional Chief Commercial Officer

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I work with CEOs, boards and PE backed leadership teams as a fractional Chief Commercial Officer, typically 1–2 days per week.

The role brings clarity, alignment and commercial rigour. Embedding with leadership teams to ensure strategy is translated into confident, data-led decisions and consistent execution across the business.

This is hands on leadership, focused on outcomes rather than theory.

Commercial strategy and operating cadence

Data-led decision-making and trading discipline

Designing future-fit commercial operating models

Revenue growth, margin control and pricing effectiveness

Alignment of commercial, marketing, product and supply functions

Strengthening leadership capability and decision quality

90-DAY OUTCOMES

What changes in the first 90 days?

While every business context is different, my initial engagement typically delivers rapid improvements in clarity, confidence and commercial control.

Clear commercial priorities and decision rhythm

Improved margin control and trading discipline

Better use of data to inform commercial decisions

Reduced reactivity, with stronger strategic focus and execution

More aligned leadership teams with commercial headspace restored

Capability and commercial tooling review

EXPERIENCE & PERSPECTIVE

I am a senior commercial leader with over 20 years’ experience operating across global, omni-channel consumer and retail businesses, including obtaining a first class MBA.

I have held end-to-end accountability for commercial strategy and execution, managing ~£1bn P&Ls, leading large multifunctional teams and navigating complex environments spanning growth, customer, margin pressure, transformation and technology change.

A background that combines strategic leadership with hands-on operational delivery. Translating commercial strategy into disciplined execution, supported by data-led insight and digitally enabled operating models.

I work extensively with founder-led businesses, executive leadership teams and PE backed boards, bringing commercial rigour, clarity and momentum during periods of scale, transformation and transition.

Today, working fractionally with organisations that need senior commercial judgement and leadership, without the commitment or disruption of a permanent executive hire.

How I work

Working with boards and leadership teams

I work closely with CEOs, boards and senior leadership teams to shape and execute commercial strategy. Bridging the gap between ambition and delivery.

I operate as a trusted commercial partner, contributing at board level while embedding with leadership teams to drive change where it matters most.

This approach allows organisations to move faster, make better decisions and sustain performance through periods of change.