I drive go-to-market and commercial strategy in US Retail for Huel, helping the team make investments that accelerate growth and scale efficiently

I bring 11 years across finance (leveraged finance at Wells Fargo, valuation analysis at Upfront Ventures), marketing consulting at RedSky Strategy in LA and NYC (survey-based marketing frameworks for Fortune 500 and scaling brands), and operator roles at Huel, Your Super, and Soda Labs.

At Huel, I lead the reporting leadership uses to track retail performance, connecting analytics to insight so trade spend works as hard as it can.

What that looks like in practice: analyze retailer data to find where demos drive lift, connect to how people shop the channel, and sequence trade spend to match. Trial is one of the biggest barriers for consumers; the goal is removing it efficiently.

AI is a tool I integrate into my workflows. I maintain a perspective on what 'good' looks like, then use AI to get there faster.