About
The thinking behind Brand Unlock
Strategic brand clarity built on 25 years across corporate leadership, consultancy, and founding a brand from zero.
Strategic brand clarity built on 25 years across corporate leadership, consultancy, and founding a brand from zero.
“I’ve spent 25 years advising brands how to grow. Then I built one myself. What I learned from doing it is the thing that changes the conversation.”
25 years building brands across major corporations and founder-led businesses. I’ve led brand strategy for household names and managed full P&Ls across some of the most recognised brands in Ireland and the UK.
In 2022 I founded Wild & Free — Ireland’s first luxury outerwear brand for women — building everything from positioning and pricing to channels and community.
That combination — board level corporate rigour, consultant diagnostic expertise, and real founder experience — is what I bring to every brand engagement. You’re not getting theory. You’re getting someone who has done exactly what you’re trying to do.
‘I wasn’t starting over. I was starting with everything I’d earned.’
Every engagement starts with a free 20-minute discovery call. No pitch. No obligation.