I work with a small number of founders and leadership teams at a time, on positioning, operating models, growth architecture, and the decisions that only come around once. The perspective of someone who has built businesses, worked alongside fundraising chapters, operated inside growing teams, and is now building again.
Twelve years of senior brand and growth work — learning it since a Singapore hotel floor at fifteen.
Singapore, Hong Kong, Melbourne, Dubai, Vancouver, London. Pattern recognition that travels.
Luxury, retail, real estate, hospitality, healthcare, fintech, art and media.
FINCA Social Club and BINX Creative. Built, not advised on.
Most founders I work with arrive with some version of this.
A lot of activity, but nothing compounds.
A brand people admire, but can't quite place.
Offers and channels that compete instead of reinforcing each other.
Growth that still depends entirely on you.
Messaging that changes every quarter.
A team busy executing without a shared strategy.
Sustainable growth doesn't start with a bigger budget or more output. It starts with structure, clear positioning, a defined audience, and a system connecting them. Without it, even the most brilliant idea stalls.
A strategic partnership at the level of the people running the business. We work on the real questions, the market claim, the operating model, the next round, the move you only get one shot at.
Not coaching. Not a freelancer executing a brief that's already written. Not "more marketing." The work is to define what needs to exist, then build the system that holds it.
One practice, six disciplines, brought to bear on the question in front of you.
I see the pattern. Then I build the system.
Different moments require different levels of involvement. Sometimes the need is clarity, sometimes the structure must be built, sometimes the founder needs an experienced mind close to the business over time. Three principal forms of engagement.
Two lighter ways in. The Positioning Pressure-Test — one 90-minute working session, £450: your positioning either survives a hostile question or it doesn't, and either way you leave knowing which. And for pre-scale founders, Foundations — five sessions across six weeks, £2,400, from positioning to a designer-ready brief and go-to-market sequence.
| Structure Review | Strategic Build | Advisory Seat | |
|---|---|---|---|
| Best for | An unclear constraint | A consequential build | Ongoing leadership needs |
| Involvement | Focused | Hands-on | Embedded advisory |
| Typical length | Two weeks | Three weeks | 6+ months |
| Investment | £4,500, fixed | From £6,500 | From £8,000 / month |
| Main outcome | The constraint named + a 90-day plan | A built strategic system | Better decisions over time |
Focused strategic and creative systems for businesses that already know what they need. A component of the work, never the whole of it.
Beyond client engagements, a limited amount of direct work with people and rooms.
The vision is stronger than the current structure. The business has become difficult to explain. The brand no longer reflects the level of the work. Growth is creating complexity. The founder is carrying too much personally. The next chapter needs consequential decisions made well.
Isolated production tasks with no strategic context. High-volume social posting. Performance-marketing execution only. An outsourced junior marketing department. Projects where the key strategic decisions have already been closed.
Michelle brought high-impact initiatives… a tremendous asset to any marketing team.Liad Amit · Co-founder & CMO, Sharegain
Which structure problem is holding your growth back? A short diagnostic and the first move, plus The Eight, the weekly letter on brand, growth and taste.
Free. Eight questions. Two minutes.
A limited number of advisory engagements at any time · Enquire →