Services

What I do

Theah works with retail, ecommerce, and marketplace businesses on two connected areas of commercial performance: what you charge, and what you stock. Engagements are typically fractional (ongoing, part-time) or project-based, depending on what the business needs.

Revenue Management & Pricing Strategy

Pricing, promotions, and markdown decisions are often made on instinct or inherited habit rather than data — a common gap in businesses that scaled fast before building pricing discipline. This service brings structure and rigour to how pricing decisions get made, and makes sure the strategy actually gets built, not just recommended.

What's included:

  • Pricing architecture — how prices are structured across the range
  • Competitive price benchmarking — comparing pricing by competitor and by brand, balancing competitiveness with brand price governance, so pricing stays sharp without damaging key brand relationships
  • Promotional strategy and cadence — when and how discounting happens, and what it's costing in margin
  • Markdown and clearance strategy — moving stock without damaging brand equity
  • Demand and elasticity analysis — understanding how volume responds to price
  • Translating pricing strategy into product and tooling requirements — working directly with product and engineering teams through delivery, so the built solution matches the strategy

Background: six years leading revenue management and pricing at Farfetch, one of the world's largest luxury marketplaces, including a benchmarking strategy that balanced competitiveness against grey-market competitors with complex brand-governance requirements across a multi-brand marketplace; an embedded secondment on Waitrose's pricing and promotions team.

Strategic Range Planning

As businesses scale — particularly into new channels like marketplaces or wholesale — product ranges often grow organically rather than strategically, leading to overstocking in the wrong places, poor sell-through, and margin erosion. This service works alongside your existing merchandising and buying teams: they make the product and fashion calls, this ensures the range, stock, and margin decisions behind those calls are commercially sound.

What's included:

  • Range breadth and structure — how wide and deep the range should be, by category
  • Stock and sell-through optimisation — right-sizing buys against demand, managing aged stock before it becomes a markdown problem
  • Margin management — the numbers discipline behind promotional and markdown decisions
  • Working capital impact — how range and stock decisions affect cash tied up in inventory
  • Channel-specific range strategy — what should differ across owned site, marketplace, and wholesale

Background: Supply Planning Manager and Commercial Planning leadership at Farfetch; category and range strategy projects at OC&C Strategy Consultants.

How engagements work

Most engagements start with a short diagnostic phase — reviewing current pricing, promotional, or range data and decision-making — followed by recommendations, and optionally ongoing support through implementation.

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