Transforming
FMCG
Business Growth
Elevating Commercial Performance
+£110m NSV
&
£44m Profit Achieved to Date
Modern & Progressive FMCG Partner
Unlocking Sustainable Growth
INTERIM OR CONSULTANCY
I help organisations unlock their next phase of sustainable growth by elevating commercial capability, building high-performing leadership cultures, and transforming teams from within.
By blending authentic people-first leadership with deep commercial strategy expertise, I partner with businesses to create strategic plans, behaviours, and mindsets that deliver measurable commercial impact - Investment Return Guaranteed.
Elevating Commercial Capability
High-Performing Leadership Cultures Resulting in Growth
Strategic Change Expertise
Capability Systems Creation for SME or Corporates who just need Fresh Thinking
Revenue Growth Management
Accelerate your Core Business Driving Top & Bottom Line Performance
Commercial & Account Management Expertise
Business Transformation through a Proven Unique Model
Behaviour and Mindset Transformation
Sustainable Growth Strategies Delivered through People
Commercial Capability Building That Sticks
Perm, Interim or Fractional Commercial Roles
Strategic Growth Acceleration
1:1 Executive
& Commercial Coaching
A Customised Commercial Capability Programme for your organisation, embedding processes & practices across:
Core Account Management
Revenue Growth Management Launch
Strategic planning
Channel strategy
People & leadership capability
A rapid 6–12 week sprint that diagnoses gaps, aligns strategy and people, and delivers implementable commercial plans.
When it's the perfect or unexpected opportunity for your organisation to welcome an experienced and highly capable Senior Commercial Leader for a fixed-term contract.
Your Organisation will have the confidence that Results and Customer Engagement need accelerating
I work with businesses to challenge thinking, sharpen strategy, and unlock new opportunities (+£116m of NSV Growth career to date).
January 2026
Understanding Macro Trends, Consumer Trends alongside Retailer Strategies then Identifying growth levers through my unique Model. Resulting in designing Commercial Strategies that will unlock Significant Growth
People-first approach with an authentic way to lead others.
I'm available for any industry colleague who needs clarity, confidence, and a trusted thinking partner to talk with.
I've led cultural and commercial transformation, built high-performing teams with confidence, and understand that sometimes people just need a confidential chat to help navigate their thoughts.
Who I Partner With
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FMCG scale-ups seeking commercial maturity, go-to-market capability, or simply needing an Interim Snr. Commercial Support
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Organisations looking for a permanent or fractional Commercial/Sales Director
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Established brands needing cultural rejuvenation, strategic reset or function assessment
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Founders and CEOs wanting a trusted commercial and people-growth advisor
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Global organisations seeking capability standardisation and change leadership and not looking for a multi-£m consultancy firm
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International/Global Business looking to establish within GB&I
Success Stories
Satisfaction and Success
Success Story #1
Creating a First of Its Kind Commercial Strategy, building a Team and Modernising the Culture to step change Performance
One of Craig’s most significant contributions was initiating, establishing, and helping deliver the County FA’s first-ever Commercial Strategy described directly by the Chair, Professional as “ground breaking… the first in the history of the County FA.” This strategic framework became the blueprint for a modernised commercial culture, reshaping how the organisation approached partnerships, revenue generation, and brand visibility.
He not only delivered structural change; he also played a key role in bringing about cultural modernisation, elevating professionalism, external engagement, and strategic thinking
Success Story #2
Transforming Performance and Commercial Capability
Craig joined McCain GB&I, the business was at a critical point needing NEW profitable growth, continued customer engagement, and a step-change in commercial capability. Over just two years, Craig led a transformation that delivered +£27m in Net Sales Value and a 12% increase in gross margin, reshaping the trajectory of the business into new Channels, GB Retail and within the UK & Ireland.
Beyond the numbers, Craig drove major cultural change, shifting the GB&I Leadership Principles towards accountability, collaboration, and Behaviour Change through a cross functional Influencer Group. His leadership style—clear, empowering, and focused on developing people—elevated capability across the organisation.
Success Story #3
Building & Leading a £450m Commercial Strategy Portfolio and Strategic Transformation
At Müller, Craig held multiple strategic leadership roles across the Commercial organisation including Head of Revenue Growth Management, Head of Grocery & E-commerce, Channels & Impulse, and earlier core account management giving him end-to-end ownership of the commercial strategy for a £450m NSV portfolio spanning all major channels.
In his role as Head of RGM, Craig led a senior team of four and built the GB&I commercial strategy, introducing commercial frameworks that fundamentally improved business-wide profitability. This included restructuring a wider commercial team of 25 to build future capability and creating a new Foodservice “Cost & Profit” sector range that delivered +22% profit growth in Discounters and +66% in Out of Home.
Craig’s ability to integrate strategy, capability building, and execution made him a central driver of Müller’s commercial transformation strengthening channel performance, improving mix and margin, and embedding a more consistent, future-ready commercial operating model.
Ready to Accelerate Your Growth?
Get in Touch
