Each challenge has been different in context, but similar in intent: to strengthen the brand, improve how growth works, and leave the business in a better position than when I joined.

That has meant building brands that people respond to, expanding how demand is created and captured, and delivering both immediate results and long-term value. It has also meant creating the conditions for teams to do their best work and bring ideas to life at pace.

What connects the work is a consistent approach to growth - one that combines creativity and insight with commercial discipline, and brings brand, acquisition and retention together into a more effective, integrated system.