Headshot of a man with short, light brown hair, a reddish beard, and fair skin, wearing a rust-colored jacket over a white t-shirt, smiling softly against a gray background.

Meet your retail media sidekick

👋 Hi, I’m Phil — founder of thirdSHELF, a consultancy helping FMCG brands turn killer ideas into impact at shelf.

I step in when you’ve got a strong consumer plan but no clue how to land it in retail, making sure your BTL isn’t just a copy/paste of ATL.

I connect the dots from trade sell-ins to disruptive retail marketing strategy so you actually shift some stock.

After 15 years across the shelf - Glade & Toilet Duck at SC Johnson, Cadbury & Philadelphia at Mondelez, Retail Media at WH Smith - I know what flies.

thirdSHELF was built for brands that need sleeves-up, commercially-savvy support, slotting in where you need firepower most: between the big idea and the shelf it needs to fly off.

Strategy should be sharp and execution simple - let’s keep it that way.

Brands I’ve backed in-house

From global giants to local heroes, I’ve shaped what shoppers see on shelf. Now I show this to challengers.

cadbury logo chocolate
vit hit logo vitamin drink low calorie
A logo for ACTIVH with purple text, a blue water droplet, and the tagline "HEALTH THROUGH HYDRATION" in blue.
Toblerone logo with large red and yellow text on a black background.
lipsmacker
Lego figure of a man in a red suit and black hat, waving, with the name 'TAYTO' written in large blue and white letters below.
Text that reads 'N!CK'S' in large, bold, pink letters with an exclamation mark replacing the letter I.
The logo of Trebor, featuring the word "TREBOR" in green and white letters with a red star inside a circle in place of the letter "O".
Silhouette of a person running through a forest with trees
Bold white text spells 'CHEEZIT' with a cheese cracker snack embedded in the letter 'Z' on a black background.
Close-up of a portion of the Pepsi logo with green, red, and blue coloring.
The word "BEAUTYPRO" written in large, bold, black text on a white background.
Logo of Philadelphia beer brand with the words 'Original Philadelphia' in a circular design, blue and red text.
Mr. Muscle character with sunglasses, wearing a white lab coat and orange shirt, pointing forward with the Mr. Muscle logo below.
Colorful Oreo logo with white letters and blue outline on a black background.