👋 Hi, I’m Phil

FMCG shopper marketing and retail media strategy challenge brands r

I help challenger FMCG brands decide where their marketing budget should go.

My 15+ year background spans shopper marketing and retail media on both the brand (Mondelez) and retailer (WHSmith) side, giving me a clear view of what actually influences decisions at the shelf.

Now I help challenger brands avoid wasting money on the wrong channels at the wrong time.

Why
this
works

  • I’ve sat brand-side and retailer-side

  • I understand how shoppers actually decide

  • I don’t sell channels or tactics

  • I help you decide before money gets spent

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.
Ritz logo on a blue background
Maynard's Bassetts logo with red background and white text
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.
Toilet Duck or Duck Logo with a cartoon duck with crossed arms, a yellow beak, and white feathers, blue circular background with the text 'It's Not Rocket Science, It's Duck Science' and a large red word 'DUCK' at the bottom
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.