When I moved to the US in 2009, working in the Sports Betting industry, it was meant to be for 6 months. I never imagined I’d be here 16 years later, married with two kids, helping CPG founders..…

After qualifying as a CPA with Ernst & Young in the UK, I moved into the sports betting world, drawn by a love of sports and a fascination for the psychology of gamblers.

I’ve always loved the challenge of prediction, whether it’s understanding customers behavior or mapping out the next 5 years of a startup’s growth.

Strategic finance lets me do exactly that.

I found my way to CPG in 2018 when I was asked to help build out the plan for a new soda company, Olipop. I thoroughly enjoyed working in an entrepreneurial environment and that project led to many others, and I haven’t looked back since.

So these days, I help founders see around corners.

If you’re a highly analytical founder, you probably don’t need me. But if finance feels like the most stressful part of your business, I can help bring calm and clarity. I focus on simplifying complexity, coaching founders on the numbers, and making sure they stay focused on what truly matters. My style is low-stress, collaborative, and built to scale with you.

While I’ve worked across various industries, I’ve found I’m mostly drawn to beverage companies, especially those navigating the unique challenges of growth across the US and UK.

Outside of work, I’m a dad to two young kids who keep me active and humble. I’m a passionate football (soccer) fan and a long-suffering Everton shareholder which has taught me a thing or two about resilience. I used to play rugby, love to travel (40+ countries and counting), and enjoy learning from new places and people.

Want to know what it’s like to work with me? Check out my testimonials to hear from some founders and teams I’ve supported.