Sep 2022 – Present · 3 yrs 6 mos · Greater London

• I work with mid-senior Big Tech professionals making career transitions that carry real weight — new companies, new sectors, first moves outside FAANG, or re-entries after a break.
• My approach is diagnostic and direct. I help clients pressure-test decisions, sharpen their positioning, and translate their authority into unfamiliar systems. But the reason I do this work is simpler than the method: I believe the right role changes everything, and too many smart people stay in the wrong role for too long.
• Core offers: 1:1 career strategy (Land & Thrive) and 6-week hybrid cohort (Ready to Land)
• Clients come from companies like Amazon, Microsoft, and Google — and land at organisations including Adobe, Cisco, Square, and high-growth startups. Often with stronger comp, sharper positioning, and a move that actually makes sense for what's next.

Sep 2021 – Oct 2023 · 2 yrs 1 mo · Greater London

• Coached hundreds of experienced professionals through Amazon's behavioural interview process — Leadership Principles, STAR structure, Bar Raiser dynamics. Helped candidates at L5–L7 translate cross-industry experience into Amazon's specific evaluation framework.

Aug 2021 – Jun 2022 · 10 mos

• Led UK product marketing for Prime — one of Amazon's highest-saturation, most-loved consumer brands. Defined strategy to acquire hard-to-reach customer segments, re-engage lapsed members, and optimise the onsite experience for existing subscribers. Built test-and-learn frameworks to identify new off-Amazon marketing channels when traditional acquisition had plateaued.

May 2019 – Aug 2021 · 2 yrs 3 mos

• Product marketing and go-to-market lead for the Fire tablet portfolio across 5 EU markets, covering 200+ SKUs including the full Kids' device line. Owned messaging, pricing strategy, assortment recommendations, and both online and offline marketing execution. Defined the EU-specific visual identity and messaging framework within Amazon's global brand architecture. Led research programmes to refine customer segmentation, understand purchasing behaviour, and build use cases that resonated with European audiences. Drove conversion improvements through a structured testing roadmap for product detail pages and digital placements.

Feb 2017 – May 2019 · 2 yrs 3 mos

• Led the effort to scale Fire TV's marketing organisation and go-to-market process during a period of aggressive expansion. The team grew from 2 products in 4 countries to launching a new business line (Fire TV Edition TVs), 4 new countries, 5 global product launches, and 3 major software releases.
• Used customer research to launch a streamlined device onboarding programme across the product category, reducing asset development time by 25%. Operated as a connector across Amazon's device organisations — sharing best practices, breaking down silos between product teams, and improving overall go-to-market agility.

Aug 2015 – Feb 2017 · 1 yr 6 mos

• Built and ran the onboarding and ongoing training strategy for a 95-person field sales team.
• Reduced classroom induction time from 24 hours to 8 and launched Amazon's first product-training app to drive offline sales readiness. Partnered with a 3P app supplier to ship a beta to 100 users within 5 days — the app hit a 69% NPS after a 30-day trial. Post-launch, weekly engagement averaged ~70%, up from 37%. Used journey data and user feedback to iterate content and expand engagement across stakeholder groups.

Apr 2014 – Aug 2015 · 1 yr 4 mos

• Defined and built the first scalable offline retail training programme for Amazon devices — covering Fire tablets, Fire Phone, Fire TV, Echo, and Kindle across the US, UK, and Germany. Grew training reach by 300% with key retail partners by focusing on brand advocacy and product value propositions at scale. This was the role that brought me from Microsoft to Amazon — initially to prepare offline retail for the Fire Phone launch, which became a masterclass in adaptability.

Oct 2012 – May 2014 · 1 yr 7 mos · Redmond, WA

• Drove sales enablement for the launch of Office 365 — Microsoft's new-to-world subscription model for Office. Delivered 75,000 Office accreditations and 400,000 course completions worldwide. Partnered across the org to address real-time launch headwinds with demo videos, social content, blog posts, and incremental training. Designed rapid feedback mechanisms that were later adopted cross-product. This was my entry into Big Tech — a role that valued my retail and training background in ways I hadn't expected.

Nov 2008 – Oct 2012 · 3 yrs 11 mos · Alexandria, VA

• Managed a team of 4 remote curriculum designers and trainers. Grew training attendance by 150% through targeted B2B marketing. Improved member onboarding and engagement — 300% increase in outbound communication, 5% lift in core programme adoption, 3% improvement in year-over-year retention. The skills I built here — translating complex information for diverse audiences, building scalable training systems, leading remote teams — became the foundation of my Big Tech career.

Oct 2006 – Sep 2008 · 1 yr 11 mos

• Frontline retail leadership. Managed a team, hit targets, learned to read people and situations quickly. Every career strategist should have a chapter where they sold something face-to-face — this was mine.

Aug 2004 – May 2006 · 1 yr 9 mos

• Taught while completing an MA in European History. The analytical rigour and communication discipline from academia still show up in how I approach career strategy — I think in systems, patterns, and structural incentives because that's how I was trained.