Head of Brand & Marketing at
Good marketing changes perceptions.
It helps people understand what a brand offers, why it matters to them and where it fits into their lives. That understanding shapes whether they remember it, trust it and choose it.
THE THINKING I BRING TO THE BRANDS I WORK ON.
Selling gym memberships taught me to look beyond the thing I was selling. People wanted somewhere to train, but their reasons for joining were personal: feeling more confident, making progress or finding somewhere they belonged.
Understanding that changed how I approached the conversation. It’s a question I still bring to my work: what does this mean to the person choosing it?
BEHIND A PURCHASE, THERE’S A REASON.
Across fitness, streetwear and workwear, I’ve kept asking the same question: what matters to the person buying? The answer shapes the product story, the campaign and the experience around it.
Led the brand strategy and development of connected B2B, D2C and Amazon channels, helping transform a traditional distributor into an own-brand workwear business.
Led the brand, ecommerce and marketing modernisation supporting the company’s next stage of growth, including digital trade ordering, partner acquisition and national sales enablement. Cottonmount and Xpert are the same transformation seen through different workstreams, and this B2B revenue sits inside the £4.12M digital total.
As the first full-time marketing hire, built the acquisition, email, conversion, content and launch systems that helped scale a purpose-driven streetwear start-up.
From workwear and wholesale to streetwear and fitness, I’ve built brands and commercial systems across very different markets, channels and buying behaviours.
Brands I’ve worked with in-house, through consulting and through projects of my own.
JUST ONE MORE RUN. My side project, inspired by Xpert’s people, products and personalities. A pixel adventure with flying work boots, competitive colleagues, coffee power-ups and Rupert.
PLAY JUMPING JACKO Think you can beat me?It started with a simple thought: what if the people, products and in-jokes around Xpert became a world you could play in?
I shaped the characters, visual direction and game experience, using AI-assisted development to bring it to life. Then came the testing: making the jumps feel right, giving the bosses personality, and adding a leaderboard worth chasing.
A small experiment in giving a brand another way to be remembered. And a very good excuse for a tea break.
MSC MARKETING · MCIM · BSC (HONS) SPORT & EXERCISE
Away from work, I’m a proud dad and I write about brand, perception and the reality of building something that matters. I care about the standard of the work, but also about making marketing useful, commercially relevant and honest.
“Jack has been a real asset to the business. He translates brand vision into clear, effective campaigns, combining creativity with structure. He understands the customer, supports the sales team, and aligns marketing with real commercial goals. Any business would be fortunate to have him.”
ROSS WILSON “Working with Jack has been an absolute pleasure. His management made the entire collaboration seamless. He set clear expectations and provided everything I needed to deliver easily. I highly recommend Jack as an excellent marketing professional for any project.”
KRIS BYERS “Worked with Jack across a couple of bigger branding projects for a high-end clothing manufacturer. Jack has an easy-going manner but shows a thorough approach in everything we’ve collaborated on. Deliverables were exactly what we’d anticipated, and that strikes me as a result.”
ALASDAIR McBROOM The work, the decisions behind it, and what I’m learning along the way.
