I build brand and marketing systems that create, capture, and cultivate demand.
Motivation is short term. Perception compounds. Change how someone sees something and you change how they understand it, talk about it, act on it and choose it.
— THAT IS THE WORK I HAVE BUILT MY CAREER AROUND.
The penny dropped for me early in my career while I was selling gym memberships. I quickly realised that people rarely just buy a membership, an offer, or a discount.
They buy the shift it represents, whether that is confidence, progress, identity, status, belonging, or relief from a problem they have carried for too long. They are buying a version of themselves they want to become.
THEY ARE NOT BUYING THE THING. THEY ARE BUYING —
Once I saw it, I started seeing the exact same pattern everywhere, regardless of industry. It’s why I treat brand and marketing as a single demand function designed to create, capture, and cultivate that exact market interest.
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.
The same method, carried further. Brands I have run in-house, ventures I’m building, and work delivered through consulting.
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 Writing on brand, perception, commercial growth and the reality of building marketing inside a business. Less theatre. More useful thinking.
