_who we are
Scaling innovation across borders with expertise and passion since 2015.
The Founder's
Edge
Known as an accomplished transformational multi-channel Chief Marketing Officer, Customer Officer & Commercial Director with global brands across the Middle East, SE Asia, China, and throughout Europe including Scandinavia, France, Italy, UK, and the DACH countries.
My 'innovative' approach and interim CMO distinction has pioneered Board-level marketing, digital & private equity "professional interims" across industries. With 20+ leadership roles delivered and 8 years of consumer brand marketing and general management experience at British Airways, Global X-Games, Burger King, and Qatar Airways, I bring a unique perspective to transformation challenges.
A global
transformation
collective
We are a globally-focused marketing management consulting firm, born out of a genuine need to create impact. Our expertise lies deeper and smarter than programs.
We come from a heritage of big enterprises and true power domains, and are better. In fact, we have delivered over 20+ leadership transformation initiatives across multiple industries, including aviation, real estate, sports, and food & beverage. Our team's diverse cultural background brings the wisdom of the market to bear on every challenge, enabling organizations to thrive in today's complex landscape.
Real transformation is rarely manifested through a slick deck and campaign-based consulting of a traditional firm. True transformation occurs when we begin to examine the processes that lie within an organization and enhance them, one decision at a time.
The boring facts
Numbers that we're proud of, yet humble about.
Our Core Values
Coaching Mindset
At heart, I am a coach who loves to crunch numbers. I know how to deliver messages that resonate with targeted audiences, transforming complex data into compelling narratives that drive action.
Team Excellence
My fundamental asset is building and managing commercial B2B & B2C teams across diverse cultures. With a humble approach, I ensure team members develop to their fullest potential, creating best-in-class performance that delivers exceptional results.
Cultural Intelligence
Having worked with multicultural teams across four continents, I bring a unique ability to navigate diverse business environments, adapting strategies to local contexts while maintaining global standards of excellence.
Visionary Leadership
My colleagues and team members would describe me as a motivating, visionary, and inspiring leader who combines strategic insight with practical execution to drive transformational change.
A problem that deserves to
go away
For almost a century, service-grade studies focusing on the success of projects, transformations or organizational change have been consistent. The metrics are simply staggering—approximately 70% of all conceived initiatives—creating the impact they were intended to make. Or put differently, that even after decades of trial and error, trillions of dollars invested, we still fail more frequently than we win. That is a business phenomenon. It is financially insanity. That's human persistence. It's time to change that.
Traditional approaches to transformation aren't cutting it anymore. Our combined decades of experience in multinational and global enterprises has afforded us a unique position to rethink conventional wisdom around projects, plans, and leadership teams and all the people involved. And one easy qualifying to them despite them all? Humans.
We believe that organizations have the agency and the capacity to bank on the challenges of making a transformation successful—to move from being at the mercy of statistics to being at the helm of engagement and creativity. To move from being victims to the challenges thrown at us, to be the challenges.
Our approach
Research & Analysis
We begin by deeply understanding your brand, market position, and audience through comprehensive research and competitive analysis. Our data-driven methodology uncovers insights that others miss, giving you a competitive edge in even the most challenging markets.
Strategy Development
We craft smart marketing strategies tailored to your specific goals, ensuring alignment with your business vision and optimizing your market impact swiftly. Drawing on experience with global brands like British Airways and Qatar Airways, we bring enterprise-level strategic thinking to organizations of all sizes.
Implementation & Optimization
Our teams execute with precision through multichannel approaches, measure performance, and optimize tactics to enhance your marketing initiatives across all touchpoints. With expertise in both B2B and B2C environments, we deliver messages that resonate with your target audience, driving measurable business results.
Transformation Leadership
Our interim CMO and leadership solutions provide immediate impact for organizations in transition. With 20+ leadership roles delivered across diverse industries, we specialize in rapid assessment, strategic redirection, and building high-performing marketing teams that sustain success long after our engagement ends.
Join Our Journey
We're always looking for talented individuals who share our passion for transformation and innovation. Reach out to explore how we can create extraordinary.
