Strategy Partner · Fractional CMO · Advisor

For the founders and challenger brands
ready to prove that purpose scales.

I don't just map the path — I lead the march. At critical inflection points, I embed with your team to drive growth from strategy through execution.

How to Work Together Start a Conversation

Businesses shape the future.
Every decision shapes how people live, work,
consume, and experience the world.

The most impactful organizations understand that growth and value creation move together. I help founders, leadership teams, and investors make the strategic decisions that turn ambition into sustainable growth.

Clarity creates momentum.

Who I Work With

The moment that
brings you here.

You're a founder, CEO or challenger brand at a critical juncture. The business is working — but the next move is too important to get wrong. Maybe growth is outpacing brand clarity. Maybe the team is misaligned on direction. Maybe you're entering a new market, repositioning, or facing a decision that calls for senior thinking and real execution.

The sector varies.
The mindset remains remarkably consistent.

Critical questions I help answer

  • Where should we focus?
  • Which opportunities deserve investment?
  • How do we differentiate?
  • How do we create meaningful value?
  • What will drive sustainable growth?

Former leadership roles at

Oakley The North Face Canada Goose Geox GANT

How to Work With Hugues

Four engagement
models.

Every engagement starts with a simple principle: understand reality before making decisions. Choose the model that fits your moment.

01

Strategic Advisor

Senior perspective.
When it counts.

An external strategic mind with operator experience.

Best for

  • Brand repositioning
  • International expansion
  • market entry decisions
  • Investor preparation
  • Internal alignment
  • Marketing at board level

Involvement

  • Monthly advisory sessions
  • Leadership workshops
  • Strategic reviews
  • Executive mentoring
  • Decision support

"An external strategic mind with operator experience."

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02

Fractional CMO

Marketing leadership.
Without the overhead.

Strategy translated into execution.

Best for

  • Scaling brands
  • Marketing structure and priorities
  • Team structuring
  • Launches
  • direct sales growth
  • Technology adoption

Scope

  • Marketing function leadership
  • Roadmap creation
  • Team management
  • Agency oversight
  • market execution

"Strategy translated into execution."

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03

Strategic Projects

Focused.
For critical moments.

Clarity for critical business moments.

Examples

  • Brand strategy
  • Go-to-market strategy
  • International launch
  • Customer journey redesign
  • Retail experience
  • Packaging strategy

Format

  • Defined scope
  • Focused project delivery
  • Workshop-led
  • Strategic deliverables
  • Implementation roadmap

"Clarity for critical business moments."

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04

Board & Growth Advisory

Brand and growth
at board level.

A brand and growth lens at board level.

Contribution areas

  • Growth evaluation
  • Brand value assessment
  • market entry risk assessment
  • Consumer and market trends
  • International market perspective

Audience

  • Investors
  • Boards
  • Leadership groups
  • Founder support
  • Revenue growth

"A brand and growth lens at board level."

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How I Work

Map. Learn. Lead.

01

Map

Diagnose before deciding.

Before any strategy is built, I map reality. That means understanding where the business actually stands — not where it thinks it stands. Market position, growth blockers, team alignment, brand perception. No assumptions.

You get: A shared, honest picture of where you are and what's at stake.

02

Learn

Build clarity before momentum.

Strategy built on unclear foundations breaks at the first inflection point. I challenge assumptions, surface the real question behind the presenting problem, and align the leadership team around a direction that holds under pressure.

You get: Strategic clarity, a prioritised direction, and a team aligned around it.

03

Lead

March, don't just map.

I don't hand over a deck and disappear. At critical moments, I embed with your team — as Fractional CMO, strategic partner, or board advisor — and drive execution from the inside until the work is done and the capability is built.

You get: Execution, accountability, and a team that doesn't need me to keep going.

Engagement Matrix

The right model
for your moment.

Engagement Type Strategic Depth Execution Involvement Leadership Access Time Horizon
Strategic Advisor High Low Founder / CEO Long-term
Fractional CMO High High Full organisation Medium – Long
Strategic Projects Medium – High Medium Project team Short – Medium
Board Advisory Very High Low Board / Investors Long-term
marketing consultant freelance marketer agency

The why drives the how. The how shapes the what.
Getting that order right is the work.

Strategic Growth Partner Operator–Advisor International Brand Strategist Fractional Executive Transformation Partner

Start the Conversation

Every business reaches a moment
where clarity becomes the most
valuable asset in the room.

If you're facing a strategic decision, a growth opportunity, or a leadership challenge — let's talk.