Founder Advisory
Senior brand and commercial brainpower in your corner, for the decisions that shape your next stage.
I work with founder-led retail and ecommerce brands in outdoor, fashion, homewares, travel and lifestyle. Brands that have found their feet, built real revenue, and now sit at the foggy point where the priorities have multiplied and the path forward isn't obvious.
I don't come on board to execute for you - there’s plenty of great freelancers for that.
I bring 20+ years of brand and commercial leadership to set the strategy with you, and coach you and your team to deliver it. You keep the doing in-house, building the execution muscle, and get a strategic operator in your corner without the overhead of a senior hire.
The Reset
Every brand hits this point. You've built something real, growth has carried you a long way, and now the next stage feels foggy. Too many products, too many priorities, everyone busy, momentum flat.
The Reset is a re-prioritisation for your next stage. We start with a deep-dive session working through what's working, what's not, and what deserves your focus now: the vision, the brand, your key product franchises and hero products.
You leave with a clear game plan and priorities your whole team can rally behind. Two follow-up calls over the following six weeks keep you accountable and executing.
Format: One deep-dive strategy session, a written game plan, and two follow-up calls
Investment: £1,000
Advisory Retainer
Ongoing senior leadership in your corner, month after month. This is for founders who've outgrown gut instinct alone and want an experienced operator to pressure-test decisions, set strategy, and coach the team who deliver it.
I bring my experience across global brands and my own international business to your biggest calls: brand, range, channels, margins, markets. I guide, your team delivers, and your business keeps moving without depending on me.
Format: Two strategy calls per month, sounding-board access between them, and a quarterly planning session. Minimum three months.
Investment: From £2,000 per month
Most retainer clients start with a Reset, so we begin with a game plan we built together.
Things we can work on together:
Brand & Positioning
Sharpening what your brand stands for, who it's for, and how it shows up.
Brand architecture for multi-product and multi-market businesses, and the strategy to keep it consistent as you grow.
Go-to-market & Growth
Launch plans for new products, categories and collections.
Choosing the right channels, initiatives and priorities, and building the roadmap your team executes against.
International Expansion
Entering the UK, Europe or Australia with your eyes open.
Market and competitor landscape, localisation, and the commercial plan for making a new region work.
Retail & Ecommerce Commercial Strategy
Range architecture, pricing and margin strategy, omni-channel planning across D2C, retail and wholesale, and the trading rhythm to keep it all moving.
Who I am
Hello, I’m Bridget John
With over 20 years of experience in brand, retail and marketing leadership, I’ve worked across global lifestyle brands, major fashion retailers, and built my own retail and ecommerce ventures from the ground up.
I’ve navigated the realities of founder-led startups, VC-backed scale-ups, and executive leadership in global organisations - spanning the outdoor, fashion, travel, home, lifestyle, consumer goods, and for-purpose sectors.
This unique mix of strategic vision and operational expertise allows me to help founders, CEOs, and entrepreneurs cut through complexity, think holistically, and put the right foundations in place to build, launch and scale adventurous brands, businesses and ideas.
Globally, regionally & locally
FAQs
How do we start?
With a Reset, usually. It gives us both a working relationship and gives you a game plan, whether or not we continue into a retainer afterwards.
How many brands do you work with at a time?
Three maximum. You get genuine thinking time, not a timeslot. I'll naturally be turning your business over in my head between our calls, and I'm available by email or voice note in between sessions.
Is everything confidential?
Completely. A non-disclosure clause is standard in our agreement, and I'll only ever reference your brand publicly with your approval.
What's the payment schedule?
The Reset is paid upfront at booking. Retainers are invoiced monthly in advance, with 14 days' notice to pause or reschedule a month.
Book a call
Tell me about your brand and where things feel foggy. We'll start with a 20-minute call to see if I can help and how we'd work together.