Fractional
Brand Leadership

Senior brand and commercial leadership for the stretch where you need more than advice, but not a full-time hire.

Tell me about your brand

You're a founder or CEO of an established or scaling brand. There's a real business here, a team doing the work, and a stage ahead that needs experienced leadership to navigate: a relaunch, a new market, a category expansion, a period of transition.

You're not ready to hire a full-time Brand Director or GM, and you shouldn't have to.

For one or two days a week I step in as the senior brand and commercial lead: setting the direction, making the calls with you, and leading your team through delivery.

I lead the strategy. Your team executes it, and gets sharper for having done it for themselves.

Who I work with

Founder-led and scaling brands in outdoor, fashion, homewares, travel and lifestyle. Globally, regionally and locally.

Founder-led scale-ups who need senior brand leadership before they're ready to build a full leadership team.

Established brands wanting fresh strategic thinking, or leadership through a transition or critical project.

CEOs and business leaders who need an experienced pair of hands at the leadership table to bring the strategic vision into focus and drive momentum with the team.

What I lead on

Go-to-Market Strategy
Aligning business and brand strategy into a clear, actionable plan. Launching new brands, products and initiatives. Defining positioning and omni-channel strategy. Facilitating strategy sessions with your leadership team.

Retail & Wholesale Expansion
Scaling your retail presence from one door to a thousand. Wholesale programmes, sell-in tools, trade marketing and point of sale. In-store experience and retail operations.

Brand Positioning & Architecture
Building or evolving your brand foundations and messaging. Aligning brand identity with commercial goals. Brand architecture for multi-product and multi-market businesses.

Ecommerce & D2C Growth
Commercial strategy across your Shopify store and customer journey. Product launch planning, trading rhythm, and aligning brand and marketing across every digital touchpoint.

New Market Entry
Planning and leading entry into the UK, Europe or Australia. Market and competitor landscape, localisation of brand and retail approach, partnerships and local business development.

Cross-Functional Leadership
Leading complex initiatives across product, sales, marketing and operations. Bringing structure, clarity and momentum to transformations, category launches and high-stakes projects.

Why work with me

I'm a strategic operator, experienced business & brand builder with an entrepreneurial mindset.

Over 20 years of international experience leading brand, retail and marketing strategy, teams and operations for global lifestyle brands and major fashion retailers across Australia, Asia Pacific, the UK and Europe. Paired with building my own retail and ecommerce ventures from the ground up.

I've worked across startup and scale-up environments through to global organisations, so I know what good looks like at scale and what it costs to build it yourself.

Globally, regionally & locally.

Some of the brands I’ve worked at, or worked with:

Quiksilver logo with a wave and mountain design in black and white.
Roxy logo with stylized heart design
DC Shoes logo with stylized lettering and a star symbol.
Movember logo with a black mustache graphic above the word "MOVEMBER"
YETI logo in black font on a white background.
Logo with the words 'Nouvelle Nomad' and a hexagonal design above.
Just Jeans logo in black and white, featuring bold text in a rectangular design.
Ozmosis logo, black text on white background
"French Connection" logo in black text on white background
Disorder Media House logo with black text on a white background

What people have said about working with me

  • Bridget is one of the most passionate and driven individuals i have ever worked with.

    Her pursuit for success is relentless, overcoming hurdles to ensure the ultimate outcome is achieved.

    She has well rounded business knowledge, commercial acumen, and a great sense of creative thinking. A great asset to any company.

    Todd Liddy

  • What do I write that the others haven't already said? Simple ... Bridget is a rockstar .. it's that easy. We worked together for something like 5 years.

    She challenged me strategically + she impressed me operationally. If you have a project, give her a call ... you will not be disappointed ... I promise

    Simon Traynor

  • Bridget is an exceptional leader and team player, highly motivated and a specialist in Brand go to market and retail strategy.

    I was fortunate enough to work closely with her in both Australia and Europe while at Quiksilver and I'm looking forward to collaborating with her on future projects if the chance arrises. Thanks again for all your help and support Bridget.

    Josh Rush

  • I worked with Bridget at Just Jeans, and she is one of the best operators l have ever worked with.

    Bridget is strategic, considered and results focused and is always considering the consumer. I have no hesitation recommending Bridget, she was a joy to work with.

    Lisa Albert

  • Bridget helped me put my portfolio and website together in a way that truly represented me.

    It was the first time I could really appreciate all the work I have been putting in to building my brand. The way Bridget created my website, gave me the confidence to see myself and my work as a brand for the first time.

    It really took my thinking to the next level and gave me the confidence to feel “I can do this”

    Sofia Ruffino

  • Thank you so much for all your hard work and support! You’re really part of our team now.

    The work that we have been doing with you over the past month it’s not only very clarifying for all of us regarding the brand and vision, it’s also been a massive relief!

    I feel like we finally found our path and it feels great.

    Lauren Franklin

What Is Fractional Leadership?

This article explains the different fractional leadership roles, how to know what type of fractional support your business needs, and how to hire and work with a fractional leader to ensure you get the right outcomes.

Guide To Fractional Leadership

Availability & Rates

I work with a maximum of three brands at a time, so I can give yours the thinking space it deserves.

Fractional engagements run as monthly retainers of one to two days a week, with a minimum three-month commitment.

Larger scopes, market entry programmes and leadership through transition are priced on discussion.

Get In Touch

My previous leadership roles have included

Currently: General Manager
The Hippie Shake - Fashion ecommerce retailer
London, UK

Founder
Nouvelle Nomad - Homewares ecommerce retailer
Melbourne, Australia & Marrakech, Morocco

Special Projects
Movember Foundation - Global men’s health charity
Melbourne, Australia

Global Trade Marketing Director
Quiksilver, Roxy & DC (Boardriders) - Global sports and outdoor lifestyle retailer
Sait Jean De Luz, France

APAC Trade Marketing Director
Quiksilver, Roxy & DC (Boardriders) - Global sports and outdoor lifestyle retailer
Torquay, Australia

VM Brand Manager
Just Jeans Brand, Just Group - National major denim & fashion retailer
Melbourne, Australia

General Manager of Marketing & VM
Roger David - National major men’s fashion retailer
Melbourne, Australia

VM & Retail Marketing Manager
Ozmosis - National multi-brand youth fashion retailer
Melbourne, Australia

Visual Merchandising Manager
French Connection - Global major fashion retailer
London, UK
Melbourne, Australia

Book a call

Tell me where your brand is heading and what's in the way. We'll start with a 20-minute call to work out whether I'm the right person and how we'd structure it.