Founding client offer: The Second Opinion for just £495 (usually £595). Three places only. Find out more →
SELECTED WORK
The work behind the words.
A selection of projects from my career, spanning brand positioning, marketing strategy, launches and delivery.
Different challenges, different approaches, but always with a clear commercial objective.
01 / London Dock:
Emery Wharf
Marketing to the buyer, not the boardroom
The challenge: 105 smaller, well-priced homes, likely to appeal to investors and younger buyers, needed marketing that felt right for that audience and for East London.
The thinking: Premium developments tend to look the same: polished, traditional, luxury. That wasn’t who was buying here. The brochure needed to feel younger and carry the energy of the area, even if it didn’t suit every taste in the boardroom.
The result: It wasn’t to everyone’s taste internally, but all 105 homes sold within 12 months.
The lesson: Good marketing isn’t about what impresses you. It’s about what speaks to your customer.
02 / One Blackfriars:
The Arts Collection
Protecting the brand
The challenge: The final six homes were large, high-value upper-floor properties, too big for the investor market. With fewer buyers at that level and launch momentum long gone, they needed a reason to be noticed.
The thinking: Cutting prices would have sold them faster, but at a cost to the brand and to every buyer who had already purchased. The answer was to change how the homes were seen. We repositioned them as “The Arts Collection”, giving each home its own name and identity so it felt like a rare opportunity rather than leftover stock. Selected homes were fully dressed and furnished as turnkey homes.
The result: It took longer, but every home sold and the brand’s value was protected.
The lesson: Discounting is the quickest fix and often the most expensive. Changing how something is seen can protect what it’s worth.
03 / Sutton Garden Square
Delivering under pressure
The challenge: I’d written the sales and marketing strategy for this new development. Weeks before launch, an unexpected gap in the team left no one to deliver it.
The approach: I stepped in alongside my role as Head of Marketing and delivered the launch assets, from CGIs, brochures and signage, to installing a temporary information centre so buyers had somewhere to visit from day one.
The result: The strategy was delivered and the development is now live.
The lesson: A strategy only matters if it gets delivered. I’m as comfortable on site as I am writing the plan.
These projects were undertaken during my employment with St George, prior to establishing Second Chair. They are shared to illustrate my professional experience and individual contribution.
The experience is established. The approach is tailored.
Second Chair brings the strategic thinking, commercial focus and delivery standards developed through major projects to ambitious smaller businesses - without the unnecessary complexity.
Whether it's finding a clearer position in the market, improving how your business is presented or turning a marketing plan into action, the principles remain the same.
Let's put that experience to work for your business.