Is sustainability becoming a commercial and reputational issue for your business?
I help SMEs understand what is changing, why it matters to their business, and where they need to act.
I help when
customers are asking harder questions about sustainability;
RFPs and tender requirements are changing;
your business risks losing work because it can’t answer those questions clearly;
you need to understand what is profitable, where costs can be saved, and where investment is needed;
your sustainability claims are not matched by what the business actually does;
your marketing makes the business look more sustainable than it is;
you are unsure whether to change your products, services, operations or customers;
you need to decide what to stop, start or change, with a sustainability lens;
leadership needs a clear response, quickly.
you need to build commercial & sustainability capability across the whole business
you want to protect the value of the business ahead of succession or exit.
How I work
I work with SMEs that need to understand both how the business is performing now and what it needs to become fit for the future.
I start with a commercial performance audit. This looks at where the business makes money, what is profitable and what is not, where costs can be saved, and where investment is needed.
Alongside this, I use the Future-Fit Business Benchmark to assess the business through a sustainability lens. This helps identify the changes needed in areas such as your proposition, products and services, customers, operations, marketing and position in the value chain.
I bring the two together to help you decide:
what to stop;
what to start;
what to change;
and where to focus first.
Selected Track Record.
My background is in commercial strategy, strategic marketing and running businesses, alongside more recent work and training in sustainability and responsible business.
Commercial realignment and proposition restructure. B2B content
Reworked the commercial model and proposition, growing revenues to £6m and improving operating margin by £900k.
Commercial strategy and customer sustainability requirements. Retail marketing and logistics
An 18-month advisory engagement covering customer RFP requirements, sustainability positioning and commercial strategy across internal teams.
Strategy and commercial audit. Global online publishing
Reviewed and repositioned the commercial model and value proposition for the next phase of the business.
Sustainability strategy and commercial roadmap. SA Brain
Developed a practical sustainability strategy that gave the leadership team a clear foundation and pathway for moving forward.
Responsible business workshop. German National Tourist Board
Ran a workshop exploring what sustainability means for marketing and how it can become part of a credible customer proposition.
About Me.
I am a Commercial Director with more than 25 years’ operational and board-level experience in commercial strategy, marketing and running businesses.
My background includes Commercial Director at BBC Worldwide, Marketing Director at Universal Pictures and Commercial Marketing Director at Capital Radio Group, followed by Managing Director roles leading £2m–£10m B2B media, marketing, publishing, events and intelligence businesses.
Alongside that commercial experience, I have developed specialist expertise in sustainability and responsible business helping organisations understand the commercial implications of changing customer expectations, sustainability requirements, risk and regulation.
Credentials & Frameworks:
MBA · FCIM (Fellow, Chartered Institute of Marketing) · Cambridge Institute for Sustainability Leadership (CISL) · Carbon Literacy Facilitator · Future-Fit Accredited Advisor (In progress)
Contact
Berkshire · Surrey · Thames Valley
Some Recent Client Testimonials
“I've worked with Gavin for the past two and a half years and have found him to be a truly inspirational leader. His expertise in running businesses (and turning them around!) is second to none. I have learned more from him about business strategy, commercial awareness and people management in the past two years than I have during my entire 17-year career in publishing.
CEO, Dialogue Content Agency
“What really sets Gavin apart is how well he gets both the sustainability world and the commercial one. That mix meant we ended up with a strategy that wasn’t just ‘nice to have’ but something people could get behind and deliver. He brought our teams along for the ride and helped us talk to clients about it in a way that felt honest, inspiring, and practical.
He made a big difference to our journey. I’m really glad we had him on board and I wouldn’t hesitate to recommend him to anyone looking to do sustainability properly." November 2024
-Group Managing Director, Retail Marketing & Logistics Company
“Gavin combines commercial thinking with practical sustainability expertise. He focuses on what sustainability means in real business terms rather than theory or ESG reporting.
He provided clear, actionable advice and a coaching style that helped us rethink how we approached the challenges we were facing. He also delivered a written strategy document that gave us a practical foundation and pathway for moving forward.
It was a strong mix of commercial clarity, practical sustainability insight and hands-on support.” May 2026
-Nick Payne, Managing Director SA Brain
"We had a brilliant workshop with Gavin – lots of fantastic insights and a whole new perspective on sustainability and marketing in a sustainable world."
-German National Tourist Board
