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Why Centre Channel
In audio engineering, the centre channel carries the dialogue. Everything else is atmosphere.
Agencies pitching. Vendors selling. Teams debating. Dashboards flashing. Everyone has an opinion. Everyone has a metric that proves they're right.
In a 5.1 system, the surround channels carry atmosphere. Ambience. Effects. They fill the room, but they don't carry meaning.
Most of what lands on your desk is surround sound.
The signal that matters. The decision that's actually blocking growth. The conversation nobody's having. The number everyone's avoiding.
I've been the operator at Missguided, scaling the P&L through intense growth. I've been the agency, maturing and selling User Conversion to Brainlabs. I know where both sides hide their problems.
Now I advise high-growth retail brands through their most complex transformations. Filtering the noise. Finding the signal. Making sure you hear what actually matters.
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Track record
Head of eCommerce at Missguided. Led the channel from £75m to £250m. Managed the P&L through intense scaling.
Matured and scaled User Conversion to a seven-figure exit with Brainlabs. Learned how agencies really work.