Why work with me
Most scaling founders don’t need more strategy.
They need structure strong enough to carry the growth they’re driving.
I work alongside scaling consumer brands to strengthen the commercial engine underneath growth, aligning product, margin, cash and operations so growth translates into contribution, not complexity.
I don’t advise from the sidelines. I embed.
I work inside your numbers, product architecture and decision-making rhythm — not just in slide decks.
Founders usually bring me in when:
Revenue is growing but cash feels tight
Margins look acceptable on paper but contribution is unclear
Inventory is tying up capital or missing demand
Forecasts don’t feel commercially robust
Decisions live in the founder’s head instead of a system the team can execute
I bring structure across product, commercial and operations - turning uncertainty into direction.
How I think about growth
Growth problems usually sit in three connected areas:
Product – Are the right SKUs in the range, with a clear role and margin logic?
Commercial – Do pricing, contribution and channel mix genuinely support scale?
Operations – Do systems, stock and forecasting protect cash as you grow?
Optimising one in isolation rarely works. Contribution is built at their intersection.
Where I help
I don’t sell fixed packages. I plug in where structure is weakest and financial risk is highest.
Product Portfolio Architecture - Clear SKU roles, pricing logic and contribution discipline.
Channel & Pricing Strategy - Direct-to-consumer, and B2B channels structured for margin resilience.
Working Capital & Forecasting - Stock discipline, cash visibility and credible planning.
Commercial Operating Model - Aligning product, marketing and operations around contribution.
Board & Investor Readiness - Numbers and narrative that stand up to scrutiny.
What changes first
Founders often tell me the same thing early on:
"We finally have visibility."
After working together:
You know what to invest in, and what to stop funding.
You understand which products genuinely drive contribution
Cashflow becomes forecastable and defensible
Decision-making becomes calmer and structured
Growth feels deliberate, not reactive
How we start
We begin with a Commercial Health Check: a structured diagnostic of contribution, product architecture and working capital exposure.
From there:
We clarify where margin or cash is leaking
We design the right commercial structure for your stage
I embed to implement, not just recommend
Flexible. Fractional. Embedded where it matters most.
Who I work best with
Founders & CEOs who:
Care about contribution as much as revenue
Value clarity over speed-for-speed’s sake
Want challenge, not comfort
Make decisions once the numbers are clear
See partnership as long-term, not transactional
Who I’m not right for
If you’re looking for shortcuts or silver bullets
If you avoid hard commercial decisions
If you believe dashboards alone fix structural problems
Structure requires commitment.
Ready to strengthen the engine underneath your growth?
If growth feels heavier than it should — or externally successful but internally fragile; this is usually a structural signal.
Request a Commercial Health Check.
Current & Previous Companies
Testimonials
“Christabel combines deep retail with the operational discipline to close critical commercial gaps and accelerate growth.”
James Haycock, Founder, BRiMM
“Christabel’s commercial and financial expertise moved us from reactive decision-making to structured, informed growth.”
Lori Smyth, Founder, Tulip
“Christabel brought clarity to our forecasting and margin structure. Her commercial discipline transformed how we plan and execute.”
Philippine Mignot, Founder, Tierra Viva