Senior support for brand-led founders.
Fractional strategy, brand, marketing and operations for artisan, luxury, craft, design and lifestyle businesses.
One senior operator. Not four hires.
The product is the point.
Running everything else yourself is the problem.
A full-time senior hire costs too much. And it isn't one hire. You need senior help across operations, brand, marketing, strategy.
A full C-suite runs £500k a year.
That isn't a hire. It's a fantasy.
A co-founder costs equity. A consultant tells you what to do and leaves. A coach asks you what you think. A junior costs you time you don't have.
So you carry it all.
The brand is the business.
You need someone who already knows what good looks like.
You know what needs doing. You don't have the hours to do it and run everything else.
The help you can afford needs full-time managing. Every new person is another to brief, to teach, to carry.
What's missing is a senior operator who has done it, who can hold the work alongside you for a stretch, and who leaves you a stronger business when they go.
That is what FFS! is.
A founder carrying the load alone is a false economy.
The cost you can't see is what carrying it alone does to you and to the business.
I ran my business for 7 years before I found the help that I actually needed.
A friend who happened to be another founder had space to help me a few days a week for a few months.
She looked at everything I was carrying and said: I've got it.
Most founders never get that moment.
I built FFS! so they do.
Sources: Sifted Founder Mental Health Survey 2024/2025 (n=156). Freeman, M. 'Are Entrepreneurs Touched with Fire?' University of California San Francisco. Fields, L. 'The Hidden Mental Health Struggles Entrepreneurs Face', 2023.
There is a smarter middle (aged) option
You don't have time to teach someone what good looks like.
You are not hiring a consultant who uses AI tools with no experience behind them.
You are hiring a senior operator who has sat in every room and knows how to run a whole business or an important strategic project.
Twenty years at the agencies. Ten years building my own.
Now I work with AI tools that turn three days into half a day and four specialists into one session.
You don't need to hire four people.
You need one person who has already done the job.
Hello I’m Nat
Two decades at Ogilvy, Saatchi, AKQA and adam&eveDDB.
Project lead on Dove Real Beauty - the most famous and most awarded brand campaign in history.
Then a decade building my own.
Now helping founders and senior execs like you carry less and build more.
The full machinery, at the highest level.
Then I went and built something of my own.
“Before working with Nat I knew I had a product I was proud of but I struggled to really position my brand in a way that felt clear and confident.
What she gave me was clarity. The kind you don’t even realise you need until everything starts to click into place.”
What founders and senior leaders say.
“We were at a critical point - the transition from start-up to established business. Nat brought the diligence and rigour that made it possible.
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“We were preparing to scale and the wheels were coming off. Within six months Nat had transformed the way we work - chaotic practices replaced with systems that actually held.
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How it works
Simple. No jargon.
No faff.
No empty promises
We talk
A proper conversation, not a discovery call with a follow-up deck.
I want to understand your business, where it is, and what it actually needs.
By the end of it, we both know whether this makes sense.
We hatch the plan
No fixed formats.
No packages you have to squeeze your business into.
We work out the hours, the focus, the things that need to move first.
I send a bespoke proposal. You respond and we decide together.
We begin
I come in, I understand the business and project properly, and I get on with it.
No lengthy handover.
No weeks of meetings before anything moves.
I deliver high quality. Fast.
FFS! FAQs
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10 years building a luxury British brand with global reach from scratch. Premium press, Michelin stars, Chelsea Flower Show gold stars, superyachts, billionaires, royalty of all descriptions. No agency. No cold calls. Just the product. See the full founder story →
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I built FFS! because I know what founders are carrying. I've carried it. And I know what changes when the right person steps in alongside you. I work with a small number of founders at any one time. If it's the right fit, we'll find a way to make it work. See examples of client work →
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No two are the same. That's the point. Some weeks it's strategy. Some weeks it's operational. Often both. What stays constant is that something moves every week.
We figure out the best way to work during our call. I use frameworks where appropriate and give you a robust SOW before we begin. No suprises, just steady great work. See how it works →
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Too early: you can't afford the fee. Come back when the money is in.
Too late: you've outgrown one person. You need separate specialist hires across the business. When that moment comes, I can help you work out exactly who to hire and in what order.
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Fast. I have worked as. a freelancer at the top creative agencies for years. I am trained to get it, pick it up and run with it, that’s all I know. That's the standard I hold myself to. Read what clients say →
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Brand strategy, business planning, financial modelling, operations, marketing, fundraising support. All of it.
Not a coach or a therapist. Not a lawyer. Not a replacement for your accountant. What I am is the person who holds everything else together and helps you build, while those people do their jobs.
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From £600 for a block of hours. Monthly subscription from £1,680. No lock-in on the hourly option. See all packages →
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You want to 10X in 90 days. Your product is disposable, bad for the planet, or bad for people. You're in alcohol, gambling, or fast fashion. You don't actually care what you've built — you just want the exit.
I care deeply about the thing you've made. If you don't, we're not the right fit.
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Revenue coming in. Overwhelmed. Need a hand scaling. That's usually enough. If you're asking the question, you're probably ready.
Is this for you?
Brand-led, product-first founders.
If the brand is the business, this was built for you.
I work with founder-makers of purposeful premium product-led brands.
The founder is the craftsperson, the designer, the creative vision.
What's missing is a senior operator who can build the brand, the finances, and the operations around the thing you've made.
From £600 for a block of hours. From £1,680/month on retainer.
Thinking out loud.
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