Hi, I’m Gill.
Fourteen years leading global brands. Now working with businesses of every size.
I’m a brand consultant and fractional brand lead. I work with businesses that need senior brand and commercial thinking, and the experience to deliver it, without the cost of a full-time hire.
Brands I’ve worked on globally
The Macallan · The Dalmore · Jura · Fettercairn · Tamnavulin · Whyte & Mackay
A few highlights
$1.2m
The Dalmore Decades No.6 sold at Sotheby’s for over $1.2m, a world record for Asia. I led the collection from development through to global activation.
The Dalmore
11
Jura’s biggest overhaul to date. New packaging, new liquid, a new comms platform and 11 new expressions launched around the world.
Jura Single Malt Whisky
The Macallan
$50k
Per bottle, for The Macallan x Bentley Horizon. I was responsible for its development and global rollout, bringing two of the world’s best-known luxury brands together in one release.
Who I work with
For larger businesses
Senior capacity when your team needs it, for a launch, an innovation project or a gap in the team. I integrate quickly and know how to work with stakeholders across the business.
For growing businesses
A senior brand lead before you’re ready to hire one full time. I’ll set the strategy, build the plan and run the agencies, for a set number of days a month.
What I do
Most projects involve one or more of these.
Brand and growth strategy
Positioning, audiences, tone of voice, comms and channel planning, route to market, pricing, plus a commercial model with KPIs to track it. I’ve led brand relaunches for Whyte & Mackay, Jura and The Macallan.
Innovation and NPD
Concept, price build, packaging, partnerships and launch plans. From limited editions to full range relaunches across global markets.
Brand leadership and delivery
Activation plans, programme management, and agency, stakeholder and supplier management. The senior lead who makes sure the plan actually happens.
“Gill has been brilliant. Really professional, with a great eye for detail and a huge amount of marketing knowledge and experience behind it. She helped us set up and launch a new healthcare business from a branding, PR and communications point of view, and her own communication all the way through was excellent. I’d happily recommend her to any business looking for a real professional approach to their marketing.”
Founder, Scottish healthcare business
“Gill hit the ground running. She got to grips with our business quickly, built our marketing roadmap and was sharp on the gaps and opportunities, with creative ideas to address them. Her spirits experience added real value. We’d thoroughly recommend her.”
Stuart Drake, Co-Founder, Titan Spirits
“Gill combines strong strategic thinking with a highly practical, delivery-focused approach, bringing clarity and momentum to complex brand and communications challenges. Her ability to align stakeholders, manage creative partners and keep projects moving forward made her an invaluable part of the team.”
Paul Stevenson, Principal Consultant, AAR
Recent work
What I’m working on right now. Full stories to follow once each project is live.
Healthcare · Brand and comms strategy
Brand and comms strategy for a new healthcare brand, from positioning through to agency delivery
In progress, launching soon
Spirits · Brand and growth strategy
Brand and route-to-market strategy for an award-winning Scottish rum
In progress
The longer version
Accenture taught me structure. Whisky taught me the rest.
I started in management consulting at Accenture before moving into whisky at Whyte & Mackay and then Edrington, leading global brands including Jura, The Dalmore and The Macallan. I’ve owned price builds, reported P&L to the Board and launched products in markets around the world, so I’ve always worked with one eye on the numbers.
Today I run GA Consulting, working with businesses in drinks and well beyond it, from global groups to founder-led brands. I’m also a trustee of a local charity that means a lot to my family. Away from work you’ll find me with my young family, at the gym or pretending to know what I’m doing in the garden!
Credentials
First Class BA (Hons) International Business, University of Strathclyde
Mini MBA in Management, Mark Ritson (Grade A)
WSET Level 2 Award in Spirits, with Distinction
WSET Level 2 Award in Wines, with Distinction
Marketing Society Rising Marketing Star, Bronze
Trustee, Ardgowan Hospice
Ways to work together
Fractional
Your senior brand lead for a set number of days a month. Strategy, planning and the agencies, owned by one person.
Projects
A defined piece of work with a clear scope and end date. A brand strategy, a launch, a relaunch.
Advisory
A senior sounding board for your team. Briefs, plans and big decisions, pressure tested before they go out.
Let’s talk.
Tell me what you’re working on.
In person or on a call, wherever you’re based. No pitch, no hard sell, just a conversation about where you are and how I can help.
