London, England, United Kingdom
I help high-growth tech companies turn brand into business strategy. Great brands see everything they do, inside and out, as the brand. I've spent my career shaping how brand works inside companies navigating growth, transformation, and defining moments. From launching Virgin brands to leading brand at global fintech scale, the context has always been different, but the challenge has remained the same: defining what makes a company distinct and using that to shape how the business grows. I don't believe in playbooks. I believe in people. I bet on momentum over the right moment, outcome over outputs, and being honest over being right. I can't help but see the big picture in the small details, and apparently, I "do this cool thing of being decisive and open at the same time" — Julie, former colleague and dear friend. Let's talk about what you're building. → kaseyly.com
I help founders and leadership teams turn brand into business strategy. One half of the work is definition: purpose, positioning, proposition, identity, and narrative. The other is implementation: embedding that clarity into decision-making, team alignment, product direction and go-to-market. → kaseyly.com ...
16 trips, 18 countries. Highly recommend.
Joined as the company's first brand and marketing hire. The mandate: build the entire function and make brand a leadership-level capability. Defined positioning, brand platform, verbal and visual identity, and employer brand, establishing a clear point of view in a crowded payments infrastructure market. Built the team and agencies across design, marketing, content, PR, and communications. Acted as strategic partner to the founders through a critical growth phase. ...
Led a full rebrand of a £1bn+ global business where brand inconsistency across regions had become a real commercial liability. Delivered the new brand platform, visual and tonal identity. Led rollout across 10+ countries, balancing global coherence with local market requirements. Built in-house brand capability, significantly reducing agency dependency. What became possible: a coherent identity across markets and functions that had previously operated in isolation. ...
Led a full brand diagnostic and repositioning, shifting Checkout.com from feature-led to brand-led, giving leadership a single definition to make decisions from across category entry, global expansion, and talent acquisition. Built the Brand & Design function, led a team of 10+ people, plus a global agency network. This work marked the shift from product-led momentum to brand-led alignment as the organisation scaled. …