Luxury Brand Strategy & Marketing Consultant in London

I help premium and luxury brands build distinctive positioning, stronger marketing strategies and sustainable growth.

With more than 20 years of experience across Paris, New York and London, I work with ambitious brands that need senior strategic thinking, an experienced marketing partner and a clear path from brand ambition to commercial impact.

Luxury brand strategy. Marketing strategy. Senior marketing leadership.

Explore My Services

Luxury Brand Strategy & Marketing Consultancy

Luxury is no longer defined by price alone.

Today's strongest brands create value through a distinctive point of view, desirability, cultural relevance and an experience that feels meaningful at every touchpoint.

I work with premium and luxury brands to turn ambition into a clear, actionable strategy, from defining what makes a brand distinctive to building the marketing roadmap that will bring that positioning to life.

My approach combines brand strategy, marketing expertise, consumer understanding and commercial thinking, with the perspective that comes from more than two decades working across the luxury and premium landscape.

Whether you are building a new brand, repositioning an established one, entering a new market or looking for senior marketing leadership, I help you identify what matters, make the right strategic choices and turn them into action.

How I Help Luxury & Premium Brands

Every brand has different challenges. My role is to bring clarity to the strategic question, identify the opportunities and build the right approach for the stage and ambition of your business.

Brand Strategy & Positioning

A strong brand starts with a clear reason to exist and a compelling reason for customers to choose it.

I help brands define and strengthen their positioning, proposition, differentiation and brand narrative, ensuring that what the brand stands for is both distinctive and relevant to its audience.

From brand foundations and architecture to storytelling and messaging, I help create the strategic clarity needed to build long-term brand equity and desirability.

Typical areas of work include:

Brand strategy and positioning
Brand proposition
Brand architecture
Brand narrative and storytelling
Brand differentiation
Brand identity strategy
Messaging and brand language
Brand desirability

Marketing Strategy

Great marketing starts with knowing where you are going.

I develop marketing strategies and practical roadmaps that connect brand ambition with business objectives, defining the priorities, audiences, channels and actions required to drive meaningful growth.

Whether you need a complete marketing strategy, an annual plan, a go-to-market approach or a clearer digital and communications strategy, I bring senior-level thinking without unnecessary complexity.

Typical areas of work include:

Marketing strategy
Annual marketing planning
Go-to-market strategy
Campaign strategy
Customer and audience strategy
Channel strategy
Digital marketing strategy
Communications and partnerships
Marketing team and agency direction

Fractional CMO & Senior Marketing Support

Sometimes a business doesn't need another agency. It needs experienced marketing leadership.

As a fractional CMO / senior marketing consultant, I provide experienced strategic leadership for brands that need senior expertise without necessarily making a full-time appointment.

I can work alongside founders, CEOs and existing teams to define the marketing direction, establish priorities, lead agencies and partners, strengthen internal capabilities and ensure that strategy translates into execution.

This can be particularly valuable during periods of growth, repositioning, transformation, new market entry or organisational change.

Who I work with?

I work with ambitious businesses where brand, reputation and customer perception are critical to growth.

Luxury & Premium Consumer Brands

Brands operating in luxury and premium categories that want to strengthen their positioning, sharpen their marketing strategy or unlock their next stage of growth.

FMCG & Premiumisation

Consumer brands looking to move upmarket, increase perceived value or navigate the transition from mass-market to premium positioning.

I bring particular expertise to the strategic challenges of premiumisation, from proposition and positioning to consumer perception, pricing and brand experience.

Founder-Led & Growing Brands

Ambitious businesses that have reached a point where informal marketing is no longer enough and need experienced strategic direction to build the next stage of the brand.

Luxury Hospitality, Retail & Lifestyle

Brands where the customer experience is inseparable from the brand itself, including luxury hospitality, retail and lifestyle businesses looking to create more distinctive and compelling experiences.

Why Work With Me?

20+ Years of Marketing Experience

I bring more than two decades of experience in marketing, brand development and business growth, working across international markets and different stages of the brand lifecycle.

Luxury & Premium Expertise

My work sits at the intersection of luxury, premiumisation, consumer behaviour, brand strategy and marketing. I understand the particular tension between protecting brand equity and delivering commercial growth.

Senior-Level Perspective

Whether working directly with a founder, CEO or leadership team, I bring the perspective and challenge of a senior marketing leader.... without the layers and complexity of a large consultancy.

Paris · New York · London

My experience across three major international markets has shaped a perspective that combines global luxury thinking with a practical understanding of different cultures, consumers and markets.

Strategic Thinking, Hands-On Approach

I don't believe strategy should live in a presentation.

I work closely with clients to turn strategic thinking into clear priorities, actionable plans and tangible execution, working with internal teams, agencies and partners where required.

A Selective Approach

I work with a limited number of clients at a time, allowing me to become genuinely immersed in the business, understand the challenge and provide focused senior-level support.

Selected Luxury & Premium Brand Experience

Over the course of my career, I have worked with and alongside leading brands across luxury, premium consumer goods, retail, hospitality and lifestyle.

My experience spans brand strategy, marketing, business development, digital, consumer insights, retail, customer experience and international growth.

Rather than simply advising from the outside, I bring first-hand experience of building and managing brands, leading marketing functions and navigating the commercial realities behind strategic decisions.

Luxury Marketing Insights

The luxury industry is changing rapidly, from evolving consumer expectations and the rise of new luxury to premiumisation, digital transformation, cultural relevance and the impact of AI.

I write about the ideas, trends and strategic questions shaping luxury and premium brands today.

Explore insights on luxury brand strategy, luxury marketing, consumer behaviour, retail, hospitality, digital transformation, sustainability, China and the future of the luxury industry.

Meet the H.E.N.RY

Pèi-huò

The Drop Culture

Luxury Reports & Resources

I curate and analyse research, reports and useful resources from across the luxury and premium industries.

From global luxury market reports and consumer research to retail, sustainability, hospitality and emerging trends, the resource library brings together some of the research I find most useful for understanding where the industry is heading.

Where relevant, I also add my own perspective on what the findings mean for luxury marketers and brand leaders.

Get The Latest Reports

Let's Talk About Your Brand

Whether you're building a new brand, repositioning an established one, looking for your next stage of growth or need experienced senior marketing support, I'd be happy to discuss what you're trying to achieve.

Tell me where you are today, where you want to go and what is getting in the way.

We can then explore whether I can help.

Let's Talk