A practice built around senior advisors.
WM Commercial Advisory is built around a small group of senior advisors. Each is pulled in for the parts of an engagement where their direct operating experience earns its place — a specific channel, a partnership type, a market they have operated commercially.
The bar is FTSE-250-scale pedigree, an analytical disposition, and the kind of discretion that lets us be useful inside a live commercial decision. The roster grows by referral.
Charlie Wilson-Marklew
Founding Advisor
Commercial leader and operator. Most recently at Just Eat Takeaway, where partnership economics across the European footprint unlocked 5× the partner-funded investment of the prior model. Before that, M&S — franchise business-unit P&L across India, Turkey and Russia, roughly £250m of franchised revenue. Argos, with a pricing remit across £1bn of general-merchandise turnover. Ocado Solutions on the commercial integration of the Lotte and Panda international platform deals, together worth more than £500m. OC&C at the start.
Oxford MMath. Builds production quantitative systems alongside the practice — automated trading frameworks, Bayesian forecasting tooling, the proprietary polynomial-surrogate forecasting library that sits at the centre of the practice's IP.
Just Eat Takeaway · Ocado Solutions · Marks & Spencer · Argos · OC&C · Oxford MMath
Mike Jenner
Senior Advisor · Owned digital & multi-channel retail
Multi-channel commercial leader with two decades of e-commerce and trading experience across fashion, beauty and general merchandise — in both luxury and economy markets. Most recently at Vitabiotics, leading commercial and digital marketing across the brand portfolio. Prior roles span store-estate work, web-platform migrations, conversion optimisation, and the engine room of trade and merchandising.
Inside the practice, Mike shows up where the engagement needs an owned-digital channel rebuilt or a trading function modernised — pricing, range, on-site optimisation, channel mix. Specialises in connecting the technical and commercial layers so trade and product operations stop fighting each other.
Vitabiotics · Multi-channel retail & e-commerce · University of Portsmouth
Samarth Ghorpade
Senior Advisor · Commercial excellence & RGM
Strategic commercial leader with twelve years across multinational FMCG and strategy consulting. Independent advisor; previously at Reckitt and OC&C Strategy Consultants. Specialises in commercial excellence — pricing, go-to-market, channel strategy — and revenue growth management inside complex, matrixed FMCG organisations.
Inside the practice, Samarth shows up where the engagement needs RGM rigour applied to a consumer business — translating strategic insight into commercial reality across pricing architecture, promotional design, channel economics, and the cross-functional governance that holds the calls together.
Reckitt · OC&C Strategy Consultants · RGM · University of Oxford
Guy Dixon
Senior Advisor · Pricing, promotions & expert witness
Head of Price & Promotions at Holland & Barrett, with two decades of commercial analysis, pricing architecture and promotional design across UK consumer retail. Specialises in the discipline most commercial functions under-invest in: building pricing systems that survive contact with real category dynamics, and promotional mechanics whose economics defend themselves against the question every CFO eventually asks.
Acts as an expert witness in major commercial litigation — the kind of work that demands pricing and commercial reasoning be defensible under cross-examination, not just internally persuasive. Inside the practice, Guy shows up where an engagement needs pricing rigour, promotional economics, or a forensic read of how a commercial decision will hold up under outside scrutiny.
Holland & Barrett · Pricing & promotions · Expert witness, commercial litigation
Dave Cockfield
Senior Advisor · Commercial finance & multi-site operations
Commercial-finance leader with two decades of P&L responsibility across hospitality, multi-site operations and complex institutional businesses. Most recently Director of Business & Finance at Burford School, with full operational and financial oversight. Before that, Finance Director at Scoffs Group UK, the multi-site hospitality operator, where he carried commercial finance across a portfolio of trading sites.
Inside the practice, Dave shows up where an engagement needs commercial-finance rigour — unit economics, P&L architecture, cash-conversion modelling, and the financial governance that lets a trading function defend its calls under CFO scrutiny. Chartered accountant, with the kind of discipline that holds a multi-site commercial system together when the operating tempo gets unforgiving.
Burford School · Scoffs Group UK · Institute of Chartered Accountants of Scotland
Oliver Roberts
Senior Advisor · Customer insight & commercial analytics
Commercial-analytics leader with more than a decade across UK consumer retail. At Sainsbury’s since 2018, where he has overseen the customer-insight engine behind major product-innovation and trading programmes — work that earned an internal Love Award for the step-change it delivered in how the commercial team accesses and uses customer data. Earlier, at Argos, ran multi-million-pound price-investment programmes across general merchandise. Before that, pricing strategy at Wickes.
Inside the practice, Oliver shows up where an engagement needs customer insight translated into trading-grade decisions — the analytical layer that sits between raw data and the pricing, promotional, and range calls a commercial team actually makes. Specialises in building the analytical infrastructure that lets a trading function reason about its customers as confidently as it reasons about its products.
Sainsbury’s · Argos · Wickes · Customer insight & commercial analytics