Who we are

Henry Coates


Henry has been advising consumer goods businesses on creating, capturing and sustaining Value since 2003. His prior career covers brand and customer marketing at Scottish & Newcastle Breweries, Del Monte, PepsiCo, United Biscuits and finally 4 years at Goodman Fielder (Australia and New Zealand) as Trade Development and Pricing Director. Henry brings a keen eye for the difference between what people say and what they do for both consumers and customers in applying evidence to shape business improvement.

Robert van Ossenbruggen

+31 6 1647 2363

Robert is an evidence based marketing consultant of 15 years standing. With a background in methodology, psychology and marketing, he supports his clients with bridging the gap between the world of marketing intelligence & customer insight and the world of business. He teaches customer insights management at a variety of Dutch business schools and (re)designs and simplifies research projects for a wide variety of clients.

Martin Perkin


Martin has 20 years experience in FMCG roles to Sales Director and MD level followed by 12 years of consulting on commercial change with a keen eye on operational simplicity. He is expert at leading a business from strategy to execution at speed.

Wiemer Snijders

+31 6 2423 8076

Wiemer works with clients in understanding and applying facts and evidence to increase the effectiveness of their marketing investments - with a focus on media, advertising and branding. Prior to The Commercial Works, he worked in consultancy and advertising with a broad range of clients in automotive, financial services, foodservice, FMCG, energy, travel, non-profits and e-commerce. Wiemer is also curator and editor of Eat Your Greens: Fact-Based Thinking To Improve Your Brand's Health, which brings together 35 of the world's top marketers including Adam Ferrier, Bob Hoffman, Byron Sharp, Faris Yakob, Mark Ritson, Peter Field, Rory Sutherland and Tom Goodwin.

David Hearn


David started his career at P&G, moving via senior marketing roles at Sterling Health to become, in turn, MD of Del Monte UK, Smiths Crisps, CEO of PepsiCo Foods Europe, United Biscuits Snack Foods and subsequently United Biscuits Europe. In 1995 he was appointed CEO of Goodman Fielder where he reshaped the business to deliver over 300% profit growth over 6 years. Since 2001 he has chaired a number of businesses spanning venture capital, media services, a major law firm and consulting. He is currently chair of Robin Partington Architects and the a2 Milk Company. David is a senior partner to the firm and works with us on client projects as required. He also provides senior level coaching.

Michelle Ingman


Michelle is a senior finance manager of wide experience whose career spans brewing, distribution, packaged grocery, snackfoods, the charity sector and consulting. Whilst at Goodman Fielder, she had a wide variety of roles including Finance Director at Uncle Toby’s and General Manager of Bluebird Foods in New Zealand. Based in Sydney, Michelle brings rigour and simplicity to bear to help clients unlock commercial opportunities through productivity, visibility and shared understanding. She continues to advise on financial management in the charity sector.

Andrew Jepson


Andrew is a Chartered Accountant with over 20 years professional and commercial experience in Consumer Goods, Property, Industrial Products, Retail, Manufacturing and Hospitality where he has partnered with sales, marketing and supply chain. He specialises in translating sales and marketing-led insights and opportunities into sustainable profitable initiatives for the business. Andrew also delivers training, coaching and mentoring to accountants wanting to broaden their contribution to become successful partners to commercial managers. He is based in Sydney.

Fredrik Hallberg

 Fredrik Hallberg

+46 7 0285 0378

Fredrik Hallberg has for more than 20 years, through both experience and academic research, accumulated extensive knowledge of the origins of business growth and how it is related to product innovation, consumer behaviour, market dynamics, media and marketing. He has consulted Fortune 500 companies, digital start-ups, tech giants and domestic brands. He lectures at IHM Business School, Hyper Island, The Business School of Gothenburg, The Royal Institute of Technology Executive Education, Chalmers University of Technology, Berghs School of Communication and Dentsu Digital Academy. He is based in Stockholm.