Who we are

Henry Coates


Henry has worked his whole career in brand and customer marketing with a frequent focus on pricing and value capture. His experience spans Ambient and Chilled Grocery, Beer/Liquor, Snack foods, Industrial and Automotive B2B in the UK, Australia and New Zealand. He has consistently applied Ehrenberg’s findings for shared understanding, objectives and programmes between Brand, Customer and Finance teams, centred on building leverage of mental and physical availability to support profitable growth. ‘It’s about selling more and getting the right price for the good things that you bring to the end user, it can be done but you do need to align the stars’. Henry is based in the UK.

Robert van Ossenbruggen

+31 6 1647 2363

Robert is a marketing & intelligence consultant and trainer of 20 years standing. With a background in methodology, psychology, and marketing, he supports his clients with bridging the gap between data and decision making. This means making sense of metrics, setting up and improving kpi-frameworks, and transforming data models into commercially oriented initiatives. Robert teaches marketing & intelligence subjects at several business schools and frequently writes about how commercial decision making can be improved. He is based in the Netherlands.

Martin Perkin


Martin has 20 years experience in FMCG roles to Sales Director and MD level followed by 15 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. His client work is mainly centred on trading strategy, organisation change and sales excellence, underpinned by evidence and the laws of growth. He is based in England.

Wiemer Snijders

+31 6 2423 8076

With a 15+ year background in consulting and advertising, Wiemer focuses on applying evidence-based knowledge to increase the effectiveness of his clients’ marketing efforts through a mix of capability build, research and advisory services. He helps clients understand how to drive brand growth and its implications for media, advertising and brand development. He is a regular keynote speaker at conferences and guest lecturer at various business schools. His bestseller Eat Your Greens: Fact-Based Thinking To Improve The Health Of Your Brand was lauded by critics as one of the top marketing books for 2018/2019. Wiemer is based in the Netherlands.

Mark Cichon

+420 724 2139 55

Mark’s journey into evidence-based marketing practice began in the advertising sphere as a brand strategist followed by gum portfolio management at Wrigley and chocolate and confectionary marketing lead at Mars. His key focus is now on working with organisations, agencies and marketers in helping to build internal knowledge, capabilities and training programs how to apply evidence-based principles into daily practice. He began his education in marketing practice as a student of Byron Sharp while studying Management at the University of South Australia. Mark is based in the Czech Republic.

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 Sweden.

Julius Einan Støback

+47 971 59 393

Julius Einan Støback has more than 20 years experience of brand building for global telco Telenor and Norwegian Air in Europe, Asia and North-America, and as a consultant for Hurtigruten, Orkla, Hydro, Opera and others. Projects include brand and comms strategy, brand tracking, measuring mental availability and brand asset management. Julius is one of the founders of NSB | Marketing Best Practice, based in Norway, and an Associate Partner of The Commercial Works.

 Joakim Vars Nilsen

+47 936 59 546

Joakim Vars Nilsen has increased interest and sales for national and international brands for over 20 years. Winner of national and international awards, with a proven track record of creating business results. Projects include development of goal hierarchies, communication and media principles, in-housing of content and media services, and brand strategy and insight. He also has experience as an entrepreneur, founding two media companies, keynote speaker and published author of industry related articles. Joakim is one of the founders of NSB Marketing Best Practice, based in Norway, and an Associate Partner of The Commercial Works.

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 Australia.

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.