Strategic Growth. Commercial Impact. Social Good.
I build, scale, and reposition ventures at the intersection of commercial growth, brand strategy, and social impact.
For more than 20 years, I’ve worked with founders, boards, and global brands to turn complex ideas into scalable businesses, trusted partnerships, and programmes that actually land — in market, in schools, and at board level.
What I Do
I help organisations: – Unlock growth through strategic business development – Build credible CSR and purpose-led programmes that stand up to scrutiny – Win and retain blue‑chip partnerships – Translate ideas into funded, operational, deliverable outcomes
I’m most often engaged when a business needs senior‑level clarity, commercial traction, or a reset that aligns brand, revenue, and impact.
Credibility at Scale
I’m the Founder and former Managing Director of Purely Nutrition Ltd, a national education and CSR business that grew to £1.5m+ annual turnover and operated across the UK for over a decade.
At the heart of that success was PhunkyFoods — the programme and platform that became the defining highlight of my career.
PhunkyFoods (www.phunkyfoods.com) was created to solve a real problem: how to deliver credible, curriculum-aligned health and wellbeing education at scale, in a way schools trusted and corporates could stand behind.
Through PhunkyFoods, I: – Built a nationally recognised education platform used by primary schools across the UK – Designed teacher-led resources aligned to national curriculum and public‑health priorities – Created a delivery model robust enough for NHS, CCG, and local authority commissioning – Enabled blue-chip partners to engage authentically with schools through long-term CSR programmes, not short-term campaigns
PhunkyFoods became the engine that powered long-standing partnerships with organisations including Tesco, Nestlé, McCain, Warburtons, Cargill, and M&S — and remains the work I’m most proud of for its lasting social impact and commercial credibility.
This platform underpinned everything that followed: trusted procurement, scalable delivery, and programmes that stood up to scrutiny.
Work I’m Known For
Large-Scale Programme Design & Rollout
- Led Tesco’s Growing for Schools initiative, delivered across 250 primary schools nationwide
- Built national education frameworks adopted by schools, local authorities, and corporate partners
- Created systems that scaled consistently across regions, teams, and stakeholders
Destination Weddings, Travel & Market Expansion
- Developed and led a marketing and commercial arm for Brides Abroad, focused on Caribbean destination weddings
- Worked directly with large international hotel groups and resorts to position properties for the UK and European wedding market
- Designed go-to-market strategies that aligned hotel inventory, brand positioning, and couples’ decision journeys
- Acted as a bridge between hospitality operators, tourism boards, and consumer-facing wedding brands
Turning Strategy into Market Reality
- Repositioned The Food Doctor brand (William Jackson Food Group) to support commercial growth
- Reimagined food and nutrition propositions across major leisure destinations
- Introduced healthier menu frameworks with McDonald’s Europe, including sub-150-calorie Happy Meal development
Commercial Growth & Deal-Making
- Secured and managed multi‑year blue‑chip partnerships across FMCG and retail
- Led end‑to‑end sales: proposition → pitch → negotiation → contract → delivery
- Known for closing complex deals where brand, CSR, and commercial objectives must align
Building Businesses From the Inside
- Scaled Purely Nutrition from early-stage concept to national operator
- Built and led a 22‑person UK team spanning sales, delivery, training, and operations
- Created PhunkyFoods, a national teaching portal with City & Guilds‑aligned training
How I Work
I operate comfortably at board and founder level, but I’m hands‑on where it counts.
Clients value me for: – Strategic clarity without corporate fluff – Commercial realism grounded in delivery experience – The ability to move seamlessly between sales, partnerships, funding, and execution
I’m calm under pressure, commercially sharp, and known for creating momentum in environments where others stall.
Let’s Talk
If you’re building, scaling, or repositioning something meaningful — commercially or socially — I’m happy to explore where I can add value.
📩 Contact: sorrell@gmx.co.uk
Based in the UK. Remote‑ready. Open to international travel.