Adeline Graham

I’m a senior brand, marketing and commercial leader with 20+ years of international experience across the UK, Europe and India. My career has spanned brand strategy, marketing leadership, procurement, customer experience, commercial development and international growth, giving me a strong understanding of how brand decisions translate into business performance. Most recently, I founded and built Fern & Ade, a premium European furniture and design business in India. This gave me first-hand experience of taking a business from concept to market: defining the positioning and proposition, launching and growing the brand, developing European supplier relationships, building B2C and B2B channels, growing a network working of 1800architects, designers and clients, managing marketing and agencies, and developing partnerships and routes to market. As a fractional leader, I work best with founder-led, growing or transforming businesses that need experienced strategic leadership without a full-time senior hire. I can step in to assess where a business stands, identify growth opportunities and translate strategy into a focused, commercially grounded action plan. Typical deliverables include brand and marketing audits, positioning and proposition development, go-to-market strategy, 90-day growth plans, customer journey and experience reviews, marketing team and agency direction, channel and partnership strategy, market-entry plans, product and portfolio strategy, B2B/B2C development, international expansion and KPI frameworks. I’m particularly interested in premium consumer, lifestyle, hospitality, retail, interiors and design businesses, as well as international companies entering new markets. I bring the perspective of both a senior corporate leader and a founder/operator: strategic enough to define the direction, but practical enough to understand what it takes to execute it with limited resources, real customers and commercial targets.