Biography
Willie is the Minor Figures guy. One of the pioneering spirits.
A practical business all-rounder; his hands-on leadership spans strategy implementation, from concept to international distribution and team growth.
Beyond financial metrics, Willie also fostered a sense of belonging within a diverse team, highlighting his pragmatic yet engaging approach to business.
By combining strategic insight with a commitment to a culture of creativity and inclusivity, Willie has led with skill and sincerity, valuing team and community interaction, making his approach a model for entrepreneurial success.
Expertise
& Breadth
With over 9 years leadership experience across all aspects of scaling a business—from scratch to global—I developed foundational strategies in brand, sales, marketing, distribution, production & supply chain that went on to support a global CPG operation across numerous sales channels & regions.
Measurable
Success
During my time at Minor Figures we grew to a team of 120 people with offices in 3 continents. Established distribution across 30 countries and posted annual sales surpassing $40M at a consistent YoY growth rate of 4x.
I’ve seen a true growth journey happen from the front row and understand the pitfalls & priorities for success.
Versatile
Brand
In 2021 I spearheaded the launch of MFFM; a global music community for baristas.
We built an online platform, launched a record label, created IRL immersive listening experiences, and hosted numerous festival stages round the world at SXSW & We Out Here; a long-form campaign that cemented Minor Figures as a lifestyle brand with legitimate impact beyond the coffee world.
Culture &
Community
I highly prioritize creating a community-focused environment, rooted in humility and joy.
Teams consist of diverse individuals, each with unique stories. It's the responsibility of business leaders to recognize this diversity and shape an environment where all can thrive.
Share part of your story. Listen to others. Sing and dance.
How we can
work together
As a co-founder & creative brand strategy specialist with a decade of rapid-growth experience in the CPG sector, I specialise in elevating startups to market leadership positions.
Offering my expertise for consultation and fractional roles, I leverage innovative strategies and proven leadership to scale businesses on a global scale.