TURNING AMBITIOUS IDEAS INTO RESULTS.
You Not Me is an independent consultancy led by Fred Beatson-Hird, a Fractional Programme Director, specialising in Digital, eCommerce, Brand & Transformation.
Brand Rethinks
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Launching Digital Services
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eCommerce Modernisation
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Tech Transformation
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Brand Rethinks -- Launching Digital Services -- eCommerce Modernisation -- Tech Transformation --
I partner with founders, marketing and digital leaders to define and deliver major customer-facing change that their teams don’t have the time or specialist expertise to lead themselves.
How I can help
YOU
Change is accelerating fast — AI, new platforms and rising customer expectations are stretching every team.
You’re planning major customer-facing change: a brand rethink, new digital services or experiences, eCommerce modernisation, or broader tech transformation across your markets.
Internal teams are at capacity — and agencies can’t align stakeholders or drive delivery. Strategy alone won’t get you there. You don’t need another opinion, you need someone who can turn decisions into delivery.
You need an embedded senior partner who protects your identity while pushing the change forward with speed, clarity and confidence.
Me
I work inside your organisation as a Fractional Programme Director — aligning strategy, people, technology, design and delivery so complex projects move from idea to reality. I’m not another strategist, I’m the person who makes the work actually happen.
With deep experience across retail, luxury, financial services, travel and publishing, I get up to speed quickly with your industry, ambitions and team dynamics.
I speak the languages of brand, eCommerce, marketing, operations, finance, design and technology — giving you clear decisions, cross-functional alignment and delivery momentum without the overhead of full-time hires or the gaps left by agencies.
I’m embedded enough to feel like part of your team, but independent enough to bring clarity, challenge, and momentum. My approach is structured, transparent, and designed to keep complex programmes moving without adding noise or disruption.
HOW I WORK
01.
Clarity first
I get to know your team, customers, product and goals — and clarify why change is needed, what’s driving it, and what success should look like. This gives everyone the same starting point.
02.
PRACTICAL STRATEGY
I refine direction, test assumptions and map the most achievable path forward — defining scope, partners, risks and sequencing so the programme is deliverable, not just ambitious.
03.
COLLABORATIVE DELIVERY
I work hands-on across marketing, brand, digital, tech and external agencies to coordinate (and often lead) delivery — removing blockers and keeping the programme aligned with your goals.
04.
TRANSPARENT PROGRESS
I bring structure, reporting and momentum so everyone knows what’s happening, why it matters, and what comes next — ensuring the programme stays on track as it scales.
Global experience across multiple sectors
I partner with teams across retail, property, finance, insurance, luxury, travel and publishing to accelerate delivery and unlock the impact their programmes are designed to achieve.
Featured Work
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Noble Panacea
Transforming the online customer experience for this ultra-luxury skincare brand, I overhauled their direct-to-consumer channel, enhanced operational systems, and delivered an ambitious roadmap. The result? A digital presence that aligns with their science-driven, luxury ethos.
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Central Retail
Reimagining eCommerce for one of Asia’s largest retailers, I conceptualised the future of online shopping for Central Group’s department store and supermarket chains. With bold ideas and innovative features, we delivered a visionary platform that matched changing consumer behaviours and Central’s market leadership.
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Knight Frank
Revitalising the “My Knight Frank” platform, I led the redesign to create a user-first experience for this global real estate leader. From strategy to delivery, the project introduced intuitive features, modern aesthetics, and a robust design system, ensuring the platform reflected the brand’s sophistication.
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Diriyah
I helped Diriyah bring the future of exclusive living to life digitally, creating an immersive online experience for Wadi Safar, Saudi Arabia’s most prestigious residential development. With innovative concepts and a luxury-driven approach, the project set a new benchmark for digital placemaking.
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Office
Redesigning eCommerce site for one of the UK’s leading footwear retailers, Oversaw delivery of a bold new look and intuitive shopping experience that elevated OFFICE’s brand while streamlining the customer journey. The result was a modern, high performance website built for growth.
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Stylus
For this global trends intelligence platform, I led the strategy and delivery of a modernised digital experience. Through a streamlined interface, tailored user journeys, and bold design, the project positioned Stylus as a cutting-edge resource for innovation.
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Toronto Dominion Bank
Designing and building a sophisticated trading app for TD Bank’s private clients, I delivered an intuitive platform that empowered users to trade global securities with ease. Deep integration, robust security, and user-focused features ensured the app’s success, with over 100,000 downloads and stellar reviews.
Fred Beatson-Hird
A little bit about me… 👋
Hello — I’m Fred, founder of You Not Me. I started the company to solve a common problem in brand and digital projects: great ideas often fall apart in execution. Agencies or consultancies typically focus on the concept; internal teams focus on the constraints. My job is to bridge that gap — turning ambition into delivery that actually works in the real world.
Over the past 18 years, I’ve worked across venture capital, tech consulting, branding, marketing, retail, finance, investment management, luxury, and travel. That mix has given me a deep understanding of how different industries operate, how decisions get made, and what it takes for major initiatives to land successfully.
I’m not here to impose a vision. I’m here to listen, collaborate, and help your teams deliver change with clarity and confidence. I work as an ally—aligning stakeholders, simplifying complexity, and ensuring the right decisions happen at the right moments. I care about measurable results, and I enjoy a challenge.
Before founding You Not Me, I led consulting for brand and digital transformation at Matter Of Form. Prior to that, I built and sold a tech consultancy and engineering business to HAVAS after five years in venture capital. I’ve partnered with a wide range of organisations, from category-leading brands to fast-moving scale-ups.
Outside of work, I’m always exploring new places to eat, supporting Brentford FC, or behind the decks DJing and digging through my ever-growing music collection.
Delivering ambitious change isn’t just about the idea — it’s about having the right person to shape it, deliver it, stress-test it, and bring teams along with you. Here’s what clients value most when we work together:
WHY WORK WITH ME
INSIDE, BUT OUTSIDE IN
I work closely with your teams, embedding where needed, to bring clarity, momentum, and accountability. You get the benefits of an internal leader with the perspective of an external expert.
STRATEGY AND DELIVERY
I don’t just design the plan — I run it. From direction to governance, I make sure decisions are sound, risks are managed, and the programme moves forward without unnecessary friction.
MULTI-DISCIPLINED THINKING
With experience across venture capital, tech, operations, branding, UX, and marketing, I help teams make smarter, faster decisions by connecting the dots across disciplines.
SENIOR, BUT NOT PRETENTIOUS
You get someone experienced enough to handle board-level conversations, and hands-on enough to work directly with product, design, and engineering teams. No fluff, no ego — just progress.
Facing a specific challenge?
If you’re wrestling with a difficult programme, project, or decision, I offer a focused half-day to help you get unstuck. After a short intro call, I’ll dive into the problem and return with clear, actionable recommendations tailored to your organisation.