MiXR · Product launch · Commercialisation · Growth
From business case to national launch.
Building, launching and scaling Stonegate Group's digital loyalty and commercial engagement platform.
- Organisation
- Stonegate Group
- Role
- Led launch, commercialisation and growth
Key launch achievements
- 5 months
- From proposition to national launch
- 800+
- Sites in the national rollout
- 16,000
- People across the organisation brought into the rollout
Chapter 01 — Build it
An idea on paper. A national product in five months.
I joined with an approved business case. The job was to turn it into something customers could actually use — and give the business a proposition it could confidently launch in five months.
I led the naming, brand identity and positioning, shaped the product proposition, technology stack and feature roadmap, and brought the go-to-market strategy and launch execution together. That meant connecting brand decisions with the customer experience, not treating them as separate projects.
Turn commercial intent into a coherent proposition — then make it real, at pace.
Chapter 02 — Scale it
800+ pubs. One business moving together.
A national launch only works if the people delivering it are ready. Across more than 800 pubs and a business of approximately 16,000 employees, the challenge was operational adoption as much as customer acquisition.
I led rollout strategy, aligned operations, sales, marketing, finance and technology partners, and managed agencies and a team of two. With ownership of a £2m marketing and brand budget, I reported to senior leadership and a monthly steering committee attended by the CEO and board members. The focus was keeping pub teams, partners and decision-makers moving in the same direction.
Scale comes from bringing the business with you, not simply announcing a launch.
Chapter 03 — Commercialise it
A loyalty platform. A new commercial proposition.
MiXR opened a new way for drinks suppliers to reach customers. First-party customer data made it possible to connect supplier-funded activation with targeted rewards, product launches and more meaningful campaign measurement.
I developed and sold the supplier partnership proposition, creating opportunities across MiXR media and activation. Supplier partnership revenue grew to more than £3m, alongside a platform that reached more than two million users through the work of the wider Stonegate team.
Build the customer value and the commercial model together.
The Commercial Proposition
MiXR gave drinks suppliers a new way to reach customers through first-party data, targeted rewards and measurable activation.
The commercial impact
- 2m+
- Users over three years
- £40m+
- Platform transactions
- £3m+
- Supplier partnership revenue
- 30%
- Of transactions in the pubs division via MiXR
- 0→11%
- National brand awareness
Platform outcomes reflect the work of the wider Stonegate team and estate.
Recognition
- Restaurant Marketing & Innovator Awards 2025 — Best Use of Data
- Restaurant Marketing & Innovator Awards 2025 — Best Use of Technology
- MCA Hospitality Awards 2025 — Best Use of Technology
What this demonstrates
I can take a proposition from paper to a live national product at pace — building the brand, the technology and the commercial model, and bringing a 16,000-person organisation along with it.
Next case study
Guinness Six Nations
Let's build something ambitious.
I'm always interested in conversations about commercial growth, new ventures and leadership opportunities.
Get in touch