Max has spent over a decade driving brand growth and commercial strategy across the Max has spent over a decade driving brand growth and commercial strategy across the FMCG sector, combining deep analytical rigor with a genuine curiosity for how brands connect with consumers—and a knack for learning fast, figuring things out as he goes, and occasionally trusting his gut before turning it into something that works.
His current role sees him heading up the Category + Commercial Strategy for Proper Snacks, Europe’s fastest-growing major snacking manufacturer. He’s responsible for building and leading the category + commercial strategy function, transforming it from an internally-focused team into a strategic partner that shapes brand positioning and growth strategies. His approach centers on translating consumer and shopper insights into actionable brand-building strategies, working closely with major retailers to identify opportunities and develop innovation that resonates with evolving consumer trends.
Max has positioned the business as thought leaders in healthier snacking, leading strategic partnerships with retailers on everything from health basket strategies to future fixture planning. He sits on the Commercial Leadership Team, where he’s driven the people agenda—leading initiatives that dramatically improved engagement scores. His leadership style focuses on building capability, having managed multiple direct reports and created training frameworks rolled out business-wide.
What defines Max’s approach is his adaptability and willingness to step into unfamiliar territory. When critical gaps emerge, he raises his hand—whether that’s taking ownership of pricing strategies, shaping brand planning processes, or solving problems well outside his comfort zone. He’s comfortable experimenting his way to solutions.
Before Proper Snacks, Max spent over nine years at Pepsico leading category strategies, shaping commercial and pricing approaches, and heading analytics across multi-billion pound portfolios.
Away from work, Max has volunteered weekly with Age UK for over five years, organises football, cricket and chess teams and spends his spare time enjoying the countryside with his wife and dog.
