Bridging the gap between vision and delivery.
I’m Fred Beatson-Hird, founder of You Not Me. I help established organisations deliver complex change without losing momentum, clarity or their identity.
Fred Beatson-Hird · Founder
For more than fifteen years I’ve worked across luxury, retail, finance, publishing, venture capital and digital transformation, leading global rebrands, eCommerce and omnichannel modernisation, customer experience redesign, product development and major technology programmes.
I built You Not Me to work as an embedded senior partner for large organisations: someone who aligns teams, accelerates decisions and delivers complex change with confidence and calm. Independent enough to bring challenge and clarity, embedded enough to feel like part of your team.
Fifteen years, twenty-plus organisations
Years leading digital, brand, eCommerce and transformation programmes.
Organisations across retail, luxury, financial services, property, travel and publishing in the UK, US and EMEA.
Sides of the table: leadership roles at HAVAS and Matter Of Form, and hands-on inside large organisations.
Disciplines spanned: brand, delivery, UX, product, technology, finance, procurement and operations.
Industries
- Luxury
- Retail
- Banking
- Insurance
- Venture capital & private equity
- Property
- Travel
- Publishing
Skills
- Programme & project management
- Product management
- Service & product design
- Digital & eCommerce consulting
- Customer journey optimisation
- Vendor & technology evaluation
- Governance & workflow design
- Cross functional alignment
Programmes I lead
- Digital transformation
- eCommerce replatforming
- Brand evolution & rollout
- CX redesign
- New product & service development
- Operational change
- Subscription, retention & CRM
Technologies
- Major eCommerce platforms
- Major CRMs
- Headless front end & CMS
- Subscription & loyalty platforms
- CDPs & analytics tools
- Google Cloud & Analytics
- Native & hybrid app frameworks
Four principles behind the work
Strategy is everywhere. Delivery is rare.
Companies don’t struggle with ideas; they struggle with turning them into reality. My job is to create clarity, alignment and momentum so progress actually happens.
Change only works when it is owned from the inside.
My role is to support your mission, not impose mine, and to make sure change strengthens what already makes you successful.
Complexity demands orchestration, not more noise.
When everyone has tools, opinions and strategies, the real value is someone who can cut through, join the dots and keep teams moving together.
Identity matters.
Change should not dilute what made you distinctive; it should amplify it. The best transformation protects the core while modernising the parts that need to evolve.
Joined-up, senior and calm
I bridge strategy, teams, technology and delivery
Most consultants sit in one lane. I operate across all of them, giving you joined-up advice, decisions and momentum across teams.
I integrate quickly with senior teams
I understand how brand, digital, eCommerce, operations, technology and finance leaders think, which means faster onboarding and smoother execution.
I make change feel calm, not chaotic
You get structure, clear governance and steady communication, without unnecessary noise or disruption.
I protect what makes you unique
Modernisation should not dilute your identity. I help you evolve without losing the core that made you successful.
yes no maybe studio.
You Not Me leads transformation for large organisations. yes no maybe studio is its AI-augmented delivery studio for startups, scaling brands and portfolio companies.
It handles both ends of the work: deciding what to build, then building it. The same senior method behind You Not Me, adapted to a leaner way of working, so you get the rigour of enterprise delivery without the layers, the delay or the big bill.
Visit yes no maybe studio →