About

A little bit about me… 👋

Hello — I’m Fred Beatson-Hird, founder of You Not Me. I help ambitious brands deliver complex change without losing momentum, clarity or their identity.

For the last 15+ years I’ve worked across luxury, retail, finance, publishing, VC and digital transformation — leading global rebrands, eCommerce and omnichannel modernisation, customer experience redesign, digital product development and major technology programmes.

My through-line is simple: bridging the gap between vision and delivery.

Strategy is everywhere. Execution is rare.

I built You Not Me to solve that — as an embedded senior partner who aligns teams, accelerates decisions and delivers complex change with confidence and calm.

“Strategy is everywhere. Execution is rare.”

Change only works when it’s owned from the inside.

My role is to support your mission — not impose mine — and ensure change strengthens what already makes you successful.

What I Believe

Identity matters.

Change shouldn’t dilute what made you distinctive — it should amplify it. The best transformation protects the core while modernising the parts that need to evolve.

Strategy is everywhere. Delivery is rare.

Companies don’t struggle with ideas; they struggle with turning ideas into reality. My job is to create clarity, alignment and momentum so progress actually happens.

AI and rising complexity demand orchestration, not more noise.

When everyone has tools, opinions and strategies, the real value is someone who can cut through the noise, join the dots and keep teams moving together.

Why work with me

I bridge strategy, teams, technology and delivery

Most consultants sit in one lane. I operate across all of them — giving you joined-up decisions, momentum and clarity across teams.

I turn complexity into something executable

I simplify what’s noisy, cut through competing agendas and unblock progress so programmes move forward with purpose.

I integrate quickly and work well with senior teams

I understand how cross-functional leaders think — brand, digital, eCommerce, ops, tech and finance. That means faster onboarding, better alignment and smoother execution.

I make change feel calm, not chaotic

You get structure, clear governance, and steady communication — without unnecessary noise or disruption.

I deliver, not just advise

You don’t need another strategist. You need someone embedded enough to move work forward, challenge constructively and ensure outcomes actually land.

I protect what makes you unique

Modernisation shouldn’t dilute your identity. I help you evolve without losing the core that made you successful.