About Axis Advisory
AXIS Advisory is the business I created to help founder-led and scaling consumer brands make better commercial decisions and turn those decisions into action.
The focus is deliberately practical: work out where profitable growth should come from, get clear on what matters most and, where useful, stay involved to help make it happen.
That might mean one focused commercial conversation, a deeper Diagnostic, a Growth Sprint, ongoing advisory, fractional leadership or selective brand and channel representation.
Meet Lee Harwood
I'm a senior commercial and ecommerce leader with more than 25 years' experience across consumer brands, Amazon, retail, marketplaces, D2C, international expansion, pricing, profitability, customer development and commercial team leadership.
I created AXIS after a career working inside consumer businesses where I was responsible for delivering the number rather than simply recommending what somebody else should do.
The work I enjoy most is getting underneath a commercial problem, working out what really matters and helping a business move it forward - whether that is Amazon, a new market, a customer opportunity, margin, channel strategy or the wider commercial structure.
AXIS gives me a flexible way to bring that operator experience into businesses where it can make a difference.
Sector experience across consumer categories
Experience spans a broad range of consumer led categories, with particular relevance where channel strategy, brand growth and commercial execution matter most.
CATEGORIES INCLUDE
Health & Beauty
Personal Care
Wellness
Toys & Games
Arts & Crafts
Household
Consumer Electronics
Medical Devices
Camping & Outdoor
Apparel
Commercial experience applied where it matters
Commercial growth strategy and prioritisation
Commercial growth strategy and prioritisation
Commercial growth strategy and prioritisation
Amazon, marketplaces and ecommerce growth
Commercial growth strategy and prioritisation
Commercial growth strategy and prioritisation
Retail and Route To Market development
Commercial growth strategy and prioritisation
Pricing, margin and commercial profitability
Pricing, margin and commercial profitability
Pricing, margin and commercial profitability
Pricing, margin and commercial profitability
International expansion and market entry
Pricing, margin and commercial profitability
International expansion and market entry
Customer and channel strategy
Pricing, margin and commercial profitability
International expansion and market entry
Commercial execution, operating rhythm and transformation
Commercial execution, operating rhythm and transformation
Commercial execution, operating rhythm and transformation
Founder, leadership team and commercial team support
Commercial execution, operating rhythm and transformation
Commercial execution, operating rhythm and transformation
The AXIS Growth Framework
Growth brings opportunity, but it also brings complexity. AXIS uses three practical principles to help businesses decide where to focus and keep progress moving.
Clarity
Identify where growth should come from, which opportunities deserve attention and what is genuinely holding performance back.
Alignment
Make sure leadership, teams, channels, priorities and commercial plans are pulling in the same direction.
Momentum
Turn the right decisions into practical action, ownership and measurable progress.
Clarity creates focus. Alignment creates consistency. Momentum turns both into progress.
Underpinned By Three Connected Strengths
Strategic Insight
A clearer view of the commercial landscape, opportunities, risks and priorities - helping businesses make stronger decisions with greater confidence.
Commercial leadership
Experienced senior input to challenge thinking, align stakeholders, sharpen ownership and maintain focus on what will make the biggest difference.
Practical Execution
Hands on, commercially grounded support that helps turn priorities into action rather than leaving the business with another set of recommendations.
Senior support without unnecessary complexity
I want AXIS to be straightforward and commercially useful.
No bloated process. No off the shelf playbooks. No unnecessary consultancy theatre.
Just experienced commercial support, constructive challenge and practical action shaped around the business in front of me.
Sometimes that means helping a leadership team work through one important decision. Sometimes it means building a focused growth plan and sometimes it means getting more involved through fractional leadership or hands on support around a channel or customer opportunity.
Why businesses engage Axis
Businesses typically engage AXIS when they need experienced commercial input without immediately adding another permanent senior hire.
Growth has outpaced the current commercial structure.
Amazon, retail or marketplace performance needs clearer direction.
Margin, pricing or channel economics need closer attention.
Commercial priorities need sharper definition and sequencing.
Leadership bandwidth is stretched.
The business has a plan but needs stronger ownership and execution.
A new customer, channel or market opportunity needs commercial challenge before investment.
The business is preparing for its next stage of growth.
Contact us for a Free no obligation conversation
What it's like to work with me
Laura Johnson
Simon Livingstone
Laura Johnson
“Lee is a positive, down to earth colleague that brings a sense of fun to any project alongside considered thought, insightful perspective and a dedication to ensuring the best outcome.”
Senior Marketing Leader
Marie Dancer
Simon Livingstone
Laura Johnson
“Lee has nurtured a working culture that balances high performance with trust, support and collaboration. His strategic mindset and deep commercial understanding of both bricks and clicks is demonstrated in his results.”
Ecommerce Director & Growth Consultant
Simon Livingstone
Simon Livingstone
Simon Livingstone
“Lee is quite simply one of the best sales leaders I know. He has the ability to get the very best out of everybody he works with and is always supportive and consistent in his approach and demeanour.”
International Sales Professional
AXIS Advisory Group LTD
Clarity | Alignment | Momentum
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