‘Success is neither magical nor mysterious’
*Quote: J Rohn, Business Philospher
In business, it’s easy to get caught up in media noise that promises a quick fix for growth. Whether it’s honing an authentic brand voice or mastering the next big trend in viral marketing, the message is often the same: get this right, and your sales will take off.
The truth is that the path to sustained growth is much simpler than that- but it requires experience, skill, and a systematic approach. Lasting results come from a proven, data-driven pricing strategy, supported by range planning and market insight - not from a reactive, short-term sales push.
Big companies have this work built in as standard, giving them access to stability and a long-term view of future profit. We know this because, as pricing professionals, we bring decades of experience supporting corporate success. At Cookson Partners, we work solely with startup and SME clients.
We’ve come together with a shared passion: to help ambitious founders use this competitive advantage so they can do what they do best - make the world a better place.
[Image: Sophie Day Photography]
Innate Potential
We focus exclusively on helping our clients achieve better, more sustainable growth - improving long-term sales, value, and profit.
We do this by strengthening every part of their commercial strategy: from product and pricing to innovation, marketing, and sales.
We work with purpose-led founders and leadership teams who care about more than just the bottom line. For them, growth must reflect their values as well as their value.
That’s why everything we do is designed to drive profit in a way that supports what matters most to them - whether that’s social impact, long-term legacy, or meaningful change in their sector.
Our approach is highly collaborative. We don’t drop in, draft recommendations, and move on. We stay closely involved - helping turn strategy into action, step by step. What you’ll get from us isn’t a template - it’s clear, tailored thinking you can put to work straight away.
This means knowing where to focus your energy, feeling certain in your pricing decisions, and building a business that delivers healthy profit without compromising your purpose.
It’s how confident, values-led growth takes shape.
Every engagement is tailored, but the structure of our work follows a two-stage framework: Foundation for immediate impact, and Legacy for long-term value.
Our Approach in Practice
[Image: Sophie Day Photography]
Foundation
Price Positioning
Set prices that reflect your market position, brand, and business goals.
Agile Price Adjustments
Leverage real-time opportunities with responsive price changes.
Pricing Based on Value
Design a pricing structure based on the true value delivered—not just a crude cost multiple.
Effective Promotions
Design and implement promotions that increase sales, deliver value, and are easy to iterate.
Profit & Growth Optimisation
Identify where to focus resources for the highest short-term return.
Market, Competition, and Customer Insights
Analyse your market, understand your competition, identify your target customers, and audit past sales to shape your pricing strategies.
Legacy
Range Strategy & Innovation
Structure your product portfolio to maximise impact and support long-term growth.
Long-Term Pricing Plans
Develop flexible pricing strategies that adapt as your business evolves.
Valuation Services
Position your business for investment or sale, maximising its growth potential.
Pricing for Profit
Ensure your pricing consistently supports profitability as you scale.
Global Pricing Models
Create international pricing frameworks and market-specific competitive positioning.
Market, Competition, and Customer In-depth Analysis
Deepen your understanding of the market, competitors, and customer behaviour to guide long-term planning.
Partnership
We believe the best results come from working closely together.
We don’t just advise - we start by asking the right questions, understanding what matters to you, and working with you to turn strategy into measurable impact.
Every strategy is tailored to your business, your market, and your goals - nothing off the shelf.
Whether you need quick wins or deeper change, we adapt to your timeline, not the other way around.
Everything we recommend is designed to be implemented and drive real-world impact.
We care about results and stay alongside you through implementation, leaving you with a strategy that’s fully integrated and a set of tools you’re confident to use.
Case Study
Black Bee Honey
[Image & Cover Image by Dave Watts]
We knew our honey was exceptional - but pricing it right in a tough economy was a real challenge.
Black Bee Honey brings single-origin honey to market with integrity - high-cost production, real provenance, and no shortcuts.
Facing continued rising costs, they came to us for support in strengthening their pricing strategy and making their value clear - without relying on discounts.
Cookson Partners’ deep data and research-led approach gave the team clarity and confidence, offering a level of rigour they never would have had time to reach on their own.
Together, we rebuilt the case for their RRP, brought structure to promotional planning, and turned instinct-led offers into data-driven decisions.
Brands We’ve Worked With
Who We Are
Caroline Cookson
FOUNDING PARTNER
Caroline began her career at KPMG before moving to Brown-Forman, where she worked globally, leading pricing, market planning, and brand strategy.
Her work has included quadrupling the value of a challenger brand; identifying $40m of profit opportunities through a new process; growing markets by 15% for three years, and building the case for a £50m capital investment.
Caroline has a degree in mathematics from the University of Cambridge.
Lucy McCarthy
PARTNER
Former VP of Business Development leading international expansion at Itsu, and Head of Proposition at Tails.com where she helped drive a 76% revenue increase, Lucy brings a genius for scaling high-growth, consumer-focused businesses.
Fleur Emery-Rice
PARTNER
Multi award-winning serial founder with 20 years’ experience building standout consumer brands Fleur has coached the founders of numerous successful startups. Her work has been recognised by The Guardian, The Observer, and The FT.
Harriet Sharkey
PARTNER
Harriet is a strategic consumer insights leader with over a decade's experience in premium consumer goods, specialising in helping brands to sharpen their positioning, deepen relevance and accelerate growth.
Alex Aves
PARTNER
Alex is a marketing director and board advisor with 20+ years experience providing marketing innovation and strategy expertise for start ups, listed companies, major corporations and membership organisations. She has broad international experience and deep expertise in super premium FMCG.
Get in Touch
If your business is exploring new opportunities or facing commercial challenges, we’re here to help.
Let’s talk about where you are, what’s ahead, and how we might add value.
Whether you’ve never looked closely at your data before, or you have but aren’t seeing the results you’d hoped for, we tailor our approach to fit your stage, your goals, and the way you work.
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