Odin Stones exists to rebuild and compound value in businesses where customer economics, digital capability and organisational execution have fallen out of alignment — through senior advisory work and, via Odin Stones Group, direct ownership.
Many organisations with strong demand and capable people systematically underperform — not because of market failure, but because of broken operating engines. We correct that by applying disciplined strategy, strong commercial execution, modern technology and hands-on delivery to restore sustainable value creation.
"We turn operational complexity into economic clarity — and clarity into durable growth."
To be recognised as the leading operator-led practice for service-heavy and hybrid businesses — known not for the number of engagements we run or assets we hold, but for the depth of transformation we deliver and the durability of the returns that follow.
That means a small number of deeply transformed relationships rather than a large, shallow book of business; a proprietary value-creation operating system; and execution credibility with boards and capital partners.
These are operating rules, not aspirations.
We prioritise customer lifetime value, contribution margin and cash generation over scale or vanity growth. Growth that destroys value is rejected.
Strategy only exists when it is executable. We favour clarity, cadence and accountability over ambitious but fragile plans.
Digital and AI capability is deployed where it materially improves decisions, utilisation or outcomes — never for signalling.
We simplify metrics, structures and decisions. Complexity is treated as a cost, and simplified only where it demonstrably creates value.
We behave as long-term owners — disciplined with capital, intolerant of waste, and focused on compounding returns across cycles.
Every recommendation is tested against a single question: does it grow faster than the cost of capital.
Rather than a single generalist team, Odin Stones is organised into capability pods. Engagements are staffed by senior operators from the relevant pod, supported by a wider network of associates and operating partners across our regions of operation.
Corporate strategy, M&A appraisal, portfolio structuring and investment-committee-ready business cases for boards and capital partners.
AI and digital transformation audits, applied data science, personalisation modelling, and adtech/ESG measurement tools built with academic partners including Oxford Saïd.
Customer lifetime value modelling, pricing and contribution margin, retention strategy and media efficiency — always tied back to EBITDA and enterprise value.
Campaign, creative and media execution for organisations that need delivery capacity, not just a strategy deck.
MarTech and data-stack design — CDP, DAM, PIM and orchestration layers — built to be owned by the client's team, not the agency's.
Capital discipline, KPI cadence, leadership reset and board governance for businesses moving through inflection points.
Our engagements have spanned retail, mobility, telecoms, FMCG, financial services and public bodies — led from London and Brussels, with active advisory work in New York and the Middle East. We resource each engagement with senior operators local to the market, rather than flying in a standard team.
Founder, Odin Stones. Former Group CMO, Kingfisher. Former CMO/Interim CDO, Eurostar & Telenet.
Matthew founded Odin Stones after two decades leading transformation inside some of Europe's largest consumer and travel businesses — investing over £400m in marketing and commercial change, and generating over £1bn in incremental profit along the way.
He has led organisations of 100–500 people across the UK, EU and Middle East, built the £100m+ Nectar360 retail media business with Sainsbury's and TCS, run Kingfisher's £800m One Kingfisher transformation across ten countries, and served as Interim Chief Digital Officer at Telenet through its acquisition by Liberty Global. He holds an Oxford MBA with distinction in Strategic Leadership and serves as a school governor.
Get in touch with Matthew