Meet Jodie Horgan.
Commercial consultant and Fractional Commercial Director for founder-led businesses and established SMEs.
Over 25 years of commercial experience, I’ve worked through the decisions, pressures and practical changes that come with growth.
My approach brings those lessons together through STRUCTURE, BRAND, PEOPLE and GROWTH. I help you see the whole business, decide what matters and turn those priorities into action.
Four areas. One stronger business.
STRUCTURE | BRAND | PEOPLE | GROWTH
Every business has different challenges. My approach brings these four areas together, helping you identify what needs attention and make commercially sound decisions.
Experience shaped by real business decisions.
I've spent over 25 years working in commercial leadership, business development and growing businesses.
I co-founded and helped grow a business from £500k to £3.2m before its trade sale in 2019. I then spent five years as Group Sales & Marketing Director within a £75m national business, reporting directly to the CEO.
I've experienced the realities of growth from both sides — building a business where every decision matters, and leading commercial strategy within a much larger organisation.
Since 2024, I've been running my own consultancy alongside building a consumer brand. That means I'm still making the same commercial decisions my clients face, from profitability and operations to customer experience, marketing and growth.
I don't just advise businesses on growth. I'm still doing the work myself.
The businesses I'm drawn to.
I work across sectors, but I have a particular interest in independent, natural, sustainable and purpose-led businesses.
I understand the challenge of balancing commercial realities with the values that made you start the business in the first place.
For me, good commercial advice isn't about changing what makes a business special. It's about helping it become stronger, more profitable and better equipped to grow.
How I work
Expect straight-talking, grounded support. We look at the evidence, have the honest conversations and agree practical priorities for your business.
I work alongside you through a Consultancy and Growth Partnership, or within the leadership rhythm as a Fractional Commercial Director. For one specific decision, Commercial Advisory may be the right starting point.
Our Values
Honesty over performance: We choose the truth. We don’t present perfect versions of life, we reflect things as they actually are.
Complexity is welcome: We don’t simplify what isn’t simple. Life is layered, and we make space for that — in how we think, speak, and support.
Self-defined success: We support people to build, lead, and live in ways that feel right for them — not what’s expected. Because real life, and real growth, aren’t straightforward.
Support — not fixing: People aren’t problems to solve. We don’t position ourselves as the answer, we create the space for people to be recognised: to be heard, felt and seen.
Presence over perfection: We value showing up as you are. Not when it’s polished, not when it’s finished — but right in the middle of it.
Clarity through naming: We say the thing. We articulate what others are feeling but not expressing: clearly, directly, and honestly.
Meet Rachael
Rachael is our Operational & Marketing Manager. We worked together in the corporate world before building this next chapter. She supports the operations and marketing of The Complicated Coach and Complicated Co.
The Wider Complicated World
Alongside The Complicated Coach, I run Complicated Co. an independent clothing brand built around the idea of wearing how you feel, and host the Complicated Conversations podcast. which can be accessed on Youtube or Spotify.
Both reflect my belief in honest conversations, individuality and the realities of building something of your own.