About Be More Fox | The People Behind the Consultancy

Trailblazers, trend-setters, operators, market know-how, innovators, blowing our own trumpet

We didn't start Be More Fox because we wanted to build another consultancy.

In fact, most of us have spent enough time around agencies, suppliers and growth experts to know that businesses rarely need more opinions. What they need is clarity, honesty and people willing to roll their sleeves up and help solve problems.

Be More Fox was built around a simple belief: good businesses deserve better support.

Not every business. Good businesses.

The founders obsessing over their products. The teams trying to create a better experience for their customers. The businesses investing in quality, community and long-term growth rather than shortcuts and quick wins.

Those are the people we enjoy working with.

Those are our people.

We're naturally curious. We ask a lot of questions. We challenge assumptions. We care about the details. We genuinely enjoy understanding how businesses work, what makes customers tick and why some brands create loyalty while others struggle to build trust.

That curiosity is what brought us together.

Today, Be More Fox is a collective of strategists, creatives, marketers and specialists who share a common mindset. We believe growth should be intentional. We believe business can be commercially successful without compromising its values. And we believe the best ideas often come from collaboration, not ego.

Outside of work, we're travellers, dog owners, creators, adventurers and lifelong learners. We care about people, experiences and building a life that feels meaningful, not just productive.

That perspective shapes how we work.

We know that behind every business is a founder carrying responsibility, making difficult decisions and trying to balance growth with everything else life throws at them. We understand the pressure because we've lived it ourselves.

That's why our relationships with clients rarely feel transactional. We become invested.

We celebrate the wins, navigate the challenges and care about the outcome as much as the strategy.

At the end of the day, we're not interested in building the biggest consultancy.

We're interested in helping good people build great businesses.

And having a lot of fun along the way.

Sarah fox

With over a decade of experience scaling brands across luxury goods, FMCG, B2B, and broadcasting, Sarah is the driving force behind Be More Fox. Known for her commercial instinct and strategic clarity, she’s taken brands from £4m to £14m, with repeat customer rates of over 80%. Sarah blends sharp brand thinking with hands-on strategy specialisms, helping businesses unlock growth by aligning purpose with performance. As co-founder and MD, she leads client strategy and business direction, bringing passion, vision, and results to every partnership.

ellie jones

Ellie is a senior brand and marketing consultant with a proven track record in the consumer goods space. She has led campaigns for industry leaders and scale-ups alike, including launching global rebrands for names like MyProtein. With sharp creative instincts and commercial savvy, Ellie helps clients build brands that standout - and sell. Her work bridges insight and execution, bringing energy, clarity, and real-world results to every project she touches. At Be More Fox, she plays a pivotal role in shaping brand identities for clients that not only resonate but drive long-term growth.

jamie fox

Jamie brings deep financial expertise and operational acumen to Be More Fox. With a background in accountancy and years of experience inside high-growth startups and complex corporate environments, he ensures the engine behind every brand runs smoothly. From forecasting and profitability modelling to systems and workflows, Jamie is a trusted partner to clients looking for sustainable growth and operational excellence. As co-founder, he plays a key role in scaling Be More Fox’s offer with integrity and precision.

MEET THE EXTENDED FAMILY

The Collaborative

We've launched brands all around the globe

Japan

Belgium

Portugal

Dubai

USA

France

UK

DACH

Create Something Worth Existing

May 29, 2026

One of the questions we ask ourselves when considering a new client is surprisingly simple: if this business disappeared tomorrow, would anyone genuinely care? In a world obsessed with growth hacks, customer acquisition and optimisation, we believe the most successful brands are still the ones focused on creating something people genuinely value. This is our perspective on intentionality, meaningful growth and why good businesses doing meaningful things well will always win in the long run.