Ayse Durmush · Director
Thirty years spent finding the real problem.
Most of it in the boardrooms of companies you have heard of. The rest with independent businesses who deserved the same standard of thinking.
Background
Big brands and small businesses.
I have spent thirty years scaling projects for Google, Samsung, Apple, Virgin and LEGO. I have also sat with well over a thousand small and medium businesses as a business advisor at NatWest.
That combination is unusual, and it is the whole point. Global brands taught me what rigour looks like: how a proposition is actually stress tested, how change is sequenced so people adopt it, how a plan survives contact with a board. The thousand businesses taught me what happens when that rigour is missing, and how quickly things improve when it arrives.
Across that work, clients have generated more than a billion dollars in sales. I founded AD Consults to apply the same standard to businesses that rarely get access to it.
The standard
Real impact comes from cutting through the noise. That is the standard we bring to every business we work with.
Ayse Durmush, Director, AD Global Consulting
How I work
A troubleshooter, first.
What I am known for is the ability to get to the heart of a problem quickly, and to say what I actually think about it.
Symptoms are not causes
Flat sales, team stress, churn and underperforming campaigns are almost never the problem. They are the evidence of one. The first job is always to separate the two, because businesses waste years treating symptoms.
Evidence before opinion
I do not open with a recommendation. I open with a diagnosis, built on the commercial numbers, the operating reality and how the business is actually found and chosen in the market.
Plans people can act on
A strategy that cannot be executed by the team you have is not a strategy. Everything ends in a prioritised roadmap, sequenced, owned, and specific enough to start on Monday.
Straight answers
If the work is not right for us, you will hear that in the first call rather than three months into an engagement. That candour is the most valuable thing I sell.
In their words
“AD Consults helped us solidify our goals and create a structured strategy that actually delivered results.”
Emma C, Managing Director, Consultancy
“The change management support made what could have been a painful transition feel seamless.”
James W, Head of Operations, Financial Services
“Our inbound leads more than doubled within three months. Her team ran a full audit and built a strategy that connected each of our channels.”
Laura B, Marketing Director, Ecommerce
Speaking and media
Real business talk. Big brand thinking.
Available for podcasts, expert panels, media features and business events.
Topics include translating global brand strategy for smaller teams, diagnosing the real problem in a business before it spirals, building a company that is not run on chaos, marketing that performs rather than just looks good, and why most digital transformation projects fail.
Next step
Thirty minutes. One honest conversation about what is actually going on.