Helping growth plans and deals perform across West and East

The Cotton Foundry is Dan Cotton's advisory platform. He works alongside owners, boards and leadership teams, drawing on 17 years making growth plans for UK and US owners and delivering them in Asia. Boards and founders rehire and retain him after the deal.

Dan Cotton

For 17 years I built and ran businesses in Asia, mostly for UK-owned companies. My teams and I made the growth plans for our owners in London and New York, won their backing, refined them together, then delivered them.

Along the way I've seen a lot: advertising and retail media, data services, events and subscriptions; teams selling direct and through channel partners; and markets from China and Southeast Asia to Japan, Korea, India, Australia and New Zealand.

I've been on both ends of that line: the board asking why the plan isn't delivering, and the team on the ground trying to deliver it. What stayed with me is that the numbers can tell you whether a plan is working, but whether it works comes down to the people. So I tend to start with questions: what each side wants, what worries them, and what hasn't been said yet. Then I help the team shape a plan that works for them: one they believe in and can deliver.

Before Asia, I trained as a strategist at BCG, then held strategy and operating roles in UK ecommerce and digital media businesses, including launches, and from Asia I led global strategy for Flywheel and Omni. Now, through The Cotton Foundry in the UK, I work with owners, boards and leadership teams wherever growth plans and deals have to perform, with a particular edge in West–East situations. That means delivering the growth, working closely with the leaders who make it happen, and keeping owners confident in the plan. I also mentor leaders who have just stepped up, and sit on boards.

Dan Cotton · Based in the UK

My work is at its best where delivering performance is hardest: owners far away, teams across cultures, and business models that have to be reshaped to fit.

When to call

Situations vary, but often involve one of these.

Buying, merging or partnering

The deal, and the first year after it, when most of the value is won or lost.

A growth plan that isn't landing

When the board and the team see the business differently, and results lag.

A leader stepping up

A founder or new leader who wants a sounding board who has done the job.

New markets and launches

Taking a business into new markets or channels, Asia included, or launching something new.

The work fits well in businesses or divisions turning over $20–500m, from founder-owned businesses to divisions of listed groups, usually in the UK or Asia, though these situations come up anywhere.

Stories from the work

Six stories from businesses I cared about, and the part I played in them. Most are from Asia, where the challenges were hard and fast and the owners far away; what made them work applies anywhere. There are others, depending on the conversation you want to have.

WGSN after Stylesight · 2013 to 2015

Bringing two rival teams together, and growing again

Ran the Asia-Pacific integration after WGSN bought its biggest competitor; over three years the combined business tripled, on better margins.

What carries over: turning two rival teams into one organisation, then growing again.

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When WGSN bought Stylesight, its biggest competitor, I led the integration in Asia-Pacific. The two teams had long been rivals, winning clients from each other rather than growing the market. The most important work came in the first three months: designing the organisation and choosing the leaders to run it. It was a bumpy ride, but we got back to consistent forecasts and solid growth, took the new WGSN into new categories, and over three years tripled the business, including the acquisition, on better margins.

Yimian Data · 2020 to 2026

Thoughtfully integrated, and the founders came back

Steered a founder-led business through its integration into Flywheel as it grew six-fold into profit; its founders have since asked me to work with them again.

What carries over: integrating a founder-led business deeply without losing its founders.

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In 2020 Yimian Data became Ascential's first acquisition in China, part of a plan I led to build scale there. Bringing a doubtful board with us took patience. We integrated it into Flywheel, and in three years it grew six-fold into profit. Alongside the earn-out, I looked for bigger problems the founders could take on, and helped where I could. In 2026 I led its sale to NIQ. The founders now bring me into their next venture, and that means a lot.

Intrepid · 2021 to today

A deal that has become a lasting relationship

Sourced and led the acquisition of a business that has since grown more than tenfold; its leaders kept me close after the sale, and still do.

What carries over: holding a deal together under pressure, and a relationship that outlasted it.

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In 2021 I found Intrepid, a Southeast Asian ecommerce services business, and led its acquisition for Flywheel. Soon after, the market dipped and the investment case came under pressure. I worked alongside its leaders through some hard decisions: a leaner organisation, tighter thresholds on client deals and a renewed push for new business. After I led its sale to management in 2024, its Chair and CEO kept me close. The business has grown more than tenfold in five years, and I now help them think about what's next.

WGSN China and Coloro · 2015 to today

Committing to a partner, and two partnerships that lasted

Built two China partnerships with a government-linked partner; both are still growing, and I remain on both boards.

What carries over: aligning partners with different motives, and finding a structure both could live with.

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By 2015 WGSN's China business was growing but too small to stand alone, and depended on CTIC, its government-linked partner. The economics pointed one way, and I made the case to our board to commit fully: a JV, WGSN China, and a second company, Coloro. It took patience on both sides. When China's investment rules blocked Coloro's planned structure, we faced a really difficult problem, and found another way that worked for everyone. Both are still growing, and I'm grateful to remain on both boards.

WGSN from 2020 · Yimian from 2022

Growing into a new market, twice, organically

Sponsored multi-team projects that grew Southeast Asia organically for two businesses: six-fold in three years at WGSN, and from nothing to a fifth of Yimian's business in two.

What carries over: organic growth from patient focus on product and go-to-market.

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At WGSN, from 2020, we listened closely to what clients needed, matched the product to it, went to market consistently and were honest with the executive team about when revenue would land: the business grew 6x in three years. With Yimian, from 2022, we started from nothing and built credibility with the right clients on a product good enough to earn their trust: within two years Southeast Asia was 20% of Yimian's business. Both times, the difference was precision and patience.

Money20/20 China · 2017 to 2019

A strong launch, and a market that moved

Led the government relationships behind Money20/20's launch in China; the first year gave everyone confidence, then the market moved and we paused it. It taught me to watch policy closely in a market built on one industry.

What carries over: knowing when a model won't travel, and what could break a market.

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Ascential wanted to test events in China, the world's largest fintech market but a walled garden, where only a government partnership could deliver scale. In 2017 we announced Money20/20 China with the Hangzhou and Xiaoshan governments; I led those relationships. The first edition drew 3,000 people and strong speakers. Then peer-to-peer lending changed sharply, the partners never fully aligned, and 2018 was the only edition. What I took from it: speak up sooner when either side's expectations can't be met, and understand what a market is really built on.

Behind these: 17 years in Asia, 15 of them for UK-owned companies and 11 of them as APAC executive for UK and US listed companies; nine deals, five integrations and two JVs; a 1,000-person business; Asia-Pacific through Ascential's London IPO and through Covid; helping sell Flywheel to Omnicom; and, before Asia, strategy and operating roles in UK ecommerce and digital media businesses, including launches.

Does one of these sound close to where you are? I'd be glad to hear about it.

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How I can help

Some of what I help with. It's a sense of the work, not its limits.

Buying, partnering and integrating
From choosing the target or partner to the first year after the deal, when most of the value is won or lost.
Setting growth plans
A plan your team believes in and can deliver, tested against the numbers, the people and the markets.
Designing the organisation
Assessing the team and structure you have, and designing the one that can execute the plan.
Preparing for exit or investment
Getting the business, and its story, ready.
Developing leaders
Mentoring founders and next-generation leaders, as an accredited Integral Theory coach.

The work takes whatever shape suits the situation: a short second opinion, an advisory project or retainer, a fractional executive role, a mentoring or coaching package, or a board seat as NED or Chair.

You work with me directly, alongside your own team and advisers. Where it helps, I lean in to drive projects and teams. When the work needs more hands, I draw on my network of advisers and fractional specialists, or help you find the right people. The network covers APAC legal, China policy, Asia design and trends, fundraising, programme management, and data, tech and AI. I'm accountable for delivering what I commit to.

Tell me what's going on, and I'll tell you if I think I can help.

A short note is plenty.

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