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Still waters. Sharp minds.

Advisory and fractional leadership for founders and leadership teams.

A useful person to have in your corner.

I’m Jade Proudman: entrepreneur, former CEO, commercial strategist and operator. I built a business from £500 to seven-figure revenue, helped build the UK CBD sector and represented it in Westminster.

Now I help founders and leadership teams make difficult decisions, solve commercial problems and get the work done.

Available now for fractional roles, 1–2 days a week.

Send me an email (jade@foxandfrogltd.com) Explore ways to work with me

I’ve sat on more than one side of the table.

Founder. CEO. Brand builder. Adviser.

  • £500 to seven-figure revenueBuilt Savage Cabbage from an initial £500 investment.
  • WestminsterRepresented the UK CBD and cannabis sector in APPGs, alongside senior MPs.
  • Global Brand AmbassadorFor Charlotte’s Web, after bringing the brand into the UK as its exclusive distributor.
  • Live on QVC and Ideal WorldCreated Forest Floor, formulations and all, and sold it live on TV.
  • Founders to family officesWorked with founders, executive teams, boards, investors and private family offices.
  • MA Social PedagogyHow people learn, develop and change. Businesses are systems made of people.

Brands I’ve created In the media

Jade Proudman, founder of Fox & Frog, standing on a footbridge among trees

Jade Proudman MA

Principal Consultant

Entrepreneur, former CEO, commercial strategist and operator.

Jade is an entrepreneur, former CEO, commercial strategist and operator. She built a business from £500 to seven-figure revenue, helped shape the emerging UK CBD and cannabis sector, represented the industry in Westminster and has worked across brands, products, regulation, investment, leadership and commercial strategy.

Read more about Jade

Two ways to work with me.

For founders, leadership teams, boards and investors. You don’t need to know which one you need. Working that out is part of the job.

01

Advisory

An experienced outside brain for the big decisions, commercial strategy, brands and products, and the important projects that are stuck, drifting or complicated.

Ongoing, or for a specific piece of work.

02

Fractional roles

Senior commercial leadership inside your business, without another permanent executive hire. Hands-on, alongside your team.

Available now · 1–2 days a week

Thinking of backing a business? I’ll ask the awkward questions before the money moves.

Sound familiar?

  • Something is stuck and nobody can quite agree why.

  • Too many ideas, and no clear sense of which one matters.

  • Growth has become messy.

    There is almost certainly a simpler way.

  • An important project is stuck, drifting or complicated.

    Getting the bloody thing done.

  • You’re too close to the business to see it objectively.

  • A brand, proposition or product needs building, fixing or repositioning.

    Making people give a damn.

    See my work

If any of these are keeping you up at night, that’s my cue.

Classic what-the-frog moments.

Sometimes you don’t need an agency. You need a very good brain in the room.

No enormous agency team.

No 74-slide strategy nobody uses.

No theatre.

Recognition.

Jade holding open the King Charles III commemorative album at her feature, Plant the seed.

Official Partner, King Charles III Coronation and 75th Birthday Commemorative Album2023

King Charles III: The Leadership and Vision of a Modern Monarch

Featured in the official commemorative album marking the King’s coronation and 75th birthday.

Jade with a cup of tea at The Women of the Year 2024.

The 2024 Women of the Year commemorative brochure cover.2024

The Women of the Year

Selected among 400 women honoured for social impact.

Recognition and media on About

Current projects

What I’m building right now.

When I’m not in your boardroom, I’m usually making something. These are on the go.

  • Coming soon

    The Pond

    A community for people recovering from burnout, finding their feet, or rebuilding without feeling alone. Separate from the consultancy, with its own membership.

    Have a look

  • The Savage Cabbage Obituary: Jade in a black veil beside a tombstone reading Here lies a brand. Death of a brand. Survival of a founder. Order of service forthcoming.

    The Savage Cabbage Obituary

    Here lies a brand. Not its founder. The full story of Savage Cabbage: the facts, the timeline and some eye-watering corkers.

    Save your pew (opens in a new tab)

  • Live

    The WTF Files

    My occasional, honest email on business and brands. Founder lessons included, some of them expensive.

    Read the episodes

  • Coming soon

    Helping people, properly

    Helping people has been my thread through everything, from social care to boardrooms. Now it’s becoming its own business: warm, practical guidance, assistance and education for anyone who’s had to fight for things that should be simple.

    Be the first to hear

An occasional email from Fox & Frog

The WTF Files.

Business. Brands. Bizarre behaviour.
And the stuff everyone’s thinking but nobody says out loud.

Just good stuff when there’s something worth saying.

Subscribe Read the episodes

Having a “what the frog?” moment?

Something’s stuck. Something’s messy. Or something just isn’t adding up. Tell me what’s going on, and I’ll help you work out what’s actually happening and what to do about it.