I solve problems.

Innovation, experimentation and venture building across startups, global organisations and charities. I turn ambiguity into evidence, test what matters and help teams decide what to build, scale or stop.

selected

work

(EVIDENCE BEFORE ASSUMPTIONS)

Santa’s Pick-Up

Doorstep collection made Christmas donations easier for families and opened a new fundraising proposition.

1,840 cliced book a slot 213 sign-ups · 69% left an email Two pilot partners selected

Read case study

Synthetic Users

Testing whether synthetic audiences could improve creative decisions before media spend.

10 concepts tested · 32% better early live performance · lower CPC and CPA

Read case study

Tommy Rental

Testing fashion rental through customer evidence and partner-led validation.

1,310 survey respondent 13% landing page sign-up conversion 53.8% interest in renting Tommy Hilfiger 5 rental-platform partners interested in piloting €200k further investment into a 9 month pilot with MWHQ

Read case study

What I do.

See my portfolio→

Venture & Proposition Design — From audience insight and opportunity discovery to validated propositions and new business models.

Experimentation & Growth — Using behavioural evidence, rapid experiments and customer data to improve products and growth.

AI & Emerging Technology — Finding useful applications for emerging technology and turning experiments into practical capability.

Innovation Strategy & Capability — Managing portfolios, building experimentation capability and helping innovation survive inside organisations.

(HOW I WORK)

Start with the uncertainty.

I don’t begin with a framework or a favourite solution. I work out what we need to learn, identify the biggest risk and find the quickest credible way to reduce it.

How I Work — Mindset, process and the toolkit behind the projects →

How I Work — mindset, process and toolkit →

(ABOUT)

Luke Montgomery-Fudge

I’m a senior innovation, experimentation and venture-building leader. I turn messy problems into things worth building, working across startups, global organisations and charities.