If you’ve spent any time in the world of fast-moving consumer goods (FMCG), you’ll know that the landscape is fast, competitive, and for founders often overwhelming. But for Victoria Ross, founder of VLR Consulting, this whirlwind pace is exactly where she thrives.
Victoria has built her career helping brands grow and scale in challenging retail environments across both the UK and Australia. Today, she’s known not just as a strategist, but as a trusted partner, who steps into the trenches with founders and treats their business like her own.
Recently, I sat down with her to talk about how digital tools shape her work, what brands get wrong about digital presence, and why emerging founders should stop fearing technology and start using it to their advantage.
Why Victoria Chose Consulting
Victoria didn’t set out to become a consultant, she followed her love of brand building, people, and the thrill of unlocking growth.
After years working across major FMCG businesses, she realised the most exciting part of her week wasn’t the category, the trend report, or the boardroom, it was the founders. The passionate, creative people with brilliant ideas but no roadmap for getting those ideas onto shelves.
Consulting gave her the chance to work with them directly.
“One day I’m talking about olive oil, the next it’s sauces”, she laughs. “I get to jump between categories, founders, and innovation styles. That variety is energising”.
Building a Business Across Two Markets
Working across both Australia and the UK gave Victoria a rare dual-market lens.
“There’s so much inspiration you can bring from one market to another, but you can’t copy-paste as each consumer base is different”.
She tailors, she adapts: what resonates in Australia might need rethinking for the UK, and vice versa.
That trust comes from honesty, Victoria is known for being direct with founders by not just telling them what they want to hear, but what they need to hear.
Solo Consultant, but Digital First
Even though Victoria calls herself “a team of one”, digital tools give her massive leverage. Here’s how she works:
LinkedIn, her most important tool. That’s where she finds clients, builds visibility, and cultivates trust.
Microsoft Teams, she uses video calls to build real connections, not just dial in.
FreeAgent, to manage cash flow, invoices, and projects. She swears by it, especially for independent consultants.
Canva, not PowerPoint, fast, professional, and collaborative.
ChatGPT, her thinking partner, “as a solo consultant, it feels like having someone to bounce ideas off”.
Her insight here is powerful: the challenge for many isn’t that tools are too complex but it’s the fear of them. She’s proven they don’t have to be.
Digital Presence Isn’t Optional, It’s Critical
As someone who helps brands show up well online, Victoria also applies the same discipline to her own digital footprint. She uses LinkedIn not just to post, but to engage.
Her rule: like, comment, interact. Building visibility is more than broadcasting, it’s about building relationships.
And for purpose-led brands, she gives a sharp warning: digital storytelling without honesty is always going to feel hollow. Consumers can spot inauthenticity a mile off.
Triple-Digit Growth? It Starts With Data.
Victoria’s track record includes helping brands achieve sustained triple-digit growth, something she attributes to one key approach: data, not gut feel. With platforms like NorthStar and NielsenIQ, she helps teams understand competitor performance, category opportunities, whitespace, and long-term trends.
Data brings objectivity.
Objectivity brings focus.
And focus unlocks growth.
AI, Automation, and the Future of FMCG
For Victoria, AI isn’t some far-off trend - it’s already here.
Whether it’s using AI to inspire new product development, streamline brand storytelling, or speed up insights, the role of automation is only going to grow.
Victoria’s approach with clients who aren’t “digitally native”?:
Start slowly.
Integrate tools gently.
Hire experts if needed.
But don’t avoid it.
She’s patient but she’s also firm. The tech isn’t going away, and the sooner a brand leans into it, the faster they’ll scale with confidence and be able to grow.
What’s Next for VLR Consulting
Victoria’s consultancy is still young, but the momentum is strong. She’s working with a hand-picked portfolio of brilliant, purpose-driven founders and you’ll be seeing several of those brands hit supermarket shelves in the next 12 months. To stay ahead, she keeps her eyes everywhere: industry publications like The Grocer, social media patterns, supermarket aisles, and constant conversations.
Victoria’s story is a testament to modern consulting: one part insight, one part digital fluency, one part instinct, and a whole lot of passion.
For founders wanting to scale, for consultants wanting to stay relevant, or for brands trying to navigate the digital shift, her message is simple:
Stay curious. Stay honest. Stay adaptable.
Above all, embrace the tools that help you work smarter, not harder.
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