About
Toolkitfieldcore exists because growth teams kept asking for a reading they could put on a table: contribution maps, a written pack, and someone who would sit with finance without translating everything into slogans.
Fiona Mearns left an in-house growth seat in 2021 after a planning cycle in which last-click had been used to strip a door-drop that later showed a clear tail in the loyalty file. She rented a room on Castledore Road in Turclossie, Aberdeenshire, and began taking reviews for teams who already had exports but no shared picture. Callum Ritchie joined to keep the tables honest. Priya Desai arrived when partner programmes started appearing in every other brief.
We take on a small number of engagements at a time. Files are read before opinions are offered. Draft pages go to the growth lead for factual correction, not for sanding. If a path cannot be joined, the page says unjoined. We travel for readouts when the budget holder will actually be in the room; otherwise we post the pack and sit on video with the same pages in everyone’s hands.
Most of our work is with teams who report to a commercial director, a trustee board, or an owner-manager rather than to a global media centre. VAT, agency fee notes, and branded paid search as a safety net show up constantly. We write for that room.
We do not certify incrementality the files cannot support. We do not rebuild tagging. We do not buy media. Those are neighbouring trades; mixing them into a review has, in our experience, made the pack harder to trust.
People
Attribution reviews and readouts
Fiona spent nine years inside growth teams — first at a north-east grocer, then at a membership charity — before opening Toolkitfieldcore in Turclossie. She writes the packs and sits in the room when money is about to move.
Source tables and printed maps
Callum joins files that were never designed to meet. He will not smooth a residual so a page looks finished. He also posts the prints from AB43.
Partnerships and affiliate readings
Priya spent six years running partner programmes for a UK homewares group. She joins when affiliates, radio, or door-drop sit inside the argument, and she writes the footnotes finance tends to keep.