I’m Jack. I make the ideas work.
I help early-stage sustainability start-ups with their operations, strategy and impact: the practical side of getting a small team to run and scale.
I’m the operator who turns a founder’s mission into systems that run. Not the ideas person. The one who makes the ideas work: ops, data, growth and impact — and, increasingly, building the tools myself.
As a dyslexic, I process and explain information differently. I work in metaphors, not jargon, and I have a knack for spotting where systems leak and what actually needs to change versus what looks good on paper.
I don’t want clients to need me forever. I want to leave you better equipped than when I arrived.
Where I’ve done the work
- 2026 – nowSee the work
Founder’s Associate, Resting Reef
Freelance via my practice. Sales-funnel data, CRM, analytics and the team’s AI rollout.
- 2026 – nowHow engagements work
Founder, JackmurtonESG
My practice: how I contract with Resting Reef and others.
- 2026See the work
Co-founder, fitshare
Strategy and business: model, incorporation, shareholders' agreement.
- 2025 – 2026See the work
Sustainability Intern, Resting Reef
100+ page ISO 14067 LCA as my Derby industrial project, marked 90.
- 2024 – 2025See the work
ESG Consultant (first employee), EcoVerify
Client accounts end to end, EcoVadis Gold and Platinum, the SOPs that let the company hire.
- 2024See the work
Associate ESG Advisor, Concentric Solutions
Placement. The company’s first sustainability report, from scratch.
Education and credentials
BSc (Hons) Environmental Science & Sustainability
First-Class Honours, University of Derby. Sustainable Studies Prize 2025–26.
Best Performance Prize, Environment & Sustainability (Level 4)
Keele University, before transferring to Derby.
Carbon Literacy
The Carbon Literacy Project.
CSRD Fundamentals
Sustainability Reporting Institute, July 2024.
Corporate Finance: ESG
NASBA-accredited course.
Claude Code 101
Anthropic, 2026.
How I work
People, planet, profit
In that order. If the first two are right, the third follows.
The 1% rule
Small improvements, every week, compound into a company that runs.
Written down, handed over
SOPs as I go, so the work outlives the engagement.
Where you’ll find me
- Undaunted Greenhouse, Cohort 8
- London Climate Action Week
- Blue Earth Summit
- Climate Connection: Founders Connect
Common questions
What exactly does 'fractional' mean?
Part of my week, embedded in your team, without the cost or commitment of a full-time hire.
Who do you work with?
Sustainability-led start-ups and SMEs, pre-seed to Series A.
Do I need to know anything about ESG before working with you?
No. Start with the question you’ve been asked.
How long is an engagement?
3, 6 or 12 months. Focused pieces can be 4 to 8 weeks.
What’s the difference between you and a big consultancy?
No junior analysts and no 80-page decks. One person who does the work and hands it over.
How do I know if now is the right time?
If a question has landed that nobody on the team can answer, it’s the right time.
Want to work together? Start with a call.
Or send a message and I’ll reply personally.