EXECUTIVE PROFILE

A commercial leader who builds the system, not just the target.

Strategic direction joined to the operating detail required to make a sales organisation perform consistently.

POSITIONING

Complex markets need clarity.

My career has been shaped by complex B2B environments: propositions that require explanation, long buying cycles, competing stakeholders and teams that need stronger alignment.

I work across the commercial system—market focus, team structure, proposition, coaching, forecasting, pricing and cross-functional execution.

The objective is simple: create an organisation that can make good decisions, explain its value and grow without relying on heroics.

Team building

I build performance through strong working relationships, clear accountability and practical support. DISC behavioural profiles, Insights Discovery and Patrick Lencioni’s team model are useful lenses—not labels—for understanding communication, trust, constructive conflict and what colleagues need from one another. I turn that insight into clear outcomes, roles, decision rights, meeting rhythms and coaching, giving people the structure, authority and support to succeed.

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GTM strategy

I build repeatable structures backed by data and analytics: priority segments, ideal-customer profiles, buying triggers, proposition, sales stages, measures and feedback loops. The data is used to decide where to invest, what to improve and when the route to market needs to change.

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Sales transformation

Transformation starts with business outcomes, not an internal process diagram. I look at how a solution affects the customer’s business, the customer’s own customers and the stakeholders required to deliver value. Discovery, proposition and commercial structure are then aligned around credible, mutually beneficial outcomes.

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Commercial operations

Commercial operations should add value and direction—not collect data that creates administration without improving the business. I begin with the decisions sellers, managers and leaders need to make, then shape CRM, forecasting, dashboards and operating cadence around timely evidence and useful intervention.

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