20 years B2B | Digital Media | MarTech | SaaS | UK & International GTM
I build and fix B2B revenue engines.
I work alongside founders and leadership teams when the next stage of growth needs experienced commercial leadership to build a commercial motion…
Years
commercial experience
ARR built
from zero to a predictable, scaling revenue line
“Most revenue underperformance is not a market problem. It is a structural one: a misalignment between how the business is organised, how the commercial team operates, and what the customer actually needs from them.”
The problem I solve
What I do
Services and outcomes
Deciding the strategy is the easy part. What breaks businesses commercially is everything underneath it.
Build a revenue engine from zero
Go-to-market strategy, the first sales motion, the team, the pipeline and the systems, for a new business, product or market. Customer segmentation, ICP, performance metrics and sales methodology. From $0 to a predictable, scaling revenue line.
Fix a revenue engine that has stalled
Diagnose why growth has plateaued, then rebuild the structure: forecasting, pipeline discipline, incentives, cost-to-serve and team performance. An experienced commercial leader to challenge the proposition, pricing, positioning, ICP and route to market.
Enter a new market without wasting a year
Market and competitor analysis, ideal-customer definition, value proposition and the go-to-market to launch across the UK, EMEA, US or APAC. For businesses with a product that works, that need someone who understands the market, builds the right relationships and creates the first commercial traction.
How I work
Who I work with
- £5m to £50m funded or revenue generating
- Entering the UK or European market
- Moving from founder-led sales to a scalable GTM
- Launching a new product or proposition
- Looking for senior commercial leadership without immediately hiring a permanent CRO
Engagements
Fractional commercial and country leadership roles (3–12 months), interim mandates, or defined transformation projects. Also available for NED and advisory roles.
Commercial diagnostic
2 to 4 weeks
Market entry / GTM programme
3 to 6 months
Fractional Commercial Director / CRO
2 to 3 days per week
Strategic partnerships programme
Project based
Proof
Selected case studies
Digital Media
Warner Music Group
Built the GTM strategy to provide proof of concept to monetise Warner's artists' YouTube channels and their audiences with global enterprise brands, for the new B2B programmatic, CTV, VOD and strategic brand partnerships proposition. Recruited, scaled and coached the multi-region sales and account team.
B2B SaaS
Travora
Set up the European office and built the full go-to-market for a US digital-media and audience-data SaaS business. Owned the P&L, recruited and led a multi-region team, and built enterprise client and agency relationships across travel, hospitality and financial services.
ARR, 21 seats across EMEA
Digital Media & E-commerce
Allegran
Built the sales strategy and team from the ground up for an early-stage digital-media and e-commerce business. Owned the P&L and budget, and put in the structure and discipline to grow commercial revenue predictably.
revenue per annum
About
A commercial operator who has built revenue engines from zero to 7 and 8 figure revenues.
Twenty years building and fixing B2B commercial operations across SaaS, digital media and martech, from early-stage launches to global enterprise, in the UK, EMEA, US and APAC. I have built revenue engines from zero more than once, and rebuilt them in mature businesses where the original model had stopped working. I work as a fractional and interim commercial leader because outcomes, not org charts, are what founders actually need.
Recent development: Connected Leadership, Yale University (online, via Coursera), 2024.
Let's find out what is holding your revenue back.
A 30-minute call. No deck, no pitch; just a working read on your commercial operation and whether I can help.
Book a call