Sales leader, builder and operator
Career experience
More than 25 years in B2B sales, from building commercial teams to leading enterprise opportunities.
Experience from previous roles
These examples describe my career before this consultancy. They show the type of work I have led and the results achieved in those roles. They are separate from consultancy client case studies.
Building the EMEA and India go-to-market team
The starting point: a regional organisation to build from scratch.
My role: Senior Director and Acting GM for EMEA and India. I built the organisation across sales, marketing, partnerships, customer success and professional services, scaling it to 40 people.
The outcome: grew the region from zero to £10m+ ARR in two years. A partner and channel strategy contributed 35% of new pipeline.
Relevant today: building the people and commercial structure needed for regional growth, rather than treating sales as a standalone function.
Strategic deal making
The setting: strategic enterprise selling in Advertising Cloud.
My role: Strategic Sales Director, working directly on major enterprise opportunities.
The outcome: closed the largest EMEA Advertising Cloud deal in company history, worth £3.6m in total contract value. President’s Club Winner.
Relevant today: direct experience of complex enterprise selling and the judgement needed to progress significant opportunities.
Leading the EMEA SMB, Mid-market and Enterprise sales teams
The scope: 11 account executives across Enterprise, Mid-Market and SMB.
My role: owned EMEA sales strategy and strengthened cross-functional alignment, forecasting and territory discipline.
The outcome: 116% quota attainment in FY24 and a 20% reduction in sales cycle length. Enterprise wins included M&S, Zara, H&M and Sports Direct.
Relevant today: combining team leadership with practical improvements in how opportunities are managed.
Establishing a full GTM operation
The setting: an early-stage AI SaaS business developing a repeatable go-to-market approach.
My contribution: recruited and onboarded SDRs and account executives; built the customer profile, sales playbook, discovery and qualification framework; introduced coaching and forecasting practices.
I also designed a 14-day pilot approach and worked with the CEO on pricing and positioning. This is an example of building commercial foundations, rather than a claim of a completed revenue-growth outcome.
Earlier business-building experience
At Bigmouthmedia / DigitasLBi, I helped grow revenue from £2m to £50m before acquisition. At Bright North, I secured £1m TCV with Sky and exited through a sale. Earlier roles also include building and exiting ventures and leading enterprise sales at NetNames / Envisional.
In Conversation
Cracking the EMEA Revenue Code
Sales leadership, international growth and what really drives commercial performance.
I've been fortunate to work with businesses at very different stages of growth, from startups finding their first customers to established technology companies expanding across international markets. One thing I've learned is that successful sales organisations aren't built by following a playbook blindly. They're built by understanding customers, creating the right environment for people to succeed and making informed decisions about where to invest.
I joined Simon Gregory from Primis Talent to discuss some of those experiences, including the lessons I've learned from building teams across EMEA, navigating complex enterprise deals and adapting commercial strategies to different markets. We also explored the importance of culture, hiring and alignment between sales, marketing and customer success.
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Originally published by Primis Presents, 13 January 2026.
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