United Kingdom
Chief Revenue Officer (CRO) with a track record of building and scaling commercial engines across cybersecurity and technology services businesses. I’m passionate about driving sustainable growth through clear go-to-market strategy, strong partner ecosystems, and teams that genuinely enjoy working together. I have extensive experience working with private equity-backed organisations, partnering closely with investors including BGF and MML Capital to deliver scale, value creation, and successful exits. This includes achieving 121% recurring revenue growth, increasing EBITDA from £400k to £5.8m, and supporting a successful exit at a 10x EBITDA valuation at Circle. Most recently, I lead commercial growth within the cybersecurity sector, building and scaling revenue functions focused on new-logo acquisition, enterprise sales, and MSP partner ecosystems operating within highly regulated environments. My focus is on aligning sales, marketing, and delivery to create predictable revenue, improved EBITDA, and long-term value, while investing in culture, developing talent, and contributing positively to the wider community.
I joined to build the commercial function from the ground up, establishing structure, processes, reporting discipline, and commercial capability to support ambitious growth objectives within highly regulated, security-conscious markets. This involved building and developing both sales and channel teams, implementing HubSpot as a central commercial platform, and embedding data-led forecasting and pipeline management. Crucially, this growth was achieved by onboarding a brand-new commercial team. Because the majority of these individuals were hired from outside the cyber security sector, I designed and executed an intensive enablement and training programme that successfully laid the foundations for long-term, scalable future growth. Working closely with investors and the executive leadership team, I helped shape budgets, revenue targets, and commercial performance metrics aligned to EBITDA growth and long-term value creation. These initiatives contributed to significant increases in turnover and gross profit while creating predictable revenue streams through strategic partnerships and consultative selling. During my time at PureCyber, this newly formed sales team won the prestigious CRN Sales Team of the Year award in its very first year, recognising the rapid pace of growth, exceptional commercial execution, and high-performance culture built across the function. The commercial foundations established during this period supported the company’s continued expansion following investment from BGF. Since investment in June 2024, PureCyber has increased headcount from 34 to 54 cybersecurity professionals, achieved a 33% increase in revenue and a 44% increase in gross profit, while expanding its client base and strengthening its presence across the UK. The business has also been recognised in the UK Fast Growth 50 Index for three consecutive years.
Appointed Group Sales Director following the acquisition of Circle by ARO Technology, an MML Capital-backed group, with responsibility for leading sales strategy and commercial execution across a £100m+ turnover organisation employing more than 460 people across 12 UK offices. Worked closely with the executive team and shareholders to integrate Circle into the wider ARO group, aligning sales structures, processes, reporting, and go-to-market strategy while maintaining the strengths and identity of each operating business. Played a key role in driving cross-portfolio growth, identifying whitespace opportunities, and increasing collaboration across regions, service lines, and commercial teams. Led Sales Managers and Account Directors across new business, public sector, and account management functions, with responsibility for revenue performance, forecasting accuracy, pipeline management, and commission frameworks aligned to EBITDA and group growth objectives. Regularly operated at board and senior leadership level, ensuring sales execution directly supported the wider value-creation strategy of the business. Oversaw strategic vendor and partner relationships with leading technology providers including Microsoft, Dell Technologies, Lenovo, HPE Aruba Networking, Extreme Networks, Fortinet, Barracuda Networks, Egress, and Darktrace, strengthening ARO’s position as one of the UK’s most accredited and trusted technology partners. Maintained a strong focus on enterprise performance solutions, helping customers achieve measurable commercial and operational outcomes within highly regulated and complex environments. Alongside commercial performance, placed significant emphasis on culture, leadership development, and succession planning, with a consistent track record of developing and promoting home-grown sales talent into senior commercial leadership roles across the group.
Held executive responsibility for Sales, Marketing, Procurement, and Sales Operations, aligning commercial strategy and go-to-market execution with growth, recurring revenue, and EBITDA objectives across the business. Led a significant transformation of the commercial function, implementing greater operational discipline, forecasting accuracy, and cross-functional alignment to support scalable and predictable growth. Delivered 121% recurring revenue growth within two years, materially improving revenue quality, customer retention, and long-term commercial predictability. Drove 287% growth in Microsoft Services and 80% growth in Managed IT Services, strengthening both the services mix and overall margin profile of the organisation. Played a key role in increasing EBITDA from £400k to £5.8m through disciplined commercial execution, operational alignment, and a strong focus on higher-value recurring services. Consistently led high-performing sales teams that exceeded targets year after year, including during periods of significant organisational change and acquisition activity. Built and developed a strong internal talent pipeline, creating clear progression pathways that saw SDRs advance into Account Executive, Sales Manager, and Account Director roles, helping establish a scalable and high-performance commercial culture. Performance during this period contributed to the successful acquisition of Circle by ARO Technology, part of the MML Capital portfolio, in a deal reported to exceed £45m and approximately 10x EBITDA.
Led an FCA-regulated call centre, managing high-performing sales teams operating to scripted processes while consistently exceeding KPI, cross-sell and upsell targets. Played a key role in the post-acquisition integration of BSM into The AA Driving School, designing new sales playbooks, coaching frameworks and quality assurance standards. Increased call conversion rates from under 10% to over 45% in under six months, materially improving sales performance, lead quality, regulatory compliance and supporting BSM’s return to profitability.