London, England, United Kingdom
I help SaaS GTM teams turn commercial strategy into consistent frontline execution. My background combines 22 years in direct sales & sales leadership with my current role in Global Revenue Enablement at HiBob. I've built and led sales and marketing teams, built outbound motions, launched into new markets, implemented sales methodologies, improved pipeline discipline, and coached teams through complex SaaS enterprise sales environments. At HiBob, I now apply that commercial experience to help BDRs, AEs, managers, and cross-functional GTM teams execute with greater consistency, confidence, and impact. My work sits across sales onboarding, manager enablement, sales methodology, skills labs, certifications, tool adoption, AI-enabled practice, and field feedback loops. I'm particularly focused on the connection between enablement and revenue performance. Strong enablement is not about more training or more content. It's about improving ramp, qualification quality, manager coaching, sales conversations, pipeline hygiene, adoption, and the consistency with which teams execute the GTM strategy. Across my career, I've built and scaled sales engines in SaaS and technology businesses, including enterprise market entry, outbound transformation, partner-channel development, team restructuring, and methodology adoption across MEDDPICC, Challenger, SPIN, and strategic account selling. I'm at my best where sales leadership, GTM strategy, coaching, and execution meet: diagnosing performance gaps, building scalable systems, and helping teams raise the standard together.
I support HiBob’s GTM teams by building enablement systems that help managers and reps execute with greater consistency, confidence, and commercial impact. Focus areas include: • Designing scalable onboarding, skills labs, certifications, and reinforcement programmes for BDRs, AEs, account managers, and customer-facing teams • Partnering with BDR managers, AEs, sales leaders, RevOps, PMM, and regional stakeholders to align enablement with GTM priorities • Supporting manager-led coaching through practical frameworks, role plays, call reviews, certification feedback, and performance-focused reinforcement • Using Gong, Allego, Salesforce, Orum, and Google Workspace to connect learning, practice, adoption, and field insight • Translating frontline feedback into recommendations that improve qualification quality, handoff discipline, sales execution, and manager accountability • Supporting AI-enabled practice, coaching, and workflow adoption across GTM teams • Helping create repeatable standards that improve consistency across regions, segments, and sales motions My work sits across sales leadership, enablement strategy, manager effectiveness, and revenue execution. The goal is to help HiBob scale commercial excellence through clearer standards, stronger coaching, better adoption, and measurable performance improvement.
HiBob are the fastest growing, all-in-one HRIS & Payroll global vendor. I build scalable, data-driven enablement that helps AEs, BDRs and CS turn pipeline into predictable revenue across SMB, Mid-Market and Enterprise. Global remit across EMEA, AMER and APJ. I support AEs, BDRs, Account Managers and CS teams, partnering closely with RVPs and Sales Leaders to align enablement to quarterly targets.
The Growth System helps early-stage B2B tech & SaaS founders win their first 10 customers, scale beyond that first growth stage, and build a repeatable revenue engine. Core offers: • GrowthLaunch™ – interactive GTM workshops that convert ideas into first customers. • GrowthCoach™ – executive coaching that builds commercial confidence & execution muscle. • GrowthInside™ – fractional VP-Sales leadership that installs scalable sales systems & hires. How we work: Evidence-based sales, lean experimentation, Challenger thinking & world-class CX. Frameworks: Business Model Canvas, OKRs, 4DX. Serving clients across EMEA, North America & APAC. Always open to founder intros, podcast invitations & guest workshops.
Led the B2B sales function for a preventative healthcare company, with a remit to shift the business from inbound-led revenue to a more structured enterprise outbound motion. Key contributions: • Repositioned the sales strategy towards enterprise healthcare and pharmaceutical opportunities • Built an outbound prospecting function and introduced clearer pipeline, activity, and competency metrics • Implemented MEDDPICC, Challenger principles, HubSpot CRM, Apollo, LinkedIn Sales Navigator, and sales productivity tooling • Restructured the sales team around new-business growth and coached the team through a difficult commercial transition • Built £2m+ in enterprise pipeline and closed multiple £200k–£350k contracts This role reinforced my belief that sustainable growth needs leadership alignment, clear ICP, strong operating discipline, and the right commercial culture.
Led sales, marketing, customer success, and partner development across European healthcare markets, with a remit to build a repeatable new-business engine and support company growth ahead of exit. Key contributions: • Built and coached an international commercial team across sales, marketing, customer success, and partnerships • Developed outbound GTM strategy across the UK, France, Germany, Finland, and partner-led markets • Implemented MEDDPICC and SPIN Selling to improve sales process, qualification, and enterprise deal execution • Launched the company’s first partner channel and refreshed demand generation through content, webinars, and market-specific campaigns • Achieved 113% of quota in 2023 and contributed to significant SaaS revenue growth during the company’s pre-exit phase This role strengthened my belief that scalable GTM performance requires clear ICP, aligned leadership, strong manager coaching, and tight coordination across sales, marketing, product, and customer success.
Led EMEA sales and marketing for a SaaS digital adoption solution, with a remit to launch a new product category, establish early enterprise wins, and scale revenue across complex healthcare markets. Key contributions: • Built and led an international sales and marketing team across EMEA • Launched a focused EMEA expansion strategy across the UK, Nordics, Benelux, Switzerland, UAE, and Saudi Arabia • Built strategic partnerships with major healthcare technology providers and regional distributors • Introduced structured pipeline reviews, deal reviews, MEDDPICC qualification, and a more consistent sales process • Achieved 115% and 128% of quota in successive years and opened the Middle East market, generating £2m in revenue This role deepened my experience in market entry, enterprise value positioning, partner-led growth, and data-informed GTM execution.