County Dublin, Ireland
Wayflyer provides revenue-based financing and marketing analytics solutions for e-commerce businesses. We offer capital to online retailers based on their future sales, helping them to scale their operations, invest in inventory, and drive growth. Additionally, Wayflyer provides valuable insights and analytics to optimize marketing strategies, improve customer acquisition, and enhance overall performance for e-commerce businesses.
I joined Wayflyer pre-Series A and helped scale the business from 30 to 500+ employees across the US, EMEA, and APAC. Alongside my peers, we built Wayflyer’s credit risk framework, underwriting models, finance policies, and procedures from scratch, designing scalable systems that balanced speed, flexibility, and downside protection as the company rapidly expanded. Over my tenure, I hired and built the global Credit and Underwriting team from 4 to a peak of 50 across three continents. Together, we reviewed over 10,000 eCommerce and CPG businesses across platforms like Shopify, Amazon, WooCommerce, and Magento, deploying more than €5 billion in capital to high-growth digital brands globally. This scale gave me deep insight into what drives success and failure in eCommerce, from margin compression and CAC spikes to SKU bloat and platform concentration risk. I actively managed our top 20 global enterprise accounts, with $200M+ in outstanding capital, feeding real-time updates to the senior leadership team and Board while working closely with Sales, Risk, Finance, and Executive stakeholders to manage exposure and portfolio performance. While the core of our offering was revenue-based financing, I also led several niche acquisition funding deals, structuring bespoke underwriting approaches where strategic alignment, execution risk, and capital structure required deeper diligence. I regularly demoed our credit analytics, risk framework, and portfolio performance to future debt providers, helping secure external capital partnerships critical to scaling our model. My background combines deep credit expertise with a commercial lens on digital commerce, marrying data-driven underwriting with a practical understanding of operational risks, growth patterns, and financing needs in the modern consumer landscape.
Led end-to-end due diligence for private equity clients on both buy and sell sides, spanning sectors like infrastructure, utilities, CPG, and renewables. I managed complex transactions from kickoff to close, owning financial analysis, identifying red flags, and delivering actionable insights to drive investment decisions. Collaborated closely with legal, financial, and industry experts to deliver tailored recommendations, and presented findings directly to C-suite teams and investment committees. Regularly advised on deal structure, valuation, and negotiation strategy. Also contributed to business development, spotting new opportunities, shaping proposals, and building trusted relationships that led to repeat mandates.
As a mentor in the Streetwise Mentor Program in New York, I've had the privilege of guiding and empowering aspiring professionals on their journey to success. Through personalized coaching and mentorship, I've helped mentees develop key skills, navigate challenges, and unlock their full potential. It's incredibly rewarding to see them grow and thrive in their careers, knowing that I played a role in their success. I'm passionate about sharing my knowledge and experiences to make a positive impact on the next generation of leaders in our industry.
Trained in KPMG’s financial services team, specialising in aircraft leasing. Completed ACA exams and became a Chartered Accountant, while delivering audits and advisory projects for major global lessors. Gained deep experience in financial reporting, regulation, and cross-border deal environments.