I've been an operator first,
a consultant second.

My career has never followed a straight line - and that is exactly what makes me useful to the founders I work with.

I have spent more than 26 years in commercial growth: sales, business development, marketing, consultancy, commercial leadership and company building.

I started at the sharp end of sales, and that still matters. It taught me how people buy, why they hesitate, what creates trust and what gets in the way of a yes. But the real value of my career is not that I have “done sales”. It is that I have seen commercial growth from almost every angle.

I have built sales functions, led commercial teams, shaped propositions, opened markets, advised founders and helped companies turn ambition into revenue. Across aviation, construction, professional services, education, training and technology, the same pattern appears again and again: growth stalls when the commercial pieces are not joined up.

Sales has the customer insight. Marketing shapes the message. Leadership sets the target. Delivery carries the promise. But unless those things are aligned, growth becomes harder than it needs to be.

That is where I do my best work.

At Finnair, I helped take the airline from 11th to 3rd in UK market share. At Manchester Airport Group, I built the corporate sales function from scratch.

At Northcoders, I first came in as a consultant to support the business with commercial growth. They later asked me to join the company full time as CCO, and under my commercial leadership the business grew headcount by 283%, tripled revenue and achieved a successful AIM listing in July 2021 at a market cap of £12.5m.

After Northcoders, I co-founded and led Basecamp as CEO - building the business from concept, securing £2.5m in contracts in year one, and reaching profitability within six months.

I have also lectured at Manchester Metropolitan University on the Chartered Management Degree programme, because I have always been interested in the gap between strategy in theory and commercial execution in the real world.

Today, through WildEdge Consulting, I work with founders and leadership teams who need experienced commercial judgement, not another playbook. Someone who can see the whole picture, challenge what is not working, and help build the commercial conditions for sustainable growth.