About Me


I specialise in building world class sales organisations, and helping business and sales leaders to optimise sales functions across four key pillars; sales strategy, sales operating model, people and operations. My career has focused on complex sales transformation initiatives including: sales strategy definition, channel mix and coverage optimisation, sales operating model design and implementation, sales operations, sales enablement, salesforce productivity enhancement, sales automation, sales analytics, partner programmes, and digitalisation. These projects have been in technology, telecommunications and media sectors at a multinational level.



I have developed executable models combining multiple data sources to create data-driven decisioning platforms, which define the optimal sales strategy. Key areas include: understanding market potential at customer level, understanding current performance, sales organisation risk/health, segment the customer base using the RAD model, channel deployment, sales force size and configuration based on the value proposition, and pricing dynamics available.


Operating Model

Developing the optimal strategy is the first stage of building a world class sales organisation, but in order to execute, significant emphasis is needed on the operating model. I have built and implemented sales operating models, bringing together the rest of the organisation to support sales to drive top line growth. This has always been done in close collaboration with business, HR and Finance teams to build the right organisation for growth.



People are the heart of a company but their role in the sales organisation is crucial for any business to achieve its goals. With that in mind, I have built and run global sales academies, developed incentives/rewards schemes (financial and non-financial) to drive behaviours and developed performance metrics that are understood, measurable, predictive and encourage actions within both direct and indirect sales organisations.



As with any good sales organisation, sales operations drive efficiencies, agility and velocity. I have designed and implemented new sales processes, sales tools, data analytics and reporting capabilities that drive speed into the organisation and reduce sales administrative activities. Alongside this, I have led Sales Operations functions at global organisations to bring in-life experience in driving business performance as a partner to the sales teams.

Professional Career


I have been fortunate to work with some of the world’s leading organisations and consultancies to transform sales, sales operations and customer facing functions. A timeline of my career is below.

Deloitte UK

Senior Consultant, Customer Practice

I was a Senior Consultant in the Deloitte Customer Advisory team leading work packages on a variety of sales transformation projects globally. Alongside this, I led the design and execution of the Sales Academy within the practice, managed the experience of the on-boarding team, and led the sales transformation recruitment function. I was also a thought leader contributing to published articles and points of view.

Vodafone Business

Head of Sales Transformation, Vodafone Group Enterprise

I designed, launched and ran the internal sales transformation team across 22 markets and 5 lines of business supporting local markets to: design sales strategies (using GRA methodologies), implement new sales organisations (aimed at improving channel mix and coverage), and develop leading class sales capabilities (CRM adoption, academies, target setting and commissions scheme design, sales reporting and analytics).

Canon EMEA

Head of Sales Strategy and Partner Programme

I was responsible for delivering a new B2B direct and indirect sales strategy using big data analytics. This strategy is built on a model combining multiple data sources to create a value based segmentation model used to drive omni-channel go-to-market strategies, determine sales force allocation and drive top line growth. I also led the design and launch of a new partner programme driving channel first mentality and partner experience across EMEA.

Accenture UK&I

Senior Manager, Customer Insight & Growth, CMT UKI

I returned to consulting as a senior manager at Accenture Consulting’s Customer Insight and Growth practice where my role consisted of selling and running data-driven sales transformation projects for clients in the CMT industries. Whilst in role, I developed Accenture’s Intelligent Sales proposition successfully selling it into two global software giants and developing a strong future pipeline. 


Director, Sales Transformation Strategy

I lead the global sales transformation, strategic programmes and the fiscal planning process for AVEVA across the entire portfolio.

Consulting Engagements


A timeline of my consulting project experiences

UK B2B Media

Sales Lead and Junior Consultant for a Sales Transformation programme including sales kick-off, sales process optimisation and KPI rollout.

UK High Tech

Sales Lead and Concept Designer for a senior management development programme for the UK&I future potential business leaders.

UK Media

Change and Transformation lead for a salesforce.com implementation for the commercial sales team across all platforms and publications,

Polish Telco

Sales Operating Model Consultant for Poland’s national telco provider defining organisational structures, processes, tools and methods across B2B and B2C.

UK Small Loans Provider

Channel implementation consultant supporting a short term finance provider to increase sales through new channel (online, call centre and partnerships)

Global Auction House

Short term role to support the launch of a global CRM and ERP system driving project review boards to ensure readiness of tools for launch and training.

Global Media

Transformation Lead for a sales and commercial change programme which looked to redefine sales processes, embed ways of working into salesforce.com and rollout across all teams and senior leadership coaching.

Global Media

Transformation Lead for a sales and commercial change programme which looked to redefine sales processes and develop a new salesforce.com solution. Responsible for all change, training and stakeholder comms and engagement

Global Pharma

Definition of European wide sales processes for a global biotech firm alongside assuming an interim role to define the change management approach for the European business working with a US based change team.

Global Education

Sales Operating Model and Process lead for a global sales transformation programme defining standardised global sales processes, capability assessment and sales academy design.

Global Telco

Programme lead to define a new enterprise wide sales excellence function within group to support local market sales teams with channel optimisation, process and tools, training and insight.

Global Telco

Subject Matter Expert for a global sales transformation programme supporting and guiding the design of new customer journey’s and value case.

Global Software

Design and sale of a process enhancement programme aimed at improving seller effectiveness, automation of sales processes to drive future business growth using agile, design thinking led methods.

Global Software

Design and sale of a multi-million dollar partner programme driving ad sales for a software organisation including sales intelligence, process improvements and inside sales set-up.

Professional Footprint


I have led projects around the world touching most of Europe, Africa, the Middle East, the Subcontinent and Asia


Academic Qualifications


I have studied at top tier universities and business schools and have also been trained in a number of sales, leadership and corporate training programmes

BSc Food Marketing and Business Economics

Upper second class honours degree from the University of Reading in business economics and marketing applied to the food and FMCG industries

MSc International Management

Masters degree with Distinction from Henley Business School, University of Reading focussed on management principles and leadership at a global level.

Data Driven Consulting

Online Executive Management course with the Kellogg School of Management, Northwestern University on Analytics, AI and Machine Learning in the world of transformation consulting

Sales and Account Methodologies

Trained in Huthwaite SPIN Selling, Miller Heiman’s Strategic Selling & Large Account Management Process and various corporate sales programmes.

Other Courses and Qualifications

I have also successfully completed a number of management and consulting skills trainings throughout my career as well as a public speaking qualification from Andy Harrington.