FOUNDER

Founder

Founder

Commercial Foundry wasn’t created from theory. It was built from more than twenty years inside technology, media and SaaS businesses — designing commercial organisations, launching products into new markets and leading the kind of growth that doesn’t happen by accident.

Throughout that journey, one pattern proved impossible to ignore. The companies that struggled commercially were rarely held back by their technology. They were held back by the commercial system around it.

Commercial Foundry exists to change that.

Commercial Foundry wasn’t created from theory. It was built from more than twenty years inside technology, media and SaaS businesses — designing commercial organisations, launching products into new markets and leading the kind of growth that doesn’t happen by accident.

Throughout that journey, one pattern proved impossible to ignore. The companies that struggled commercially were rarely held back by their technology. They were held back by the commercial system around it.

Commercial Foundry exists to change that.

MY STORY

Why Commercial Foundry Exists

Why Commercial Foundry Exists

I’ve spent my career helping organisations grow — building businesses from scratch, transforming established ones and creating commercial products that hadn’t existed before. The industries changed over twenty years. The underlying challenge rarely did.

In almost every organisation I worked with or led, the same pattern emerged. Product was improving faster than the commercial capability around it. Sales depended on individual relationships rather than repeatable systems. Partnerships were managed through personal contact rather than structured process. Growth became difficult to predict and harder to sustain.

Over time I stopped thinking about sales, marketing and partnerships as separate functions competing for resources and credit. They are all components of a single commercial operating system — and when that system is well designed, businesses grow differently. More predictably. More independently of any one person.

Commercial Foundry is the result of that thinking.

I’ve spent my career helping organisations grow — building businesses from scratch, transforming established ones and creating commercial products that hadn’t existed before. The industries changed over twenty years. The underlying challenge rarely did.

In almost every organisation I worked with or led, the same pattern emerged. Product was improving faster than the commercial capability around it. Sales depended on individual relationships rather than repeatable systems. Partnerships were managed through personal contact rather than structured process. Growth became difficult to predict and harder to sustain.

Over time I stopped thinking about sales, marketing and partnerships as separate functions competing for resources and credit. They are all components of a single commercial operating system — and when that system is well designed, businesses grow differently. More predictably. More independently of any one person.

Commercial Foundry is the result of that thinking.

“I’ve spent my career building commercial businesses. Commercial Foundry is the distillation of everything I’ve learned.”

“I’ve spent my career building commercial businesses. Commercial Foundry is the distillation of everything I’ve learned.”

EXPERIENCE

Selected Experience

Selected Experience

Spafax

SVP GLOBAL DEVELOPMENT

Led commercial strategy for one of aviation’s most established media businesses — redesigning how airline media was packaged, sold and delivered to global brand partners. The challenge was translating a traditional media model into a modern, data-led commercial proposition at scale across multiple international markets.

Xinfluence

FOUNDER & CEO

Built one of the UK’s early SaaS influencer marketing platforms, connecting global brands with more than 140 million influencers worldwide. The platform managed the complete influencer marketing lifecycle — from discovery and compliance through campaign management, payments and analytics — giving brands a single platform to operate influencer marketing at scale.

XPass

FOUNDER

Created a digital wallet platform enabling brands to connect physical retail with digital engagement through Apple Wallet and Google Wallet. Designed to deliver proximity marketing, customer engagement and measurable in-store attribution while creating an owned communications channel for brands.

International Commercial Leadership

TWENTY YEARS ACROSS FOUR CONTINENTS

Over two decades building commercial growth across SaaS, media, digital advertising, retail technology and strategic partnerships — working with leadership teams across Europe, Asia, the Middle East and North America.

WHAT I BELIEVE

Commercial Principles

Commercial Principles

Products don’t scale.
Commercial systems do.

Products don’t scale.
Commercial systems do.

Revenue follows architecture.
Not activity.

Revenue follows architecture.
Not activity.

Enterprise buyers purchase confidence.
Not features.

Enterprise buyers purchase confidence.
Not features.

Sales should be engineered.
Not improvised.

Sales should be engineered.
Not improvised.

Partnerships are designed.
Not discovered.

Partnerships are designed.
Not discovered.

Commercial capability compounds.
Just like software.

Commercial capability compounds.
Just like software.

WHAT CLIENTS RECEIVE

Working Together

Working Together

When I work with founders and leadership teams, the objective is never another strategy presentation that sits on a shelf. It is to build commercial capability that continues creating value long after the engagement ends.

That means being practical about what can actually be implemented, honest about what the real constraints are, and focused on the commercial outcomes that matter — not on activity for its own sake. The measure of a successful engagement isn’t what was recommended. It’s what was built, and whether it still works.

When I work with founders and leadership teams, the objective is never another strategy presentation that sits on a shelf. It is to build commercial capability that continues creating value long after the engagement ends.

That means being practical about what can actually be implemented, honest about what the real constraints are, and focused on the commercial outcomes that matter — not on activity for its own sake. The measure of a successful engagement isn’t what was recommended. It’s what was built, and whether it still works.

AREAS OF EXPERTISE

COMMERCIAL STRATEGY

Commercial architecture
Revenue design
Growth strategy
Pricing
Commercial operating models

SALES

Enterprise sales
Sales process
Pipeline design
Sales leadership
Forecasting

PARTNERSHIPS

Strategic alliances
Channel strategy
Business development
International expansion
Ecosystem design

TECHNOLOGY

SaaS
Digital media
Retail technology
Customer engagement
Commercial transformation

Commercial excellence isn’t accidental.
It’s designed.

Commercial excellence isn’t accidental.
It’s designed.

If you’re building something ambitious and the commercial side hasn’t kept pace with the product, I’d like to hear about it. A conversation costs nothing and often surfaces more than a formal diagnosis.

If you’re building something ambitious and the commercial side hasn’t kept pace with the product, I’d like to hear about it. A conversation costs nothing and often surfaces more than a formal diagnosis.

Start a conversation