Garth Stapleton

I am a seasoned commercial leader who enjoys the challenge of building something from the ground up. I have launched new markets, opened sales channels and recruited teams where there was little or no existing commercial infrastructure. My approach combines market research, ICP and GTM design, hands-on customer acquisition and the practical disciplines needed to scale, from CRM hygiene and coaching to forecasting, unit economics and executive reporting.

I have built £2.2m ARR from zero in the UK, launched a profitable satellite-office channel in payments and established high-performing customer sales operations in education technology.

Head of Sales, Northern Europe at PARCEL PERFORM (2025-06 – 2026-10)

Enterprise SaaS: delivery intelligence, ecommerce and post-purchase technology

• Led the Northern Europe commercial team and redesigned account prioritisation and regional GTM, combining AE-led outbound, marketing and existing-account opportunities; built a practical sales handbook and prospecting cadence.
• Personally closed Decathlon (£450k ARR), Adeo Group (£180k ARR) and Brooks Running (£76k ARR), working through complex buying groups, RFPs, legal, security and commercial negotiations.
• Established MEDDPICC qualification, CRM data standards, stage evidence and weekly deal inspection; coached sellers in discovery, multi-threading and opportunity progression.
• Worked directly with senior leadership and cross-functional teams in Product, Solutions Consulting, Finance and Legal on forecasts, positioning, enterprise proposals and customer commitments.

Head of Sales, UK at SHIPPR UK (2023-02 – 2025-05)

Managed logistics technology and courier marketplace

• Joined as Shippr’s first UK commercial hire with no established UK sales team or customer base. Researched the market, defined a QSR-focused ICP and built the initial GTM, target-account list, outbound cadence and sales process.
• Personally opened strategic accounts including Pret A Manger, Dunkin’, Dishoom and Lina Stores, then scaled to 49 brands and £2.2m ARR within 18 months, 21% ahead of first-year commercial budget.
• Recruited and coached three Account Executives, introduced CRM reporting and pipeline reviews, and partnered with Operations and Product to align courier capacity, onboarding and delivery reliability with customer growth.

Head of Sales, UK & Europe at FONDY PAYMENTS (2022-01 – 2023-01)

Online payments and payment-gateway technology

• First UK commercial contributor; established initial ICP, new-business outreach and market-entry approach for the UK and Europe.
• Recruited and led four inbound and outbound salespeople, creating product presentations, training materials and early sales operating routines.

General Manager at EDUCO ACADEMY (2020-11 – 2021-07)

Education technology and subscription services

• Established the customer sales function from zero to 12 team members, designing phone scripts, onboarding, daily coaching, incentives and Zoho CRM dashboards.
• Grew the student base from 800 to 3,790 within six months; increased student intake by 117% and improved conversion performance, as recorded in previous CVs.

General Manager, Sales Operations at FALCON SIGNAGE (2020-01 – 2020-10)

Manufacturing, signage and international supply chain

• Led 31 sales-operations staff across South Africa, Namibia and Botswana, overseeing pricing, suppliers, logistics, ERP, order performance and cross-border operations.
• Reported commercial and operational performance to executive committees; managed supplier relationships across China, Germany and France.

National Sales Manager at SURESWIPE (2017-06 – 2019-12)

Merchant acquiring, card payments and value-added financial services

• Promoted to National Sales Manager within five months; held R380m annual P&L responsibility and achieved 18% year-on-year growth.
• Identified an underserved regional merchant segment, researched competitive dynamics, modelled the channel P&L and secured approval for a phased satellite-office launch; personally sold in the new region before scaling.
• Established the channel operating model and regional KPIs; the channel processed R92m in cumulative card transaction volume over 18 months and reached break-even in month 15, three months ahead of plan.
• Exceeded national annual sales targets by 27% and received the “Shoot the Lights Out” Award with a R50,000 bonus for satellite-channel growth.

Founder & Sales Strategy Consultant at THE BTO (2016-06 – 2017-06)

Independent commercial consulting

• Advised SME leadership teams on sales strategy, training, qualification, field coaching, sales processes and return-on-investment measurement across several sectors.

National Sales Manager at THE UNLIMITED GROUP (2008-04 – 2016-06)

Financial services distribution and face-to-face sales channels

• Built and developed direct-sales channels, recruiting and coaching 27 sales managers who oversaw a national sales force of 450; established training, field management and performance disciplines.
• Helped pioneer new sales divisions, building leadership capability, operational standards and customer acquisition processes rather than relying on an established sales infrastructure.
• Supported three new direct-sales channels and more than R350m in annual new revenue as reported in previous CVs; received the Chairman’s Award for outstanding sales leadership and channel growth.
• Supported more than 400,000 new policies and improved first-month policy success from 22% to 71%, as reported in previous CVs.

Management Advancement Programme (MAP), NQF 8 – Wits Business School (2019 – 2019)

Managing Training & Development, NQF 6 – University of South Africa (UNISA) (2016 – 2016)

Business Management, NQF 4 – Durban Business College (2010 – 2010)