Founder at Commercial by Design (2026-04 – Present)
I help B2B companies generate more revenue from the customers they already have. I partner with Founders, CEOs and CROs to build structured systems for expansion, retention and renewals, improving NRR. I use my lived experience as an operator who has worked through the 'messy middle of growth' to do this.
Commercial Operations Director (Global) at Deliveroo (2023-04 – 2026-03)
Ground up redesign, build and then operate a global RevOps & Enablement function (30+ people) to increase the impact and productivity of Deliveroo's frontline commercial teams. Design and implement the operating model for how Deliveroo launches new products and GTM motions, upskills frontline commercial teams and provides commercial reporting and insight infrastructure. Communicate with Deliveroo Merchants directly via B2B content & marketing to drive product adoption and behavioural change.
- Designed and embedded a new GTM process to include Product, Marketing & Commercial leadership so that all Sales, early life and AM teams were well prepared for the 40+ new launches, process improvements and marketing campaigns shipped per quarter, achieving +12-18pp revenue increases within 3 months for critical launches.
- Procured new Sales Engagement platform Seismic to build commercial capability through content, learning and engagement. Achieved 75% adoption across all markets in less than 3 months from launch.
- Working with a 3rd party designed and deployed sales and negotiation training programs customised to role-type, resulting in 2-4pp. Improvements in Commission £ for full range of ACVs between £80k - £Ms.
- Implemented a 3 week induction program for call centre based Sales Agents and a 3 month program for Account Managers via a mix of self led, AI-driven and in person sessions with graduation 'exams', reducing time to ramp by 2 weeks.
- Redesigned Deliveroo's B2B Marketing function to include updated communication strategy and messaging framework aligned to Corp. Comms and IR. Established lead gen team to deliver +23% acquisitions YoY without increasing CPA.
- Designed and operationalised new commission schemes for 200+ desk based sales agents and 80x field agents. Designed a new Commercial L&D framework built on core commercial competencies. Created a suite of revenue & operational reporting tools for frontline teams linking Looker and Snowflake to power everything from daily AM reporting through to country level business reviews.
Commercial Director at Deliveroo (2019-09 – 2023-03)
Grow topline revenue, improve profitability and the operational health of all Enterprise restaurants with a combined GMV of £1bn+, managing a team of 30. Member of UKI Leadership team, designing, building and embedding process, operating models and structure for wider Commercial teams.
- Scaled team from 7 to 30 heads, establishing new roles, operating processes and capability plans. Worked with the Chief Business Officer to gain board approval for this expanded team and achieved the modeled cost neutral state within 12 months.
- Set vision, built sales material, supporting incentive plans and coached the team to sell Sponsored Ads. (new upsell product) generating £2m+ incremental revenue in first year of availability.
- Designed a commercial segmentation framework (using Impact, Potential, Will, Skill) to better define how the commercial team operated. Built consensus with marketing, operations and product leadership to align their time, effort and resources with this framework as a collective GTM, resulting in 2x YoY Growth.
- Retained 6x exclusive and highly strategic partners to the platform over the course of H2 '22 by deploying renewal playbooks, modeling and securing investment requirements, coaching and supporting the team through the challenging 5 month period. Personally involved and making calculated judgment calls to close the deals where required.
Head of Enterprise at Workplace by Facebook (now META) (2016-12 – 2019-08)
Win net new business for Facebook's (then new) communication platform, Workplace. Define ICP, build segmentation and route to market to secure 'Hero Logos' in the first instance and then build depth within verticals across all Segments, work with B2B marketing to create content and thought leadership to drive pipeline. Manage a team of 4 Account Executives and 2 SDRs.
- Sourced and closed early major Workplace deals, managing the end to end cycle from initial prospecting to close and launch, leading cross functional teams including SDR, Legal, Solution architect, Customer Success and Exec. Landed flagship deals such as Vodafone (£1.2m ARR), BT (£1m ARR), Virgin Atlantic, Spotify, Ennismore and Ageas.
- Established the initial Workplace segmentation approach in early 2017, purchasing an employee size data list and analysing across multiple criteria to define and rank target segments and prospects within.
- Used segmentation to create 3x distinct sales approaches across SMB, Mid Market and Enterprise and designed the first iteration operating models to scale across each.
- Pioneered the Enterprise close plan template and structure of the accompanying deal review meetings to include key cross functional stakeholders and decision makers. Shortened deal cycle by ~2 months and improved close rate across segments. Scaled this process globally.
- Led a cross functional working group to build and deliver a new starter onboarding process for all commercial team members globally, prior to Sales Enablement lead being hired.
Vertical Lead (Media & Telco) at Facebook Advertising (2013-10 – 2016-11)
Agency Lead (Group-M) at Facebook Advertising (2010-08 – 2013-09)
Digital Sales Executive at The Guardian (2008-10 – 2010-08)
Digital Sales Executive at Sky TV (2008-04 – 2008-10)
TV Sales Executive at Sky TV (2005-01 – 2007-04)
