Head of Software Solutions — TARGET (AI Fraud Detection Software) at Gratte Brothers Security & Software (£260M Group T/O) (2021-01 – 2026-12)
Onboarded specifically to productise TARGET, a fraud detection platform, taking it from bespoke, single-account delivery to a repeatable B2B SaaS product sold in 7 countries and translated into 6 languages. Largest account: TESCO Global.
- Productisation & category definition: Onboarded to transform TARGET from a bespoke, single-customer tool into a repeatable, productised B2B SaaS offering — defining category positioning and a sellable narrative for a previously bespoke technical build.
- Transforming developers into a product-market-fit team: Worked directly and continuously with developers, architects and deployment/configuration engineers, embedding customer and market feedback into build priorities and reshaping how the technical team thought about and built for a market rather than a single client.
- Removing single-customer dependency & market replication: Removed the business's early reliance on one dominant account by replicating the product into new markets and sectors — including negotiating and closing TARGET's first international enterprise client (major European Oil & Gas Refinery, MOL Group), converting a £100K POC into £1.6M ARR, and further deals across South Africa and Thailand.
- Hands-on content & narrative authorship: Personally wrote the website copy, sales material and outbound narrative for TARGET — a complex, technical product — translating it into a clear commercial story, and worked closely with external marketing agencies to shape and execute the digital strategy around it. Instrumental in developing video explainers to land the message visually, which proved highly successful in bringing a complex, data-led product to life for non-technical buyers.
- GTM ownership: Owned go-to-market end-to-end — category positioning, competitor analysis, customer roadmapping, pricing tiers and market segmentation — as the product moved from early-adopter deals to a repeatable sales motion.
- Product management, onboarding & partner programme: Built out the product management function and customer onboarding process from scratch, and launched a Global Partner Programme generating NDA and onboarding activity across EMEA, Thailand and South Africa.
- Reporting infrastructure: Introduced reporting on ARR, retention and feature performance to track productisation progress and inform roadmap prioritisation, alongside CRM and pipeline infrastructure.
- Led a 2-year customer transformation project within Thailand's largest supermarket chain, Lotus's — moving TARGET from a rule-based, bespoke system to a productised, adaptive AI offering. Rolled out to 1,000 stores, halving fraud detection speed-to-outcome and growing sales across 3 Thailand hubs by £250K each per annum.
- Customer lead for largest account, TESCO Global — negotiated their AI Proof-of-Concept to auto-detect and generate fraud cases across 2,000 European and UK stores, centralising investigations and reducing headcount.
Head of Sales Operations (Business Transformation) at Swype (RFID Technology Manufacturer) (2019-01 – 2021-12)
Appointed by Foresight Group's PE investment team to lead the transformation of an underperforming business, including a company-wide restructure of 40 people.
- Led the shift from a reseller-dependent B2B model to direct B2C sales via a new digital sales portal — direct experience repositioning a product and go-to-market model for a new customer base.
- Delivered £4.1M revenue and £600K EBITDA on a reduced footprint, mid-pandemic.
Head of Sales Operations & Business Improvement (1-Year Contract) at MESM Ltd — post-acquisition integration for Avantor Sciences (2018-01 – 2019-12)
Led end-to-end business transformation for MESM (£24M turnover), a global medical device supplier to clinical trials, following its acquisition by Avantor Sciences; managed 20 Account Managers and 4 technical presales against a £24M target.
- Directed developers and analysts to integrate a customer buying portal with Epicor ERP, redesigning the sales lifecycle to remove bottlenecks post-acquisition.
Founder & Director at Black Orchid Interiors Ltd (2004-01 – 2018-12)
Founded and grew a direct-to-consumer luxury homewares business from a standing start to £2M turnover, raising £1.3M in angel investment to fund growth and building an own-brand product range and global supply chain across the UK, India and China.
- Negotiated space in 8 House of Fraser concessions (incl. Oxford Street, London) and sold the first international franchise licence to United Development Company, Qatar.
Product Owner at Utiligroup — Software Start-Up, UK Utility Sector Deregulation (1997-01 – 2004-12)
Joined an early-stage software start-up at 18, alongside a single developer and a team of four, to take a new software product to market ahead of UK Utility Sector deregulation — an early, formative experience of exactly the zero-to-one, category-defining GTM motion this kind of role requires.
- Closely involved in the go-to-market of the product from its earliest stage, contributing to its growth from a single developer and a team of four to servicing 14 regional electricity companies in under three years, delivering £1M profit.
- Watched and contributed to a developer's idea becoming a full, repeatable software product sold across an entire regulated sector — the foundation of understanding what it takes to cross that same chasm. Utiligroup now turns over £94.7M.
