About

This work is grounded in operations, not theory. Over the past fifteen years, experience has been built across the UK, Canada, and the United States, scaling organisations at different stages of growth and operating inside environments where performance is measured by outcomes, not intention.

The approach has always been practical by design. Clear standards. Repeatable processes. Disciplined execution. Systems are built to hold under pressure, not to impress in ideal conditions. The path into sales was intentional.
Before that, work began early, running businesses in the music industry across promotions, a record label, and journalism. That experience taught the realities of cash flow, accountability, and consequence long before sales became the focus. Sales was chosen to develop skill, not theory.
That meant starting at entry level to build fundamentals properly and earn operating experience from the ground up. The decision reset the trajectory.

Careers have been rebuilt more than once, by choice.
Comfort was never the objective. Progress was.

The most persistent obstacles were internal: ego and the desire to control outcomes prematurely. Each reset reinforced the same principle, assume the answer is incomplete, adjust quickly, and stay disciplined long enough for the work to compound.

Optimisation is the default setting. Not for speed. For accuracy.