Building scalable businesses, properly

I design and scale workforce models that support growth without destroying margin or creating operational drag.

I’ve scaled and operated teams of 1,000+ freelancers and employees across marketplace and agency models. This includes building automated, AI-driven recruitment funnels, hiring and structuring internal recruitment teams and implementing software and KPI dashboards to manage performance at scale.

Where traditional hiring models became a bottleneck, I’ve built alternative solutions. This includes setting up and operating an accredited academy with payment plans — turning recruitment from a cost centre into a profit centre while solving supply constraints.

I design operational processes so systems do the work, not people.

This includes mapping complex workflows, removing manual effort and implementing automation or AI where it meaningfully improves efficiency, consistency or cost control. I’ve designed end-to-end operational processes for high-volume and regulated services, ensuring quality and compliance without the need for large support teams.

My focus is always pragmatic: simple systems that teams actually use, that scale cleanly, and that reduce ongoing operational load rather than adding to it.

I build and lead senior teams that can execute against clear commercial goals.

I’ve hired and managed head office teams across operations, marketing, HR and technology, defining roles and responsibilities, setting OKRs and KPIs, and establishing clear meeting cadence and performance management. I’m known for attracting intelligent, high-calibre people who value clarity, autonomy and high standards.

Alongside this, I’ve held interim CMO responsibility within a multi-site business, with a focus on performance and efficiency. This included bringing marketing in-house, removing expensive agency dependencies, and managing activity across paid media, CRM, affiliate marketing, conversion optimisation and print - always measured against commercial impact.

I use data to make performance visible and prioritisation easier.

I’m an advanced Excel user and regularly build clear, design-led dashboards and tools. I’m strong at interrogating data to identify the real problems limiting performance.

I place particular emphasis on how information is presented - using UX principles - so leaders and teams can quickly see what’s working and where attention is needed.

I help companies select, implement and embed the systems that underpin scalable businesses.

I have extensive experience working within app-based companies and leading software and SaaS selection and rollout, including CRM platforms for both customers and service providers. I bridge the gap between commercial goals, operational reality and technical implementation, with a strong focus on adoption and long-term usefulness.

This also includes service and customer journey design - ensuring onboarding, compliance, delivery and retention processes are operationally sound, commercially viable and capable of scaling without unnecessary complexity.