Senior commercial experience.
Practical, hands-on support.

Taking a new idea to market, creating a new category and leading the business behind it.

I spent fifteen years building the business behind Foamstream, a patented, organic alternative to chemical herbicides. My responsibilities spanned product development, manufacturing, fundraising, sales, customer management and international partnerships.

I built and led a team that peaked at twenty-four employees, and developed a commercial model that attracted more than 2,000 customers across 32 countries, including many high-profile organisations. A significant proportion of our customers were based in the USA. Our dealer and distributor network generated 75% of revenue, while improvements to pricing and cost control helped increase gross margins from 15% to 40%.

Alongside building and growing Weedingtech, I managed periods of significant financial pressure, navigating cash constraints, difficult funding decisions and competing demands from investors, lenders, customers and employees.

£22m cumulative sales · £17m equity raised

In 2026, Weedingtech’s assets were sold, and the technology now trades under new ownership. Building and leading the business reinforced the importance of commercial discipline, clear communication and balancing the needs of customers, employees, investors and lenders.

Relevant to your businessDeveloping IP, setting up manufacturing, creating a category and building routes to market while managing commercial trade-offs and competing stakeholder interests.

Understanding the need. Bringing together the solution.

I managed a multimillion-pound sales territory serving universities including Imperial College, consistently achieving sales quotas.

Starting with each customer’s needs, I brought together the right products, technical specialists and wider resources to build a suitable solution and a clear case for investment.

Multimillion-pound territory · Consistently achieved sales quotas

Relevant to your businessUnderstanding the problem behind a requirement, communicating value and coordinating the people needed to win and deliver the work.

Developing business where buying decisions are complex.

I was named EMEA Sales Rookie of the Year and promoted to manage major NHS accounts across the UK. I consistently exceeded sales quotas.

The NHS role involved understanding different stakeholders, explaining the value of a solution and navigating demanding public procurement processes.

Working with organisations responsible for patient care brought home the scale of the challenges and the importance of getting decisions right.

EMEA Sales Rookie of the Year · Consistently exceeded sales quotas

Relevant to your businessDeveloping opportunities and building a case for investment when multiple stakeholders influence the decision.

Delivering service that lives up to the promise.

I helped look after affluent families and corporate guests in a setting where expectations were high. The work required care, responsiveness and attention to detail, supported by preparation and clear communication across the business.

It gave me an early understanding of how service shapes a customer’s trust in a business, particularly when plans change or something needs putting right.

Relevant to your businessConnecting a premium proposition with the people, preparation and service needed to deliver it consistently.