Work
Selected Projects
A selection of initiatives I've led or been deeply involved in — strategy, operations, and the occasional experiment. Details are illustrative where confidentiality applies.
Market Expansion Strategy
Led a cross-functional team to evaluate, prioritise, and enter two adjacent markets over an 18-month horizon. The work involved competitive landscaping, customer discovery, financial modelling, and building the go-to-market playbook from scratch.
Outcome: 35% revenue uplift attributed to the new markets within the first year of launch.
Operational Redesign
Redesigned end-to-end operations for a 200-person business unit. Mapped current-state processes, identified systemic bottlenecks, and co-designed a new operating model with frontline teams.
Result: 40% reduction in cycle time. No headcount increase.
Innovation Lab
Built and ran an internal innovation program that gave employees structured space to surface and develop ideas. Designed the intake process, evaluation criteria, and funding model.
Result: 3 of 12 ideas became funded initiatives; one is now a standalone product.
Annual Strategy Process
Redesigned the company's annual planning process — shorter, sharper, and better connected to day-to-day decisions. Eliminated two months of prep work and three layers of redundant review.
Team Building & Culture
Hired and onboarded a 15-person strategy team from scratch. Defined role clarity, built onboarding programmes, and established norms that held through rapid growth.
Executive Communications
Developed board and investor materials that simplified complex narratives into clear strategic stories. Turned a 60-slide deck into a 12-page memo that actually got read.
Turnaround Planning
Supported a business unit under pressure to diagnose root causes, stabilise operations, and build a credible 12-month recovery plan. Worked directly with the leadership team through a difficult period.
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