Sales operator. Operator-builder. Head of Sales · CS · RevOps · GTM Ops.
15 years driving revenue. 9.5 years commanding reconnaissance in the British Army. Now shipping operating systems for messy commercial problems, with AI as the leverage layer.
Two seats I am applying for, both alongside the broader Head of Sales, Customer Success and RevOps roles. Each card below maps to the projects further down the page.
Built for the seat that takes ambiguous operational problems and turns them into workstreams, owners, cadence, and execution. The BOB War Room and BOB_HQ Performance System below show this pattern end to end.
Translates sales pain into automation, enablement assets, and operating rhythm. The Sales Tool Command Centre and S3 / BMF Training Engine show how I move from messy floor signal to structured output.
Each card opens a demo-style walkthrough. The problem, the AI or system action, the manager move, and the business reason it matters.
A manager-facing sales ops tool that turns raw activity, rep performance, coaching signals, and sales-floor friction into a clear operating view.
Operator note. Reduce ambiguity, expose the operating signal, then make the next action obvious enough for the team to actually use.
Verifiable receipts across consumer subscription, regulated financial services, executive search, field sales, and military command. Numbers cross-referenced against internal reporting and placement archives.
Reference checks welcome on intro call. Direct line managers and client-side contacts at D2MS, deVere, and Gallagher Lynch are reachable. Numbers cross-referenced against internal reporting, office records, and placement archives.
Reconnaissance commander to revenue operator. The pattern repeats: read the ground, build the system, lead from the front.
Corporal (Non-Commissioned Officer), Household Cavalry Regiment. September 2006 to February 2015. Operational tours. Twelve-person team. The qualifications below are what the rank does not say.
48 hours, no sleep, contested international military patrol. Top 5% finish against teams from across the world. The British Army Reserve's premier endurance and reconnaissance test.
Recognition for turnout, drill, and ceremonial bearing. Household Cavalry standard.
The Army's premier reconnaissance qualification, run with 22 SAS. Command a 12-person reconnaissance team in low-vis, low-comms operating environments.
The ATS-readable layer. PM frameworks, military qualifications, languages spoken. Receipts you can verify against a register.
Each role was a different system to build or fix. Every number below has a company name, a timeframe, and a reference behind it.
Customer cancellations running at 45% and a fragmented 30-person remote team across 9 countries on the HelloFresh AU and YouFoodz commercial accounts. The operating system, coaching cadence, and reporting all needed rebuilding while hitting weekly numbers.
Rebuilt the commercial operating system end to end. Authored the BMF Objection Framework (Before, Move-past, Final-close) and rolled it out floor-wide. Designed a 3-week structured sales onboarding programme to replace the 2-day induction. Built a live commercial scorecard from scratch with no engineering support. Kept a personal sales book while leading the team.
Build an executive search practice from zero in the Indonesian market with no warm pipeline, no brand, no team. Compete with established firms for C-suite mandates and run the full commercial cycle solo.
Built the entire business development function from scratch. Authored the outbound script, qualification framework, and pitch deck. Worked through senior network referrals and reputation-led growth rather than cold outbound. Embedded structured forecasting and pipeline reporting from day one. Sold the business on exit.
Sell international pension transfers, investment products, and life insurance to C-level expatriates across APAC inside a heavily regulated compliance framework. Long-cycle senior services sales with capital-grade deal values, 100% self-generated pipeline.
Built pipeline through guerrilla marketing, sports networks, and community building rather than cold outbound. Reframed product features into life-timeline outcomes and anchored on customer ROI. Worked directly with the Regional Director on APAC account strategy and multi-stakeholder cycles. Maintained client documentation to FCA-aligned standards.
Senior commercial leaders are paid to install systems, not just hit numbers. These are the ones I authored and rolled out, including the one that lifted Sales Per Hour 18% across a 30-person team in 9 countries.
Built after auditing hundreds of HelloFresh AU and YouFoodz calls. Reps were closing on price, not value, with no objection framework in the cancellation flow. BMF acknowledges the objection before the customer states it, transitions past it without dismissing, and closes only after genuine resolution. Synthesised from Jordan Belfort's Straight Line Persuasion, Jeremy Miner's NEPQ Discovery, and the Feldman Method. Rolled out floor-wide across all D2MS programmes.
Floor missed SPH by 37%. Room said push activity. I pulled dispositions, found callbacks converting under 1% vs fresh leads at 3-5%. Rerouted callback hours into fresh leads on 4 affected reps for 2 weeks. SPH up 18%. Approved floor-wide.
Jackson was defensive on every coaching session. Not lazy. Uncertain about the script, overcompensating with talking. I stopped trying to coach him out of his behaviour. Asked him to walk me through his version of the call. Rebuilt the front of his call WITH him, not TO him.
The 2-day product overview was sending reps into live cancellation calls without a value framework. I designed a 3-week structured induction layering product depth, call framework practice, and shadowed live floor time before quota.
No BI team, no dev. I built the entire commercial scorecard in Sheets with structured automation. Conversion stages, retention cohorts, Sales Per Hour, pipeline by stage. Reported weekly to senior leadership. Platform is still in use at D2MS after exit.
I do not start with a shiny tool. I start with the operational drag. Then I build the smallest useful system that makes the work visible, repeatable, coachable, and faster.
Same shape whether the seat is Head of Sales, Head of Customer Success, or Revenue Operations Lead. Player-coach. Diagnostic before prescription. Numbers in the room from week 2.
Read the floor before you touch it. Build the diagnostic that every later decision references.
Ship the system. Test in flight. Carry a personal book through the rebuild so the system stays honest.
Sharpen the edges. Layer the automation. Surface where the model needs to flex by region or segment.
Receipts you can hold me to at day 30, day 60, day 90. Same operating model that took D2MS cancellations from 45% to under 5% in 8 weeks.
BOB is the personal AI operating system I built and run every day. Sales intel, content, recruitment, comms, engineering, compliance. Each agent has a system prompt, a model tier, a tool kit, and a reporting line.
The next senior operator needs to use AI at a senior level. Not by writing code. By shaping the playbook, the call audit, the scorecard, the onboarding programme, the re-engagement loop with it. I am not a sales operator who dabbles in AI. I am a sales operator who shipped a 42-agent system to run his own job hunt, content engine, and commercial operations. The receipts on this page are still the job. BOB is the proof I can build on top of them.
Each agent has a system prompt, a model assignment (Haiku for speed, Sonnet for reasoning, Opus for the compliance gate), tools, and a reporting line. Requests flow through a single router so every answer carries one consistent voice.
What it actually looks like when you put me in the seat. Voice, cadence, ground rules. Read once. Hold me to it.
Imove fast on systems and slow down for stakeholders. Week one is a diagnostic. Week two, you will see the scorecard. Day thirty, you will see a v1 framework in the wild. I will not pretend to know your domain on day one. I will ask the obvious questions before I rewrite anything.
I am direct. I name what is broken. I do not manage by vibes and I do not accept activity as a substitute for outcomes. When a number is missing, the first move is data, not pressure. I coach the system before I coach the person.
I keep a personal call book while I lead. The closer the system gets to the phones, the better the system gets. Player-coach, not pure leadership.
I work async on AEST primary with UK and US overlap. You will not catch me on the floor at 2 a.m. You will see my output before your coffee. I write things down so the team can read once and act, not chase me in Slack.
The 42-agent AI system I am shipping in parallel is not a side project. It is the muscle the next decade of commercial leadership runs on. I am bringing it into the seat.
UK passport. Self-funded visa. Fully remote. I do not relocate. I do show up.
Train hard. Sell easy.
Missing target is a data problem first. Activity won’t fix it if you’re pointing the activity in the wrong direction.
Coach the system, not the person. If four reps are missing the same way, the script is broken, not the reps.
Nothing slips through cracks is a habit drilled in by recce, not a personality trait.
Genuinely impressed by your background.
Light Role Reconnaissance Commanders Course at Brecon, run alongside 22 SAS. Cambrian Patrol Gold Medal 2011: 65km tactical reconnaissance over 48 hours against international military teams. Qualified Sniper, School of Infantry. Qualified Small Arms Instructor. CVRT Gunner and Driver.
Give me a messy commercial problem, a fast-moving team, and unclear ownership. I turn it into a system, a rhythm, and a visible path to action. The receipts are above. The next one is yours to brief.
Senior roles I am actively considering
Whether you have a leadership role to fill, a revenue problem to solve, or an organisation to scale, I am listening. Reach out through any channel below and I will respond within 24 hours.
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