About Me
A dynamic, commercially accountable and “hands-on” SaaS sales leader with 15+ years’ experience driving multi-million contract growth in IT services, SaaS and digital transformation. Proven track record in building, leading and coaching high performing sales teams selling into Local Authorities, Education, NHS, Defence & Commercial organisations.
Recognised coach-first leadership style that delivers consistent quota attainment, secures major bids and embeds leading sales methodologies that strengthens empowerment, deal execution, performance and forecasting.
Adept at leading from the front, with a track record of elevating sales capability, shaping strategic direction and supporting the team in closing complex digital transformation deals. Skilled in maximising TMO/TAM opportunities, whitespace potential, and influencing product/sector/marketing strategy to deliver sustained NRR and account-based growth.
Education
Civica 2020-2025
Various In-house Management Courses
Leadership Sales Excellence Effective Coaching
Ascento 2019
BCS Digital Marketing
MHFA 2020
Adult Mental Health First Aider
Work & Experience
Civica Group Limited 03/02/2020 - 11/14/2025
Sales Director
Strategic sales lead, accountable for revenue & margin growth, and retention performance across managed cloud and SaaS portfolio of 250+ public-sector and commercial client accounts. • Consistently achieve growth plan targets (team attainment av.95%+), securing enterprise SaaS agreements with Commercial & Public Sector organisations. • Introduced structured proposal governance and pricing reviews to protect GP and improve forecast accuracy; improving ACV (+40%) and win rates (+38%). • Coached and developed sales teams, embedding MEDDPICC, BANT & SPIN frameworks, leading to a high performance cadence & values-led culture • Implemented weekly 1-2-1, team and deal review meetings improving individual, team and business reporting / planning, improved pipeline growth (+30%), forecasting insight & accuracy, to support business planning. • Re-engineered account planning and whitespace strategy, expanding managed services footprint and increasing renewal margins. • Partnered with marketing and delivery to launch national campaigns, generating £4M+ incremental pipeline. • Acted as senior commercial lead for strategic clients, influencing at C-suite and sector-association level. • Delivered strategic market reviews and led organisational change, unifying team culture, strengthening internal collaboration and improving operational cadence. • Secured +£500k NRR through commercial and operational support. • Trusted sector ambassador representing Civica at national associations and policy forums and sector engagement
Fretwell-Downing Hospitality Limited 05/02/2011 - 03/02/2020
Business Development Director
Responsible for UK sales and marketing activities/team, accountable for revenue & margin growth, contractual provision, time to value delivery and retention performance. • Directed sales and marketing strategy, achieving five-fold growth and profitability • Led sales and marketing functions, completing a full review of company position and marketing approach. • Developed & executed integrated sales & marketing plan, including new website, digital content, proposals, digital communication plan, client conferences and partnership forums. • Introduced SaaS model with revised commercial terms, securing ARR by 300%; whilst improving forecasting and predictability. • Opened new UK and international markets, consistently achieving annual sales targets whilst building long-term sustainable client relationships. • Served on the management board, providing commercial & marketing leadership to support the successful sale of the business to Civica.
Counter Solutions Limited 09/03/2007 - 05/02/2011
Sales Director
Headhunted as Business Development Manager to increase sales levels of new cloud first solution. Internal promotion to Sales Director. • Exceeded annual sales targets and secured largest single contract in company history. • Developed & implemented new, proactive sales and marketing strategy • Introduced CRM and strategic forecasting tools, strengthening organisational planning and reporting. • Stabilised client base, improving contract retention through major account strategy • Supported international expansion through European dealer partnerships.
Portfolio
