About Me
I design and scale commercial ecosystems in industries where infrastructure is still catching up to ambition or where it’s fragmented / unstructured.
My work lives at the intersection of strategy, policy, and product — helping emerging sectors and industries move from fragmented systems to connected platforms. Whether it’s tourism, energy, digital services, or FMCG I’m focused on aligning incentives, building the right tech foundations, and creating models that scale sustainably.
Currently working in frontier markets where the rules are still being written.
My lens: solve for today, architect for tomorrow.
Work & Experience
NEOM, Saudi Arabia 08/01/2023
Interim Director of Commercial Tourism
Commercial leader for NEOM’s tourism division, responsible for defining, structuring, and operationalizing the commercial engine behind NEOM’s global tourism rollout. Spearheading commercial partnerships, distribution strategy, technology infrastructure, and financial frameworks to support scalable growth across all travel-related products and experiences. Key Contributions: • Set the strategy for global distribution of NEOM’s travel and tourism products, including B2B and B2C channel design, merchant structures, and DMC integration. • Defined NEOM Tourism’s financial structure for end-to-end revenue management across DMCs, MoRs, and distributors. • Directed, negotiated, and completed the commercial setup for NEOM’s full-service DMC ecosystem. • Built the business case for distribution, supported by ROI modelling and scenario planning. • Led technology infrastructure development to enable global scalability. • Designed full contractual and governance models to connect suppliers, aggregators, and commercial operators. • Advised on product packaging and flow logic for Travel Service Providers to align with NEOM’s luxury positioning. • Directing the M&A of Operational and Technological structure to further support the growth of Tourism in Saudi Arabia.
Clyde & Co 11/01/2022 - 07/31/2023
Interim Head of Portfolio
Brought onboard by CPO and CTO to build a function of Head of Programme and Programme Managers, whilst simultaneously get key strategic programmes underway. Multiple programmes (ERP, Data Management, & Reporting) have been ‘in the starting block’ for several years and Managing Partner needed support to identify status as well as getting things into shape. Delivered a structured project team and kicked off the work, processes, and selected relevant implementation partners. Scoped, mapped, and planned the integrations between Workday, ServiceNow, and all other relevant systems with the aim of a seamless single point of access for employees to all relevant HR functional tools.
Gousto LTD 10/01/2021 - 10/31/2022
Interim Chief of Staff & Principal Programme Manager
Strategic partner for CPO, developed the vision and the strategy to underpin future growth for both internal systems and core products. Built and directed programme function to work cross functions that drove increased speed to market and a data-driven approach to decision making. Sourced and integrated E2E programmatic HR tools from Talent Management, LMS, financial planning (ERP), Data Management, and associated processes (People, Process, & Tools). Key contributions and successes: • Reset LMS technology to enable seamless integration with new SaaS capability across HR • Built out and launched other technology tools • Directed business rhythm for planning and execution driven by core KPIs • Structured and owned operational and programme reporting and business realisation management. Delivered clear and concise monthly reporting for relevant Programme / Project KPIs • Designed, owned, and directed Prioritisation and Product Council, which delivered clarity on prioritisation and a reduction of Tech Debt by 25% • Transformed the business by redesigning and implementing new Target Operating Models, Processes, Systems, and Technologies • Drove continuous performance improvement with a focus on agile growth mindset
Edge Retreats 05/03/2021 - 10/29/2021
Interim Programme and Operations Director
Responsible for structural operational changes and product enhancements to ensure the growth and secure funding for Global Luxury Vacation Rental business. Key contributions and successes: • Delivered increased sales of 90% YoY • Increased customer satisfaction (NPS) of 80% • Grew supplier inventor
Expedia Group 02/01/2018 - 10/30/2020
Head of Commercial Programmes & EMEA Chief of Staff
Responsible for E2E direction, ownership, implementation, and management of large global complex commercial developments and transformations across the group. Directed and led successful delivery across complex matrix structure for multiple global programmes and products with revenue ranges between $800m and $1bn, by distilling and delivering them from strategic objectives through to lean delivery and completion. Creating scale capabilities with incremental revenue, improved customer experience, and efficient operations with reduced product complexity and cost. Directed and led a team of 3 Commercial Programme and Product Managers. Key contributions and successes: • Directed and led core product deployment through cross functional programmes with revenues of ~$1bn with 100+ staff to successful delivery, providing robust & effective leadership to secure growth • Transformed the Group by redesigning and implementing the Target Operating Models, Cross-Functional Products, Processes, Systems / Technology, Legal Entities and Payment Processes • Built and implemented associated Data Management Processes • Successfully rebranded 16 national brands into one global master brand and product • Designed, built and implemented a prioritisation and growth framework, realising 15% YoY growth in key markets and operational savings of $75m • Core business representative on Product and Prioritisation councils, which delivered a reduction of Tech debt of ~40% • Transformed operations and managed the implementation across multiple global regions • Designed and directed core governance structures to mitigate cross programme risks and ensure on-time delivery • Structured and owned operational and programme reporting and business realisation management • Designed and directed business rhythm for planning and execution • Negotiated the intake process of requirements to secure execution in all global workstreams from Tech to Finance • Spearheaded the acquisition and integration of three businesses, gaining competitive advantage • Closed 7 brands and all respective operations • Led appropriate HR consultations with mandated stakeholders where required due to OD changes