My Background

My route into new business started with launching my own business, before moving into my first SDR role at a SaaS company and eventually finding my way into the agency world.

Since then, I have worked in freelance, fractional and full-time agency-side new business roles, including for new business consultancy Gray Matters.

That experience has helped me develop methods and best practices in outreach, CRM, qualification, messaging, nurture, pipeline development and commercial strategy. More importantly, it has taught me the discipline to stay consistent, the judgement to prioritise the right opportunities, and the resilience to keep momentum over time.

I also hold an MBA, which shapes how I approach new business. I do not see it as simply lead generation or meeting booking. I see it as a commercial system where positioning, market focus, buyer understanding, process and follow-up all work together.

I care about doing the fundamentals well: targeting the right prospects, writing relevant messages, following up consistently, maintaining clean CRM data and recognising commercial opportunities wherever they emerge, whether that leads to pipeline, partnerships, referrals or valuable market insight.