MEDIAWORKS
Group Commercial Director
When I joined Mediaworks, the agency was a regional Newcastle-based operation with 40 employees. The business development function was generating approximately £1 million in new business per annum with a team of two client facing Salespeople. The primary challenge was to transition from a regional provider into a national enterprise-level agency, capable of winning and retaining major global brands.
The Solution
Over a 9 year period I developed and led a professional commercial engine designed for high-velocity growth delivering £10m per annum in new business sales.
Strategic Market Pivot
- Targeting Tier 1 Enterprises: Shifted the commercial focus from mid-market local businesses to large-scale enterprise (Tier 1) clients.
- Increasing Client Value: This strategic pivot resulted in a significant increase in average client value.
- Logo Acquisition Strategy: Devised and led a high-touch sales approach tailored to engage and convert major international prospects.
Commercial & Marketing Alignment
- Unified Growth Engine: Partnered with the Group Marketing Director to synchronise marketing activity with commercial goals, ensuring a cohesive approach to lead generation and prospect conversion.
- Face-to-Face Leadership: Remained actively involved in the pitch process, leading face-to-face negotiations for high-value contracts to directly deliver revenue and ensure client retention.
Team Development and Scaling
- Headcount Expansion: Oversaw the growth of the sales team from 2 to 12 specialists.
- Multi-Regional Expansion: Supported the broader business growth as headcount rose from 40 to over 190 employees across five UK offices.
- Retention Strategy: Developed frameworks to continue engaging, retaining, and up selling the historical client base, ensuring a stable foundation of recurring revenue while chasing new logo wins.
The Results
The commercial leadership transformed Mediaworks into one of the most successful digital agencies in the UK.
- 9x Revenue Growth: Grew annual new business revenue from £1 million to £10 million in the final 12-month period.
- Global Logo Wins: Successfully pitched and won major international brands, including:
- Puma (Germany)
- Gap (US)
- Dune (UK)
- Ralph Lauren (UK/US)
- Market Position:Successfully evolved the agency from a regional operator into a multi-office national entity with a diverse, high-value client portfolio.
I was able to execute a growth strategy that delivers exponential revenue scaling in a highly competitive market.
ANABAS - FACILITIES MANAGEMENT
Consultant
Anabas, a leading facilities management provider set an ambitious growth target for 2026. This growth was predicated on securing a number of contract wins within their relatively niche target market.
However, the business faced significant hurdles at the top of the sales funnel. Challenges issues included:
· Insufficient Pipeline Visibility
· Low Opportunity Volume
· CRM Inefficiency
· Inconsistent Outreach Structure & Tempo
The Solution
SHC delivered a high-impact, multi-faceted strategy designed to professionalise the business development function and fill the sales funnel with high-quality data.
Data-Driven Prospecting
To bridge the gap in the funnel, Scott Holland utilized AI-driven research and additional paid for tools to identify high-value prospect companies.
CRM Optimization (Salesforce)
The project involved a complete overhaul of how Anabas utilized Salesforce to ensure it became an asset rather than a hindrance.
Pipeline Visibility
Restructuring of reporting to enable accurate activity reporting and better forward-view of pipeline for forecasting.
Professionalized Business Development Process
A new outreach "tempo" was established to manage the prospect data
- Strategic Outreach
- Value-Led Engagement
- Micro-Conversion Focus
Aligned Marketing & Target Strategy
The consultancy introduced a tiered approach to prospecting, and new channels for engagement.
- Direct Mail Trial
- Targeted LinkedIn Ads
- Nurture Streams – Newsletter & Webinars
The Results
The implementation of these recommendations provided Anabas with a clear, data-backed roadmap to achieving its 2026 targets.
Through this strategic intervention, Anabas transformed a fragmented lead generation process into a structured, scalable engine for growth.
The digital lighthouse
Growth Consultant
The Challenge
A performance marketing and data analytics startup, backed by Angel Investment, required the commercial and operational foundations to scale from a founder-led setup into a structured, growth-focused agency.
The objective was to build a scalable performance-led business model and establish credibility within the UK agency landscape.
The Impact - Building a Scalable Performance Agency
As Growth Consultant, I worked alongside the founders to support the evolution of the agency from early-stage startup to a structured performance marketing and analytics partner.
- Organisational Scaling: Helped shape the commercial and operational framework that enabled the team to grow from 2 to 12+ specialists within 18 months.
- Revenue Momentum: Contributed to scaling the business from launch to significant six-figure annual revenue within the first year.
- Market Positioning: Supported the agency in winning and servicing SMEs and multinational organisations across the UK and Europe.
Strategic Areas of Delivery
1. Commercial & Go-To-Market Strategy
- Led the development and execution of the Go-To-Market strategy across performance marketing and data services.
- Supported complex commercial discussions and pitches to secure high-value growth clients.
- Identified and formalised strategic partnerships to strengthen capability across paid media and analytics.
2. Operational & Data Infrastructure
- Provided strategic mentorship to the CEO and leadership team during rapid scaling.
- Oversaw implementation of CRM and reporting systems to create visibility across pipeline, performance and KPIs.
- Strengthened sales and marketing collateral to better articulate the agency’s performance and analytics proposition
3. Investor Visibility & Growth Accountability
- Supported regular updates with the Angel Investor to provide transparency on growth progress and commercial performance.
- Helped structure reporting around revenue, pipeline and operational KPIs to ensure clarity on business momentum.
- Contributed to aligning short-term execution with longer-term growth objectives.
Curo
Chief Revenue Officer
Curo operates as a high-growth, agile venture within a larger enterprise, specialising in the delivery of major capital equipment projects to the NHS. Tasked with disrupting a sector traditionally dominated by established multinational corporations, I was appointed to design and lead the commercial strategy required to capture market share and scale the brand's footprint.
Strategic Impact & Market Disruption
My primary objective is the transition of Curo from a concept-led startup to a major institutional partner. This involves navigating the complex procurement landscapes of the public sector while building an infrastructure capable of sustained, high-velocity growth.
Commercial Strategy & Business Architecture
- Go-To-Market Leadership: Developed the end-to-end commercial business plan, moving the solution from initial concept and clinical trials to broad-scale adoption across the NHS.
- Financial Innovation: Mitigated capital risk and improved client cash flow by introducing Managed Service and Leasing models in collaboration with global financial institutions.
- Strategic Governance: Prepared comprehensive business cases for internal board reviews and external stakeholders to secure buy-in for multi-year expansion plans.
Sales Engine & Operational Excellence
- CRM & Transparency: Spearheaded the implementation of a centralised CRM system and reporting dashboard, providing the Executive team with real-time visibility into sales tracking and pipeline health.
- Market Intelligence: Conducted deep-dive market segmentation to develop phased prospect lists, ensuring sales efforts were concentrated on high-value regional and national opportunities.
- Bid Management: Oversaw the bid strategy and response management for complex, high-value tenders, ensuring 100% alignment with NHS procurement requirements.
Brand Positioning
- Messaging Refinement: Re-engineered corporate and sales messaging to ensure clarity in communicating clinical and operational benefits to senior healthcare decision-makers.
- Collateral Development: Produced a new suite of high-end sales collateral, website content, and executive presentations to reflect a "best-in-class" market presence.
Key Results Focus
- Market Entry: Successfully positioned an agile startup to challenge and win contracts against global incumbents.
- Operational Maturity: Built the foundational reporting and commercial frameworks necessary for a high growth business.
