Strategic advisory.
Commercial leadership and growth.

I work with CEOs and commercial leaders to review the organisation, agree priorities and connect sales, marketing, revenue management and distribution. The aim is a clear operating model your teams can use, with ownership of decisions and a practical route from strategy to execution.

What the work can deliver

• Commercial diagnostic with prioritised actions
• Team structure, responsibilities and decision rights
• Shared KPIs and a commercial review rhythm
• Implementation plan with owners and handover

Relevant experience

MEININGER Hotels. As the first CCO, brought sales, marketing, revenue management and brand into an integrated commercial function as the portfolio grew from 17 to 35+ hotels.

WebBeds / Sunhotels. Led post-acquisition commercial changes across positioning, sales, technology and international expansion, helping establish the foundation for wider B2B growth.

A few questions about this support

Can you support our existing commercial leader?
Yes. The mandate can be an independent review, support for a defined transformation or an embedded role alongside the leader. We agree responsibilities and decision-making at the outset.

Does transformation always mean restructuring?
No. The diagnosis may point to clearer priorities, better account coverage, stronger data or more coordinated decisions. Changes to team structure follow the business need.

I help teams turn those choices into action: which segments to prioritise, how to position the offer, which channels and partnerships to use, and how to organise sales coverage. The work includes business development and execution, with measures that show where the plan is gaining traction.

What the work can deliver

• Priority markets and customer segments
• Positioning and route-to-market recommendations
• Sales coverage, strategic account and partner plans
• Launch actions, responsibilities and performance measures

Relevant experience

TripAdvisor. Led EMEA commercial growth in hotel-facing products, including product launches and the expansion of a commercial team from 35 to more than 150.

GTA / TravelCube. Launched GTA’s retail distribution brand, with turnover reaching $190 million within 18 months.

A few questions about this support

Can you help with selling as well as strategy?
Yes. Depending on the mandate, support can include strategic account development, partner discussions, sales team direction and implementation of the go-to-market plan.

Can this apply to an established business?
Yes. An existing product may need sharper segmentation, a different channel mix or a more focused approach to markets and clients. A launch is only one possible starting point.

I bring experience from hotel operators, bedbanks and hotel-facing technology to reviews of distribution and revenue performance. We look at direct, trade, wholesale and online channels together, connecting pricing and inventory decisions with customer activation and partner account plans.

What the work can deliver

• Channel mix and commercial contribution review
• Direct and partner growth priorities
• Pricing, inventory and distribution actions
• Partner negotiation and account development plan

Relevant experience

MEININGER Hotels. During portfolio expansion, direct B2C bookings increased from 15% to 27% and direct B2B bookings from 17% to 25%, alongside stronger commercial coordination.

GTA and WebBeds. Worked across European sales, wholesale distribution and international B2B growth, connecting supplier relationships with demand partner requirements.

A few questions about this support

Is the objective always to reduce OTA business?
No. The right mix depends on demand, seasonality, cost and the guest or client segment. The work focuses on the contribution and role of each channel.

Can you work with our revenue management team?
Yes. I work alongside revenue management, sales and distribution teams to connect pricing decisions with market priorities, partner relationships and commercial performance.

I help commercial teams define requirements, challenge vendor proposals and prioritise integrations and data improvements. AI work can include account research, proposal preparation, reporting and product discoverability, with clear responsibility for checking output and making decisions.

What the work can deliver

• Commercial requirements and prioritised use cases
• Vendor assessment and integration priorities
• Data quality and reporting actions
• AI workflow trials with ownership and quality checks

Relevant experience

Bakuun. Commercial leadership across travel technology and payments, including channel integrations, demand partner development and hotel activation.

AI for Business. Completed Imperial College Business School’s AI for Business programme in 2026, adding to practical experience in commercial systems and transformation.

AI in practice

Discoverability & booking. Review how your properties, products or destination are represented in AI search and planning tools, and improve the content, product information and routes into a booking.

Sales & client development. Identify useful applications in account research, lead prioritisation, proposal preparation and partner follow-up, supported by your existing systems and data.

Teams & organisation. Reduce repetitive work in reporting and handovers, improve access to commercial insight and agree how teams use AI, who owns decisions and how quality is checked.

A few questions about this support

Do we need to replace our current systems?
Not necessarily. The starting point is what your team needs to do, where data or workflows fall short and whether your existing systems can support the improvements.

Do you develop software?
My role is commercial: requirements, business priorities, vendor selection, adoption and performance. Technical design and development remain with your internal specialists or implementation partners.