Over the past two decades I’ve worked across B2B and B2B2C environments in health technology, SaaS, and workplace wellbeing.

My work has included:

• Leading commercial functions
• Developing go-to-market strategies
• Building sales processes and pipeline discipline
• Opening strategic partnerships and distribution channels
• Hiring and developing sales leaders and account executives

Much of this work has involved complex stakeholder environments including insurers, healthcare providers, employers, and strategic partners.

Those experiences shape the way I approach commercial growth today.

My work typically sits somewhere between operator, advisor, and coach.

Sometimes that means helping leadership teams shape commercial strategy.

Sometimes it means strengthening the structure and discipline of a growing sales function.

And sometimes it means helping companies hire and develop the people responsible for revenue.

The goal is always the same:

To help companies build commercial systems and teams that allow growth to happen more predictably.

After two decades building commercial teams inside healthtech businesses, I noticed the same patterns appearing repeatedly.

Founders scaling great products without commercial structure.

Senior hires made too early or too late.

Sales teams working hard but lacking clarity.

And boards asking for predictability when the underlying systems weren’t there yet.

Principl was created to solve that gap.

This has all been very work related so far… Who am I, really?

I’m a Dad to two incredibly energetic boys aged 7 & 2, I’m engaged to my wonderful Fiancee, and I’m a carer for my lovely Mum having lost Dad to cancer 8 years ago.

My passion for this sector comes from our own family healthcare troubles over the years. Personally, I’ve been through a very severe period of depression in my late teens. My mother has had ongoing heart issues and my father survived cancer 3 times before being taken from us.

I’ve been taught to be an ‘expert patient’ from a very young age. Understanding and navigating healthcare pathways was a lesson I was taught extremely early in life. It’s where my devotion to ethical, patient-centric health services comes from, and why I love supporting businesses to achieve more.

When the right Healthcare or HealthTech business scales, it impacts more people. That’s my purpose.