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 from 0 to 25+ people across sales, marketing, customer success, and revops
• Developing go-to-market strategies taking business from £0 to £3m+ ARR
• Building sales processes and pipeline discipline from scratch, that scales as the business does
• Opening strategic partnerships and distribution channels resulting in multimillion pound contracts from cold starts
• Hiring and developing high performing sales leaders and account executives who match culture and are promoted from within

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. Health & HealthTech businesses are very different from traditional SaaS, and I’ve learnt that first hand over many years.

My work typically sits somewhere between operator, advisor, and coach. I’m not a know it all, I have no ego, and I’m a recovering people pleaser. I like to work with companies who are similar in terms of their culture and approach.

I am very people-centric, with an approach that encourages everyone to be their true self. Authenticity, both in terms of the people I work with and the brand behind the company, is very important to me.

I am big on clinical evidence. Big on impact. Big on always doing the right thing, even when no-one is watching. That goes for the companies I support, too.

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

Founders scaling great products without commercial structure or a solid GTM plan. Senior hires made at the wrong times. Sales teams working hard but lacking clarity. Boards asking for predictability quickly, when the underlying systems weren’t there yet.

Principl was created to solve that gap. I’ve lived it, I’ve seen the impact it has on businesses and teams, and I’ve learnt (often the hard way) how to avoid them. I believe lots of other businesses could benefit from that, hence why Principl now exists.

Why the name? The principles around how I work, and who I work with, are very important to me. They stand for something. I want this company to live and breathe those values of honesty and integrity.

(And obviously, Principle was not available as a domain name… So I removed the e, and here we are.)

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.

I coach my sons U7s football team, I’m a volunteer on the school PTA, and a mental health, cancer, and animal charity donor. A keen angler, a sunday league goalkeeper, and someone who has been through their fair share of grief, trauma, and challenges for a 30-something year old. I’m a glass half full person when it comes to life, but a glass half empty person when it comes to looking at commercial numbers…

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, which was crippling for a while. My mother has had ongoing heart issues, operations and health scares for many years, and amongst other things, my father survived cancer 3 times before finally being taken from us. After his first cancer diagnosis of Sarcoma, he helped to set up the charity Sarcoma UK supporting thousands of patients each year.

Understanding and navigating healthcare pathways was a lesson I was taught extremely early in life. Being an ‘expert patient’ is how my Dad coined it to me. It’s where my devotion to ethical, patient-centric health services comes from, and why I love supporting businesses who do good for others to achieve more.

That’s my purpose.