From sales management to strategic growth: Why I no longer do “Just Sales”

After over 15 years working across markets in Europe, Africa and LATAM, one thing has become clear: the biggest growth leaps happen when sales is treated as a strategic lever, not a numbers game.

I’ve worked with SaaS companies, start-ups and B2B platforms at critical inflection points: launching in new markets, building their first commercial teams, or shifting from founder-led sales to scalable revenue models.

I realised something important: I don’t want to manage pipelines. I want to build the strategy behind them. So I stepped away from traditional sales director roles to focus on consulting and strategic advisory work. I now partner again with SMBs and start-ups, like I did for many years, to set up their growth engines, without getting bogged down in day-to-day admin.

• I help founders and exec teams design commercial strategies that align with their vision

• Structure and mentor sales teams to sell consultatively and scale sustainably

• Lead go-to-market expansion into new regions, especially across EMEA and LATAM

• Act as a fractional sales leader — focused on high-level impact, not operational reporting

If you are a founder about to launch into a new market, a start-up ready to build (or rebuild) your first sales team, an executive team that needs clarity on your GTM strategy or simply a business looking for fractional sales leadership... Let’s talk.