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In April 2022, following Accel-KKR’s acquisition of Basware, the company entered a new phase as a private equity–backed scale-up. I was seconded in mid 2023 focus on sales strategy and enablement to accelerate growth and strengthen partner collaboration.

I strengthened partner relationships, co-developed the client–partner–Basware RACI model, helped rebuild the UK sales team and played a key role in winning several major deals.

I also identified key product readiness gaps and built a roadmap to close them, ensuring Basware’s offering became truly partner ready and scalable for future growth.

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Working with James, founder of a property management start-up, I combined strategic advisory and coaching to drive growth. This evolved into a formal engagement in 2023 as part of a growth strategy.

I helped James to clarify business capabilities, refine the go-to-market approach, and improve pricing and sales capability.

As the company pivoted toward an AI product line, I guided alignment between core operations and new opportunities to ensure sustainable, well-targeted growth.

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Since early 2020, I have provided coaching to Nasser, the CEO of the UK’s leading workplace adjustment provider, focusing on business improvement and growth.

This support helped the business navigate the challenges of COVID-19 and significant shifts in the workplace adjustments provider market.

More recently, our relationship has evolved into a formal engagement under the Hailion brand, where alongside my partner, Steve, we have provided strategic advisory and hands-on support to strengthen the company’s growth path and market leadership.

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I worked directly with founders like Arjun to provide personal executive coaching and strategic guidance.

In Arjun’s case, my role was to support him individually as he stepped into a leadership position at a Health Tech start up.

I focused on refining his product management approach, shaping go-to-market strategies and coaching him on his board level relationships.

By offering tailored advice and detailed feedback, I helped him strengthen the product’s market positioning and his own confidence as an executive.

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I advised founders Beth and Aoise as they scale their Social Procurement platform, a platform connecting organisations with social suppliers.

My role has been to bring board-level perspective and challenge on growth and strategy, while providing practical guidance on business planning and investor readiness.

By combining hands-on advice with external challenge, I helped the team strengthen their commercial model, refine their go-to-market strategy, re platform the product and successfully exit the business.