Hi, I’m James. I help tech, media, and expert-led businesses create commercial clarity.
For the past 18 years, I’ve been working at the intersection of sales, marketing, and creative problem-solving, helping companies untangle complex go-to-market challenges and build more consistent, scalable paths to revenue.
My work spans high-growth scaleups, global enterprises, creative businesses, and specialist consultancies. I’ve led commercial programmes for brands like WeTransfer and Johnson Controls Hitachi, as well as dozens of startups and scaleups across tech, media, creative production, and professional services. From early-stage teams trying to build their first repeatable GTM motion to mid-market businesses preparing for acquisition, the pattern is always the same: at a certain point, growth becomes harder than it should be.
This usually shows up as messy sales processes, unclear positioning, teams pulling in different directions, or a commercial engine that has become too complex. My role is to cut through that complexity and get companies back to clarity, focus, and commercial discipline.
Why I do this work
Most businesses don’t suffer from a lack of ambition. They suffer from a lack of clarity, especially as they scale.
Clarity about who they’re selling to.
Clarity about the story they’re telling.
Clarity about how their commercial engine should work day to day.
Clarity about what’s slowing revenue and how to fix it.
I’ve always been drawn to the messy middle of these problems: the point where strategy, operations, and narrative collide. It’s where I do my best work, and it’s where I can create the most impact.
What I bring that’s different
I bring a perspective you rarely find in one person, shaped by:
Board-level sales leadership
Agency-side marketing experience
Deep roots in the creative and advertising industries
Hands-on commercial work inside tech and media companies
This combination means I see GTM and commercial issues from multiple angles: strategic, operational, creative, and commercial. I can diagnose problems quickly, translate complexity into simple actions, and align teams across product, marketing, and sales around a single, compelling direction.
Clients often tell me I pick things up unusually fast, ask the questions others miss, and get to the heart of the problem earlier than expected. They also say I’m easy to work with: positive, practical, calm, and focused on solutions rather than noise.
If that sounds useful…
I’d be happy to talk through what’s going on in your business and whether I can help.