Career Journey
From the server room
to the global stage.
Two companies. Three decades. A career written from technical foundations upward, in the order it was lived.
Chapter I
1994–2022
28 years
Stibo Systems.
Twenty-eight years inside one enterprise software company. From server operations and application consulting, through international project delivery and master-data expertise, into European pre-sales leadership, and finally the executive establishment of user experience and innovation.
“A career learned from the inside out — infrastructure, then software, then the customers who depend on both.”
1994–1997
Server Operator
1994–1997
First role in technical operations, running server infrastructure and providing the foundation for a career that moved through consulting and into executive leadership.
Scope of responsibility
- Operate server infrastructure
1997–1999
Media Specialist
1997–1999
Media-specialist role covering the production and technical handling of media assets ahead of the move into application consultancy.
Scope of responsibility
- Production and technical handling of media assets
1999–2003
Application Consultant
1999–2003
Application consultancy on master-data and product-content solutions, supporting customers through implementation and configuration.
Scope of responsibility
- Support customer implementation and configuration
- Advise on application use and adoption
2003–2006
Project Manager
2003–2006
Managed international enterprise MDM implementations covering project lifecycle, solution design, process analysis, multidisciplinary teams, risks, financials, integrations, software-development cycles, proposals and RFI responses.
Scope of responsibility
- Manage international enterprise MDM implementations end to end
- Lead solution design and process analysis
- Direct multidisciplinary delivery teams and financials
- Handle integrations and software-development cycles
- Own proposals and RFI responses for pursuit support
2006–2013
Master Data Management Specialist / Pre-Sales
2006–2013
Board-level and business-user engagements across the UK, Europe and North America. Covered data governance, stewardship, workflow, data modelling, e-commerce and ERP integration, classification management and supplier onboarding.
Scope of responsibility
- Advise executive and business-user audiences on master-data programmes
- Cover data governance, stewardship, workflow and modelling in enterprise engagements
- Support e-commerce and ERP integration conversations
- Advise on classification management and supplier onboarding
2013–2018
Head of European Pre-Sales
2013–2018
Built and led the European pre-sales and sales engineering organisation for Stibo Systems' enterprise master-data and product-content platform. Owned the operating standards for discovery, demonstration, executive engagement and strategic pursuits across the region, coached and mentored practitioners into more senior roles, worked closely with the partner ecosystem and represented the platform in board-level customer conversations across enterprise PIM and MDM programmes.
Scope of responsibility
- Build, lead and grow the European pre-sales and sales engineering organisation
- Own executive customer engagement across the region
- Support and win strategic enterprise pursuits
- Coach and mentor pre-sales practitioners and develop future leaders
- Work with the partner ecosystem to extend reach and delivery capacity
- Apply and evolve the sales methodology across enterprise pursuits
- Advise on enterprise PIM and MDM programmes at board and business level
- Set operating standards for discovery, demonstration and business-value articulation
2018–2022
Director of User Experience
2018–2022
Established user experience as a strategic function inside Stibo Systems. Founded and scaled the UX organisation from a single designer to a 16-person embedded team spanning research, design and design-system disciplines. Set up the first dedicated UX research capability, embedded design thinking and evidence-led decision making into product development, created and governed an enterprise design system, led a clean-sheet redesign for complex master-data users and directed the front-end modernisation from Google Web Toolkit and Angular towards React and a shared design system.
Scope of responsibility
- Establish UX as a strategic function inside product engineering
- Build and lead the UX organisation across research, design and design-system disciplines
- Embed user research and design thinking into product decision making
- Create and govern an enterprise design system across the product portfolio
- Lead the clean-sheet redesign for complex master-data users
- Direct front-end modernisation across the product portfolio
- Shape customer-centred product development and product strategy in partnership with product management and engineering
- Lead cross-functional collaboration across product, engineering, research and design
Key outcomes
Scaled the Stibo Systems UX organisation from one designer to 16.
Founded and grew the UX organisation from a single designer to a 16-person embedded team spanning research, design and design-system disciplines, giving product engineering a durable design partner at scale.
1 → 16 people
Established Stibo Systems' first dedicated UX research capability.
Set up Stibo Systems' first dedicated UX research capability, embedding user evidence into product decision making across master-data management.
Created and embedded an enterprise design system.
Created an enterprise design system and embedded it into product development, giving engineering and design a shared vocabulary and reusable components across the portfolio.
Led a clean-sheet redesign for complex data-management users.
Directed a clean-sheet redesign for complex master-data management users, unlocking a more coherent experience across the platform.
Directed front-end modernisation towards React and a shared design system.
Led the front-end modernisation away from Google Web Toolkit and Angular towards React and a shared design system, aligning the visual and interaction language of the platform.
2020–2022
Chief Innovation Officer (joint role)
2020–2022
Executive responsibility for the innovation agenda alongside the Director of User Experience role. Set the direction for how research, product, design and engineering explored new capability, incubated emerging technology and translated it into practical value for enterprise master-data customers. Sponsored a clean-sheet redesign for complex data-management users and directed strategic product innovation across the portfolio.
Scope of responsibility
- Set the innovation strategy across product, design and engineering
- Sponsor incubation of emerging capability, including a cloud-hosted algorithm execution environment for PIM and MDM
- Direct strategic product innovation across master-data management
- Sponsor clean-sheet redesign initiatives for complex user journeys
- Align design, research and product engineering behind a shared innovation agenda
- Represent the innovation agenda in senior customer, partner and industry conversations
Key outcomes
Led a clean-sheet redesign for complex data-management users.
Directed a clean-sheet redesign for complex master-data management users, unlocking a more coherent experience across the platform.
Directed front-end modernisation towards React and a shared design system.
Led the front-end modernisation away from Google Web Toolkit and Angular towards React and a shared design system, aligning the visual and interaction language of the platform.
Created a cloud-hosted algorithm execution capability for PIM and MDM.
Created a cloud-hosted execution environment that allowed developers to host their own algorithms and run them against the PIM and MDM database. Established an extensibility model for customer-specific intelligence and analytical logic, and demonstrated early strategic foresight around intelligent data platforms before AI became a mainstream enterprise topic.
Chapter II
2022–Present
Since 2022
Syndigo.
The current chapter. Global leadership of consultancy and solution engineering across the enterprise software and data-management portfolio. Twelve months as Solution Consultant preceded the global remit.
“The discipline of executive selling is coachable, teachable and measurable. It responds to structure, not heroics.”
Current tenure
Solution Consultant
Current tenure
First twelve months at Syndigo as a Solution Consultant before taking on global responsibility for pre-sales. Focused on customer discovery, solution design, enterprise demonstrations, PIM, MDM and product-content expertise, commercial sales support and business-value articulation across enterprise pursuits.
Scope of responsibility
- Lead customer discovery for enterprise product-content and master-data opportunities
- Design solutions across PIM, MDM and product-content use cases
- Deliver enterprise demonstrations grounded in the customer's business
- Support commercial teams through pursuit and executive conversations
- Frame technology decisions in terms of measurable business value
Present
Global SVP, Consultancy and Solution Engineering
Present
Global leadership of consultancy and solution engineering across Syndigo's enterprise software and data-management portfolio. Accountable for the operating model, leadership of regional managers and specialist teams, executive customer engagement, strategic deal support, demonstrations, proofs of concept, RFP and RFI response quality, enablement, value articulation, sales-to-delivery alignment and operational reporting.
Scope of responsibility
- Design and evolve the global operating model for consultancy and solution engineering
- Lead regional managers and specialist teams across geographies
- Own executive customer engagement, discovery and strategic deal support
- Set standards for demonstrations, proofs of concept and business-value articulation
- Govern RFP and RFI response quality through the Pursuit Desk model
- Drive enablement, coaching and professional development at scale
- Ensure clean sales-to-delivery handover and post-sale continuity
- Maintain operational reporting, utilisation visibility and workload transparency
Key outcomes
Increased global pre-sales win rate from 38% to 61% over 18 months.
Led a commercial transformation of the global pre-sales function that lifted the win rate from 38% to 61% over eighteen months. Combined organisational redesign, stronger governance, improved discovery, structured storytelling, repeatable operating practices and scalable sales assets so that pursuits were run to a consistent standard rather than depending on individual heroics.
38% → 61% win rate · 23 percentage-point improvement over 18 months
Unified the global solution engineering operating model.
Led a transition away from fragmented, product-aligned practices towards a coordinated global operating model. Introduced a shared definition of the role, common expectations for discovery and demonstration, and consistent quality standards across regions, so customer engagements no longer depended on which team the customer happened to meet.
Established the PreSales Excellence Council.
Created a cross-regional council to raise the professional standard of solution engineering. Introduced peer review of demonstrations, shared critique of business storytelling and a running programme of craft development, giving practitioners a forum to hold each other to a higher bar.
Authored a structured PreSales Playbook.
Codified a repeatable pre-sales method covering discovery, rehearsal, storytelling, reverse demonstrations, proof-of-concept planning and handover to delivery. The playbook gave newer engineers a clear route to competence and gave senior practitioners a shared language for coaching.
Introduced the Pursuit Desk model for RFP and RFI response.
Built a Pursuit Desk to bring ownership, consistency and quality to formal responses. Combined a reusable content library, clearer governance and a defined intake and review process so that pursuits no longer relied on ad hoc effort from the most senior contributors.
Created a Solution Consultancy capability focused on business value.
Established a discipline dedicated to executive alignment, business case development and outcome-led customer conversations. Reframed engagements around measurable value and decision support rather than product tour, sharpening the commercial narrative used at senior levels.