Translating complex technical products into viable commercial businesses.
Strategic direction on positioning, pricing models, and initial market entry for engineering, climate tech, and regulated B2B software across APAC and North America.
Agentic AI & Automation · MedTech · HealthTech · ConstructionTech · FinTech · VeterinaryTech · Marine · Equine · Public Sector Workforce Training
A commercial career built across the entire product lifecycle:
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Commercial Sales: 10 years in enterprise medical device and pharmaceutical sales, managing complex clinical procurement cycles and multi-stakeholder purchasing decisions.
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Product Leadership & GTM: 15 years leading product management and product marketing across regulated B2B SaaS—spanning healthtech, veterinary science, fintech, and construction tech across APAC and the US. Track record spans pre-revenue validation, seed-stage market entry, scaling a global brand through an initial public offering (IPO), and advising established market leaders.
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Education & Credentials: Master of Business Administration (MBA) from the University of Technology Sydney, alongside executive strategy studies in Paris.
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Current Focus: Acting as an interim commercial lead and strategic advisor for technical founders, designing the go-to-market architecture, pricing models, and validation frameworks required to achieve repeatable commercial adoption.
The transition from engineering milestone to commercial adoption.
Customer & Market Validation
Establishing whether initial interest represents an exploratory user or a commercial buyer with budget and authority to purchase.
Value-Based Pricing Models
Structuring licensing, pilot agreements, and contract terms based on commercial return delivered rather than software build cost.
Product Positioning & Messaging
Articulating complex technical capabilities clearly for commercial buyers, technical evaluators, and procurement teams.
Regulatory & Commercial Alignment
Factoring market-specific compliance requirements and procurement friction directly into the initial commercial launch.
Commercial Engagement Models
Direct advisory and commercial execution structured around business milestones, available as a focused project or embedded leadership.
Go-To-Market Planning & Commercial Expansion
4-Week Engagement · From AUD $12,000A dedicated 4-week engagement for technical teams preparing for an initial market launch, expanding into new commercial sectors, or repositioning an existing product for enterprise adoption.
Customer & Market Validation: Structured customer discovery to establish willingness-to-pay, buyer authority, and procurement pathways.
Category Positioning & Value Proposition: Articulating complex technical capabilities into clear commercial value for commercial buyers and technical evaluators.
Commercial Models & Pricing Strategy: Contract structures, licensing models, pilot agreements, and pricing tiers.
Execution Roadmap: A documented commercialisation plan detailing sales motions, operational milestones, and timelines.
Interim Commercial Lead / Ongoing Advisory
Monthly Engagement · From AUD $6,000 / monthDirect strategic oversight alongside technical founders, executive leadership, or the board.
Commercial Governance: Active steering of customer pilot progress, pipeline conversion, and go-to-market milestones.
Roadmap & Market Alignment: Ensuring engineering milestones directly support commercial adoption and enterprise customer requirements.
Negotiation & Strategy Support: Direct support in commercial partner discussions, pilot terms, and sales strategy.
Custom Scopes
For teams with specific timelines, commercial requirements, or ongoing needs outside of these fixed structures, engagements are scoped following an initial consultation.
Schedule an Initial Chat
A 30-minute introductory conversation to review your current product milestone, commercial objectives, and whether a structured engagement aligns with your timeline.
Book a 30-Minute Call