Track Record
Selected Outcomes from Strategic Engagements
Commercial transformation work across consulting, interim, and senior leadership roles — always focused on growth, distributor effectiveness, and market repositioning in complex, multi-stakeholder environments.
Oil & Gas Pipeline Inspection Services (Panama)
Multinational Tender · Stakeholder Alignment · Technical Positioning
Coordinated a cross-border bid with engineering, compliance, and pricing teams; introduced scoring frameworks and unified technical positioning.
Results: Advanced to finalist stage out of 14 bidders, improved technical score by +22%, and secured top-tier consideration.
Infrastructure Systems Supplier (Switzerland)
Pricing Strategy · CRM Enablement · Sales Reset
Shifted sales organisation from reactive quoting to value-based engagement, embedding CRM discipline and redesigning pricing.
Results: +35% quote-to-order conversion, more substantial margins, and improved pipeline accuracy.
ERP Software Firm (Panama)
SaaS · LATAM Public Sector · Market Repositioning
Redefined market segmentation and offer architecture to restore competitiveness in fragmented tender environments.
Results: +40% platform growth in 10 months, higher win rate through sharper positioning.
Heavy Equipment OEM (Germany)
Dealer Network Revitalisation · Lifecycle Value · Go-to-Market Improvement
Reframed lifecycle economics and residual value, re-engaged distribution partners, and refreshed the GTM approach.
Results: +30% YoY sales, +15% revenue per unit, +40% dealer reactivation.Marine Systems Integrator (Spain)
Channel Expansion · Strategic Partnerships · M&A Preparation
Built a new distributor network across the EU & North America, aligning value narrative with buyer expectations.
Results: 3 new distributors onboarded, stronger market positioning ahead of a successful exit.
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FMCG Distributor (Central America)
Channel Realignment · Governance Discipline · Sales Performance
Redesigned sales organisation and introduced KPI-based accountability frameworks to improve partner effectiveness.
Results: +12% order growth in 8 months, stronger sales visibility, and cross-channel transparency.
Executive Leadership Roles
Tadano Europe (Mobile Cranes & Lifting Equipment)
Market Share Growth · Dealer Realignment · Strategic Accounts
Repositioned Tadano across 12 European distributor markets under margin pressure. Introduced structured fleet account strategies, residual value frameworks, and stronger dealer engagement processes.
Results: €12M revenue growth over 36 months, +8% market share in core countries, positioned Tadano as a lifecycle-focused partner for major rental fleets.
ELA Container Middle East (Modular Solutions)
P&L Leadership · Commercial Turnaround · Strategic Repositioning · Regional Expansion
Recruited to lead the turnaround of an underperforming modular infrastructure business. Reset pricing and delivery models, rebuilt credibility, and established operations in 4 GCC markets.
Results: Revenue growth from €0.5M to €4M in 18 months, +42% margin improvement, and renewed client trust in a fragmented sector
Liebherr Export AG (Construction Equipment)
Market Recovery & Stabilisation · Dealer Optimisation · Regional Growth Strategy
Led regional recovery post-2008 financial crisis. Revamped dealer footprint, embedded KPI-driven performance, and expanded into new frontier markets across the Middle East.
Results: €6M new revenue, 12% YoY regional growth despite capital constraints, flagship wins that restored dealer confidence.
