Nov 2021 – Apr 2023 · 1 yr 5 mos

• Established and scaled new business development and agency partnership teams across UK, US, Europe, and Asia, driving accelerated client acquisition and market entry.
• Acted as a bridge between technology and marketing stakeholders, translating complex adtech capabilities into compelling commercial propositions that resonated with both CMOs and CTOs.
• Partnered with holding companies and major global brands to embed CitrusAd within their planning cycles, unlocking repeatable revenue streams.
• Drove global sales enablement, creating structures, playbooks, and processes to shorten deal cycles and improve pitch conversion.
• Led comprehensive operational and organizational integration efforts following the acquisition, ensuring seamless transition, system continuity, and alignment of processes across global teams while preserving startup culture and agility.
• Led new business development, agency partnerships, and sales solutioning teams across UK, Europe, SE Asia and ANZ that drove logo and region expansion
• Held direct leadership and P&L influence over all commercial, business operations, and support teams across UK, Europe, SE Asia, and ANZ (80+ FTEs) and global technology, engineering, product, security, and platform teams (100+ FTEs)
• Forged deep strategic partnerships between commercial, product, engineering, and operational functions to break down silos, ensuring cohesive execution against a unified company vision and accelerating time-to-market for new features and markets crucial for revenue delivery.
• Forged deep partnerships with holding companies, third party demand aggregators, and top global brands, directly contributing to doubling ARR year-on-year.
• Scaled global support and service delivery operations to meet the demands of a rapidly expanding, international client base (150+ retailers)
• Assessed and enhanced underlying systems, technology, and infrastructure, ensuring robustness and fitness for purpose for global at-scale operations.

May 2020 – Nov 2021 · 1 yr 6 mos

• Recruited to build and architect the product, technology, engineering, and platform operations infrastructure from the ground up during exponential growth, establishing the technical foundation and operational rigor necessary for hyper-scaling and eventual acquisition.
• Partnered directly with sales leaders to support technical selling, ensuring engineering and product narratives aligned with client marketing and media objectives.
• Designed and presented scalable technology solutions to agency trading desks, marketers, and IT decision-makers, helping secure enterprise-level commitments.
• Recruited and built international business development and sales support functions in the US, UK, and Asia to fuel rapid geographic expansion.
• Positioned CitrusAd as a trusted innovation partner by leading technical discussions during competitive global RFPs.
• Built the global technology and engineering team from scratch, personally recruiting and scaling the organization from 5 initial members to a high-performing global team of over 60 engineers and technical staff across multiple disciplines within 12 months.
• Architected and implemented core scalable systems, operational processes, and governance controls essential for managing intellectual property, platform stability, security, and rapid feature deployment required for hyper-growth and preparing the business structure for IPO or acquisition due diligence.
• Instrumental in scaling CitrusAd's technology platform and operations to support growth from less than 10 clients to over 150 retailers in 30+ countries, directly enabling the revenue growth that solidified its position as a market leader prior to acquisition.

Oct 2019 – May 2020 · 7 mos

Aug 2018 – May 2020 · 1 yr 9 mos · Brisbane, Australia

• Promoted to CDTO, expanding leadership scope to include enterprise data strategy, digital product innovation, and technology operations, supporting the continued aggressive growth, diversification, and operational integration of this large private equity-backed group.
• Integrated technology platforms, data systems, and operational workflows across a rapidly growing portfolio of acquired businesses (Zap Fitness, Go Health Clubs) and newly launched digital ventures (Kubofit, Centr by Chris Hemsworth, Emily Skye Fit, TiffXO), ensuring a cohesive member experience and efficient back-end operations.
• Managed technology and operations during rapid group expansion to over 750 locations and 750,000+ members, ensuring scalable infrastructure, systems, and support models effectively supported significant increases in transaction volume, membership, and complexity across multiple diverse brands.
• Championed data-driven decision making by integrating disparate data sources, enhancing analytics capabilities, and improving reporting for executive leadership and operational teams to drive efficiency and profitability improvements.

Oct 2016 – Aug 2018 · 1 yr 10 mos · Brisbane, Australia

• Hired as the foundational CIO following the divestment from Ardent Leisure Group, solely responsible for building the entire technology and core operational systems infrastructure from scratch for this newly formed, multi-billion dollar private equity-backed health and wellness group.
• Established the foundational technology architecture, core business systems (CRM, ERP, POS, membership management), and operational processes completely from scratch post-divestment. This involved standing up new networks, data centers/cloud infrastructure, security protocols, and business-critical applications within tight deadlines to enable the business to operate independently and deliver its initial revenue plan.
• Built and scaled the entire IT organization from the ground up, personally recruiting, structuring, and leading a team of over 100 professionals across infrastructure, applications, support, and security within two years to support a large, dispersed enterprise.
• Led the technology and operational integration for two major, complex acquisitions (Fitness First, Jetts) immediately following the company's formation, requiring rapid assessment, migration, and consolidation of systems and teams to ensure seamless mergers and continued operational effectiveness across the combined entities.
• Designed, implemented, and led the technology and operational due diligence processes for all subsequent acquisitions (including Zap, Go Health Clubs, Loup), establishing a repeatable framework crucial for enabling the business to execute efficiently on its aggressive private equity-backed acquisition strategy.
• Managed a significant operational budget and technology roadmap aligned with PE objectives for growth, efficiency, and value creation, directly supporting the group's preparation for potential future investment or IPO readiness.

Nov 2015 – Oct 2016 · 11 mos · Brisbane, Australia

• Directed significant digital transformation and operational systems initiatives, focusing on enhancing member experience, driving operational efficiency through technology, and enabling new business models like 24/7 access across 77+ locations and 220,000+ members.
• Led the successful migration of critical physical IT infrastructure to cloud hosting, significantly enhancing scalability, reliability, and reducing operational overhead.
• Oversaw the strategic selection, migration, development, and deployment of key business systems, including a large-scale business operations application deployed onto 350+ tablets, a new CMS platform and website, a new eCommerce platform with online joining capabilities, and an integrated CRM system, directly impacting front-line operations, member acquisition, and sales processes.
• Designed and deployed the secure infrastructure and operational protocols necessary for a new 24/7 operational offering, a major business model innovation that required significant system and process changes across the entire club network.
• Built and recruited internal software, mobile, application development, and application support teams from scratch, establishing in-house capabilities to accelerate innovation and provide dedicated support for critical business applications, reducing reliance on external vendors.
• Implemented a new enterprise-wide data warehouse and analytics reporting engine (Domo) to provide crucial business intelligence, enabling data-driven decision-making to improve operational performance and identify growth opportunities.

Aug 2015 – Nov 2015 · 3 mos · On-site

• Managed and delivered key IT programs and projects supporting the Health Clubs division (Goodlife Health Clubs), focusing on critical systems implementation, upgrades, and infrastructure improvements essential for operational stability and growth.

Sep 2013 – Aug 2015 · 1 yr 11 mos · On-site

• Managed and delivered key IT programs and projects supporting the Health Clubs division (Goodlife Health Clubs), focusing on critical systems implementation, upgrades, and infrastructure improvements essential for operational stability and growth.

May 2011 – Sep 2013 · 2 yrs 4 mos · The Rocks, NSW, Australia · On-site

• Responsible for managing, optimizing, and evolving the core operational systems across a complex, high-volume, multi-brand national restaurant group
• Managed and evolved the diverse suite of operational systems essential for a leading national restaurant group, including POS, inventory management, supply chain logistics, and financial reporting systems across 19 restaurants, a 5,300 sqm production kitchen, and a beverage importation company.
• Played a key role in supporting the operational infrastructure backbone underpinning a rapidly growing, multi-site hospitality business operating within a private equity framework, ensuring system reliability and reporting accuracy.
• Implemented a new enterprise-wide data warehouse and analytics reporting engine to provide crucial business intelligence, enabling data-driven decision-making to improve operational performance and identify growth opportunities.

Sep 2008 – May 2011 · 2 yrs 8 mos

• Managed state-level operations, including sales, customer service, technical support, and project delivery for a leading technology provider specializing in Point of Sale (POS) systems for the hospitality industry. Gained deep, practical expertise in the core transactional systems critical to retail/hospitality operations and customer-facing support.

Jan 2008 – Sep 2008 · 8 mos

• H&L Australia was formed in South Australia by John Hardy and Burt Admiraal based on a real need by the hospitality industry for a fully integrated product that could manage Stock Control and Point of Sale (POS) management.
• When H&L started back in the mid 1980's, electronic point of sale (EPOS) wasn't really a term that had been invented yet.
• The founders didn't set out to create a point of sale system, they had a problem to solve .
• As hospitality professionals they wanted to better control their profits and reduce theft and wastage in the restaurant and bars they were responsible for managing.
• 25 years on and H&L Australia is the leading POS provider to the hospitality industry and is proud employers of professionals from the hotel and hospitality industry.
• The company has offices in each Capital of Australia and also in the Northern Territory, ensuring that the highest level of Customer Service and Support is delivered at all times.

Feb 2007 – Dec 2007 · 10 mos · Castle Hill, New South Wales, Australia · On-site

• Managed day-to-day operational aspects of two large-scale licensed venues, focusing on staff management, customer service standards, stock control, and adherence to operational procedures.

Jan 2002 – Feb 2007 · 5 yrs 1 mo · Castle Hill, NSW, Australia · On-site

• Managed and maintained operational and POS systems within a multi-venue hotel group. Played a role in integrating operational systems and procedures during the group's acquisition by ALH Hotel Group, gaining early experience in system consolidation and change management. Also held responsibilities in venue operations and staff management.