I started out in technology recruitment, placing C-level people at Fortune 500 vendors, then co-founded two agencies, one in music and one in video production. When you're the small company in the room, you learn fast that a deal only holds if it's good for the other side too.
That idea has carried through ten years in partnerships. I've worked across five companies, and in three of them the partner programme didn't exist until I built it.
I start with the customer: what they actually need, and which partners are best placed to deliver it. Everything else follows from that, from how partners get paid and trained to how they sell alongside our own team.
Today I lead EMEA partnerships at Uberall. Through PF Labs I also occasionally advise early-stage teams who know they need a channel but haven't built one before.
Outside work you'll find me at Muay Thai or on a tennis court, cooking for people, travelling, or building small things with AI to see what breaks.