THE REALITY CHECK

Where growth breaks down.

The numbers that explain why great fintech products don't always translate into pipeline — and why getting go-to-market (GTM) right from the start is the difference that matters.

25 years making financial products land.

ABOUT

CITI

LEHMAN BROTHERS

BLOOMBERG

THOMSON REUTERS

CLS GROUP

FREEMARKET

TOQIO

TRUSTOLOGY

PLEO

I've spent my career at the intersection of product, sales, and marketing — across FX platforms, cross-border payments, data and analytics, embedded finance and crypto custody, at Bloomberg, Thomson Reuters, Citi, and a number of ambitious startups. What's stayed consistent throughout is the work: translating what a company has built into positioning that lands, strategy that sticks, and pipeline that converts.

In fintech and financial services, pipeline rarely fails because of effort.
It fails when:
– Product isn’t positioned clearly
– Marketing runs campaigns disconnected from sales
– Sales is closing against messaging that doesn’t reflect reality
– Pricing and packaging don’t match the market

I work across those fault lines. I don’t start with campaigns.
I start with diagnosis.

Every engagement begins with a structured review of narrative clarity, ICP definition, offer hierarchy, pricing logic and sales motion.

Growth becomes predictable when those parts operate as one system.

RBS

I work across the pre-sales system — where product narrative, demand strategy and sales execution intersect.

WHAT I DO

Most companies know what they're selling. Fewer know how to make the right buyers stop, pay attention, and move towards a conversation. That's the gap I close — building the value proposition, GTM strategy, and demand engine that gets you in front of the right people and moves them through the funnel.

I work fast, I get the product, and I don't need hand-holding to get started.

01

Value Proposition Development

Translating what you've built into messaging that resonates with buyers. Positioning, narrative, and the 'why you' story that opens doors.

02

GTM Strategy & Planning

Market entry, channel strategy, audience targeting, and the tactical plan that gets your product in front of the right buyers.

03

Demand Generation

Building the top-of-funnel engine: content, campaigns, ABM, digital, and nurture programs that move buyers to conversion.

04

Sales Enablement

Pitch decks, battle cards, case studies, and collateral that equip your team to convert the pipeline I'll help you build.

What good looks like

proof points

Pipeline foundation

Built GTM structures that delivered consistent, qualified pipeline across both early-stage fintechs and established financial institutions.

20–40% improvement in lead-to-opportunity conversion

Marketing build

Built the marketing function from the ground up — defining positioning, GTM structure and execution — delivering 25%+ of annual pipeline within year one.

25%+ of annual pipeline within year one

Acquisition-Ready Growth

Built the positioning, messaging and GTM foundation for a crypto custody business that went on to be acquired by a major European exchange.

Eight figure exit sale

Ready to build something to close?

Let's talk about your GTM challenge.
Free, no pressure, no pitch.