From artist booker to commercial strategist.

It all started with a phone and a list of names. As an artist booker in the music industry I learned what selling really means: cold calling, hearing no and keeping going. Every day. That's where I developed a feel for what wins people over and what turns them away.

From that world I started working more and more for other founders and businesses. At first mainly on sales: calling, pitching, closing. But I quickly noticed that the root cause of bad sales often sits earlier. An offer that isn't sharp enough, positioning that's too vague or a funnel that leaks halfway through. So I started diving into that too.

By now I've co-built the commercial side of over fifty businesses. Freelancers looking for their first clients. Agencies that grew from three to thirty people. Founders who couldn't get their story straight. And occasionally a multinational like Heineken or Adidas where the dynamics are completely different. Every founder is different, but the common thread is always the same: there's more in it than what's coming out.

That's where I love to jump in. The moment a founder feels it can be better but can't see exactly where. Then I get in, look honestly and work together until the commercial picture clicks. No arm's length advice, but rolling up sleeves until it stands.