A bit about me.
I am a product and technology leader with 18+ years of expertise in eCommerce, logistics, SaaS platforms and digital twins for global B2B and B2C businesses. Over 12 years at Amazon and Maersk, I owned complex, cross-functional problems end to end, delivering $1B+ in revenue uplift.
I launch and scale products that use AI to orchestrate the flow of information, data, physical goods and finance, and deliver tangible benefits: pricing that quotes instantly, cargo routing that gives customers more choice, and search that understands and answers what people ask. I pair these products with omnichannel experiences that customers and users find intuitive and seamless.
From the inside, businesses grow in pieces. From the outside, customers expect them to act as one. Closing that gap is the work I care about the most. It sits between teams, where most of the value lies and no one owns it. I own it, breaking down silos and bringing commercial, operations and technology teams together around key customer and business outcomes. At Amazon Books, a $25B+ business with 60M+ customers, that meant uniting previously fragmented teams behind a single roadmap. At Maersk, a $40B+ business, it meant replacing manual, offline workflows with AI-powered self-service on shared digital platforms used across 100+ countries.
Adoption is the first test of any product. The P&L is the final one. I take products to that finish line, chairing executive forums on where to invest, what to build, buy or partner on, and leading multicultural teams that grow their own leaders.
How I think and work
Six principles from 18+ years of building and scaling products at Amazon, Maersk and Honeywell.
- ThinkConnect the dots
Everything in a business is connected, so I optimise for the whole. A team's win that costs the company is not a win.
- LeadCollaboration & co-creation
I bring the people who will live with a decision into shaping it. It costs a few weeks up front and saves a year of quiet resistance.
- DeliverForest & the trees
I stay in the detail, because leaders who only see the big picture miss what is breaking. Stepping back is a weekly habit, to check the work still adds up.
- ThinkWhat good looks like
I start by describing what good looks like at the end, then work backwards to the strategy and the plan.
- LeadNarratives & storytelling
People follow when they understand the why, the what and the so what. Frame the vision and strategy as a story stakeholders can relate to.
- DeliverFloors & steps
Large programmes fail when value only arrives at the end. I plan them as floors that each stand on their own, built in short steps someone can check.
- ThinkOne constraint at a time
A goal without a constraint is a wish. Effort spent anywhere else changes nothing until the real bottleneck moves, so that is where my time goes first.
- LeadLean decisions
Keep decision-making lean and flat: fewer hand-offs, clearer accountability and faster learning.
- DeliverDepth over breadth
When everything is a priority, nothing gets finished. I cut the list hard and stop new work starting until what is already underway is done.
- ThinkFeedback built in
Anything we build needs a way to tell us what happened next. Without that, the organisation keeps paying for the same mistake and calls it experience.
- LeadCraft & culture
Quality over quantity. Curiosity over judgement. Psychological safety over authority and control.
- DeliverLaunch, experiment & iterate
Something small in customers' hands next month beats a complete plan next year. I start narrow, prove it works, then scale what the evidence supports.
- ThinkBest of both
Most choices are not either/or. Central or local, standard or tailored: I look for the mix that keeps the strengths of each end and drops the weaknesses.
- LeadOne size doesn't fit all
I tailor the team, the process and my own style to the context. One playbook for every market is how good products fail abroad.
- DeliverMetrics that prove fit
I agree how we will measure success before work starts, so everyone knows what 'it worked' means and decisions stop waiting for me.
- ThinkBuild once, use everywhere
One shared platform that tens of teams reuse is worth more than tens of teams each building their own, so that is what I fund first.
- LeadTrade-offs & options
Laying out trade-offs and clear options cuts through ambiguity, builds clarity and speeds up decisions. Two or three real options, each with what it costs, get a faster and better answer.
- DeliverPlans & prioritisation
The big commitments go into the plan before anything else, because small tasks always expand to fill the space. Stones first and then sand; not the other way round.
Connected dots
The thread that runs through my work: products, platforms and people, connected to results the business can measure.
- AI-powered journeys and capabilities
AI that answers customer questions and search that understands what people mean, taken from first idea to global launch.
- 0-to-1 technology products & SaaS platforms
New platforms built from scratch that move manual, offline work online, from customer onboarding in 100+ countries to AI-powered pricing.
- Supply chain & logistics
Digital journeys joined to the operations behind them, for goods moving by air, sea and land.
- eCommerce at scale
Search, discovery and subscription growth for tens of millions of customers worldwide.
- Enterprise leadership and collaboration
A clear long-term goal, roadmaps built on evidence, and teams that work across functions from first idea to scale.