The short version: I build commercial engines
I've operated as CMO, CCO, Managing Director, and VP across SaaS, travel tech, luxury hospitality, media, telecoms, and education. I work at the C-suite and board level, and I'm most useful to organisations where commercial clarity and execution precision are the difference between good and exceptional.
Professionally
I'm a global commercial and marketing executive with over 20 years of experience building revenue, entering markets, and transforming underperforming businesses across Asia Pacific, the Middle East, and Europe.
My career has spanned some of the most demanding commercial environments in travel technology, SaaS, luxury hospitality, and media. I've managed nine-figure P&Ls, created product categories from scratch, launched businesses in more than a dozen markets, and led the kind of commercial transformations that show up clearly in the numbers.
The track record that matters:
I scaled a travel-tech business in Asia from zero to a nine-figure GBV and a four-digit property count in four years, building the regional supply, the product strategy, and the commercial model simultaneously.
I architected a roaming subscription business, defined the proposition, secured the partnerships, and turned a new roaming subscription category into an eight-figure annualised revenue.
I directed market entry for a travel technology platform across 14 countries in Asia and the Middle East, building local teams, local GTM, and local partnerships that materially moved GBV.
I conceived and launched 3 new hospitality brands, building a UHNW loyalty framework.
I rebuilt the marketing engine of a SaaS business, increasing ARR 40%, reducing CAC 15%, and lifting marketing-attributed revenue to 45% of total ARR.
I transformed a legacy travel media business into a data-driven, omni-channel commercial ecosystem delivering eight-figure revenues.
Personally
I was born and raised in Malta, a small island with a disproportionate belief in the value of doing things properly. I've since lived and worked in nine countries across Europe, Asia, and the Middle East. That journey didn't just fill a passport; it shaped how I think about people, markets, and what makes a genuinely good experience.
The sea has been a constant through all of it. Swimming is where I think clearly, reset properly, and occasionally solve the problems I couldn't crack at a desk. If there's water nearby, I'll find it.
Travel and wine are two other long-standing passions, not as luxury consumption, but as genuine curiosity about place, craft, and the people behind both. I've evaluated some of the world's finest hotels and hospitality experiences over the past decade, which has sharpened my eye for the difference between what looks exceptional and what actually is.
I read widely, business, behavioural psychology, anything that helps me understand people better. And to balance out the serious reading, I've worked my way through every Harlan Coben novel ever written. No apologies.
I approach life and work with the same underlying belief: the best version of anything - a business, a trip, a conversation — comes from genuine curiosity and the discipline to get the details right.