JOEL SINGER / COMMERCIAL LEADER & ADVISOR
Commercial growth.
Clear direction.
Better results.
Senior commercial leader helping companies grow by getting sales, marketing, product and customer experience to work better together.
INTERIM LEADERSHIP / COMMERCIAL ADVISORY / TRANSFORMATION
01 / ABOUT
I help companies get more commercial impact.
I’ve spent my career building growth across sales, marketing, brand, product and customer experience, in global companies such as Nike, Unilever and Marshall, and in senior leadership roles including CEO, CCO, CMO and Sales Director.
That breadth helps me enter a business quickly, understand what is really driving or blocking performance, and connect strategy with execution.
Different industries. Different situations. Same job: make the commercial engine work better.
Experience across global brands, Nordic growth companies and seven industries.
Strategy only matters if it changes what people do.
02 / HOW I HELP
Where I usually make the biggest difference.
Interim Commercial Leadership
Step into a temporary leadership or capability gap, quickly create direction and keep the commercial organisation moving.
CCO / CMO / Commercial Director / Sales Director
Commercial Growth Advisory
Identify what is holding back growth and turn that into clear commercial priorities and actions.
Sales performance / Marketing impact / Customer journey / Organisation / Profitability
Go-to-Market & Transformation
Align sales, marketing, product, proposition and execution around where the biggest commercial opportunities actually are.
GTM / Sales governance / Growth strategy / Commercial transformation / Execution
03 / EXPERIENCE & INDUSTRIES
Different industries. Same commercial question.
What will actually move the business?
SPORT & RETAIL
Nike
Retail, wholesale, key accounts, category, pricing and international markets.
FMCG & CONSUMER
Unilever
Nordic P&L, brand building, marketing strategy, portfolio growth, launches and commercial planning.
CONSUMER ELECTRONICS
Marshall
Global brand, product, go-to-market and international growth
HOSPITALITY & EXPERIENCES
Ellery Beach House Stockholm
Pre-opening, commercial strategy, customer experience and P&L.
RECRUITMENT SERVICES
Wise Group
Sales and marketing transformation, growth and lead generation.
MARKETPLACE & DIGITAL SERVICES
Bokadirekt
Commercial leadership across marketplace growth, sales, marketing and data.
RECYCLING & WASTE TECH
Wayoo
Commercial transformation across sales, marketing, product and customer operations.
04 / RESULTS
What matters is what actually moves the business.
$86M → $180M
Global consumer business growth in three years
+50%
Sales growth through commercial transformation
2×
Lead generation
99%
Occupancy at hotel launch during Covid
120
People recruited and led in a new hospitality business
Different challenges. Same question: what will actually move the business?
05 / SELECTED COMMERCIAL WORK — COMING SOON
The work behind the numbers.
01 / Commercial transformation
Situation → Focus → Impact. A real commercial case will be added here.
02 / Sales performance & governance
Situation → Focus → Impact. A real commercial case will be added here.
06 / HOW I WORK
Understand the problem. Focus the organisation. Make it happen.
01 Understand
Get under the skin of the business, customer and organisation.
02 Focus
Work out what actually matters and cut the noise.
03 Execute
Turn priorities into action, ownership, KPIs and results.
07 / COMMERCIAL GROWTH SESSION
Commercial Growth Session
Bring me a commercial challenge. Let’s spend 60 minutes pulling it apart.
We meet over coffee or digitally. I’ll ask questions, try to understand what is really going on and bring an external senior commercial perspective to the conversation.
We might challenge assumptions, identify things worth looking closer at or simply give you a different way of seeing the problem.
If the conversation leads to something more, great. If not, that is completely fine too.
Book a Commercial Growth Session
60 minutes · Coffee or digital · No obligation
08 / CONTACT
Let’s talk.
Got a commercial challenge, a temporary leadership gap or something that simply isn’t delivering the way it should? Let’s have a conversation.
Let’s talk →
Book a Growth Session
