Commercial Strategy Advisor | Series A-C & Corporate Innovation

Clarity and focused execution for your next scaling phase.

I am an advisor and fractional commercial leader helping scale-up founders and commercial teams navigate major commercial transitions. I help teams identify the underlying strategic priorities, make sharper decisions and align around focused execution.

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Trusted by founders and commercial leaders at startups and global brands

About Felix

A commercial decision partner. A peer to founders and CEOs.

I partner with Series A-C founders and corporate innovation teams when scaling the business requires much sharper strategic decisions and highly synchronised experimentation cycles.

I help companies clarify their strongest positioning, market focus, commercial model and distribution channels. My approach is based on 15+ years of commercial judgment. I quickly cut through confusion to get to immediate priorities, and make strategy actionable through aligning teams.

My role is often to bring perspective when the team is deep in the weeds. I help founders and teams step back, see the real constraints, and help teams realise their biggest opportunities.

Just as importantly, I help teams decide what to stop doing. Growth often stalls not because there are too few ideas, but because there are too many priorities and not enough scale to get reliable insights.

I have worked with 50+ companies and lived in three countries. I grew up in my family's hotel, which explains my fascination with entrepreneurship and growing profitably.

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Challenges I help with

When you need more clarity and effectiveness.

If any of these sound familiar, we should talk.

Post-funding, scaling needs sharper strategic decisions and a more effective execution system.
Entering new markets or launching new products increases the stakes.
Growth is stalling even though the team is busy.
Strategic commercial decisions still depend too heavily on the founder.

How I work

Three ways to work together.

The best starting point depends if you need to understand your challenge in more detail, answer an existing strategic question, or strengthen strategic decision-making over time.

Commercial Strategy Diagnostic

Understand what is driving your biggest commercial challenge and what needs to be done next.

We answer

What's driving the commercial challenge?
Which decisions need to be made?
Do we need better evidence, a clearer strategy or better execution?

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Commercial Strategy Sprint

Answer a major strategic question and create an actionable plan to implement it.

What we do

Frame your strategic decision and its implications
Gather the right amount of evidence for the stakes involved
Take a confident decision and align your team around it

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Commercial Strategy Partnership

Ongoing senior support for sharper commercial decisions, clearer prioritisation and leadership alignment.

What we do

Set strategic priorities and experimentation plans
Keep team and stakeholders aligned
Avoid decision backlog

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If you think I could help, fill in the short form below.

I work best with Series A-C startups and corporate innovation that have traction, a team, and meaningful commercial decisions ahead of them. I will review your details personally and, if it looks like a good fit, I'll be in touch to arrange a short call.