You know AI could help, but where do you start?
There are endless tools and possibilities. I help identify where AI can make a practical difference, without turning it into another expensive technology project.
HUMAN JUDGEMENT · AI EFFICIENCY · MEASURABLE RESULTS
Better decisions.
Better business.
From business uncertainty to clarity, confidence and better results.
I help business owners understand what's working, identify opportunities and use data, technology and AI to improve their businesses.
Free 20-minute introductory conversation · Cape Town, working worldwide
SOUND FAMILIAR?
Pick one. That's where
we start.
You don't need to arrive with a technical brief. Just bring the business problem.
You're spending more on paid media, but not sure it's working.
Meta and Google budgets are growing, but are you acquiring valuable customers? Understand acquisition costs, customer quality, lifetime value and the real return on spend.
Your customer and marketing data isn't telling the whole story.
Paid media, first-party data, CRM platforms and manual exports sit in different places. Bring them together to see which channels, campaigns and customer segments are really working.
Your reporting could be much better.
When existing platforms don't provide the insights you need, external reporting can fill the gaps. Start with the data you can access and build something useful around it.
Your VIP and high-value customer programme has potential that isn't being realised.
Understand customer value, identify the right opportunities, improve relationship management and measure whether your VIP investment is generating a return.
You're acquiring customers, but struggling to retain them.
Understand churn, declining activity and missed opportunities, then focus on the customer journeys and interventions most likely to make a difference.
Start with the data you have. Excel, CSVs, SQL, Power BI, platform exports or a simple manual report. You don't need perfect integrations to get useful insights. Sometimes a two-minute export is all it takes to unlock a much clearer picture.
Have something else in mind?Tell me about it ↗
WHAT I DO
AI consulting, growth strategy and business analytics.
Practical AI implementation, marketing performance and commercial insight to help businesses improve how they operate and grow.
01
AI & OPERATIONAL IMPROVEMENT
Make everyday work easier.
Find practical ways to use AI and automation to save time, improve execution and make better use of the people and systems you already have.
- AI opportunity assessment and implementation
- Automated reporting and workflows
- AI-assisted research and analysis
- Internal knowledge assistants
- Process automation and team enablement
02
GROWTH & CUSTOMER PERFORMANCE
Find and keep better customers.
Understand what drives growth, improve marketing returns and get more value from customer relationships.
- Paid media performance and budget allocation
- Customer lifetime value and segmentation
- Acquisition economics and marketing return
- CRM, lifecycle and retention strategy
- VIP and high-value customer performance
03
COMMERCIAL INTELLIGENCE
Understand your numbers.
Connect the information you already have and make decisions with a clearer understanding of business performance.
- Management reporting and executive dashboards
- Profitability and unit economics
- Pricing and margin analysis
- Financial forecasting and scenario modelling
- Business performance measurement
I work with your existing data and tools — from Excel, CSVs and SQL to Power BI, Meta Ads, Google Ads, Optimove, Insider One and other business systems. Where practical, we start with exports and existing reports rather than waiting for lengthy integrations.
The objective isn't to introduce technology for its own sake. It's to find the simplest solution that makes a meaningful difference.
WHO I HELP
Different stages.
Different challenges.
The right support depends on where your business is today. The common thread is making your resources work harder.
STARTING UP
You need experience, but aren't ready to hire full-time.
Get access to commercial, marketing and analytical expertise without the cost of a permanent senior appointment. I'll work within your budget to identify the biggest opportunities, tackle the lowest-hanging fruit and put the right foundations in place.
Make limited resources go further.SCALING UP
You've secured funding. Now you need to turn growth into profitability.
Understand the numbers, identify the levers that matter, prioritise investment and build a practical route towards profitability. Where more funding is needed, develop the commercial case and evidence to support your next capital raise.
Build a business worth investing in.ESTABLISHED BUSINESSES
You have opportunities. Which ones are worth pursuing?
Evaluate competing initiatives, challenge assumptions and understand expected returns. Give decision-makers and shareholders clear options on where investment can create the greatest value.
Put capital where it creates the most value.INDUSTRIES & BUSINESSES
Experience that travels
across industries.
Commercial and analytical principles apply across sectors. The examples below reflect the types of businesses where I believe that experience can add value.
Based in Cape Town, South Africa. Working worldwide.
HOW WE WORK
One problem at a time.
Measured before and after.
A straightforward process, with clear expectations from the start.
Understand the problem
We discuss the business, identify the challenge and establish what matters.
Quantify the opportunity
Understand what the problem costs in time, money or performance. Establish a baseline.
Find the right solution
Agree on the approach, scope, deliverables and price. Use the simplest appropriate tools.
Build and deliver
Implement the solution, test it in practice and measure the improvement.
Hand it over
Document the work, explain how it operates and agree any ongoing support.
WAYS TO WORK TOGETHER
Start with what matters.
Build from there.
Focused diagnostic
Understand where time and money are being lost, identify opportunities and prioritise what to improve.
Implementation project
Build and implement a specific commercial, analytical or automation solution.
Ongoing advisory
Provide continuing commercial insight, performance oversight and strategic support.
Larger programmes
Lead broader commercial, data or AI improvement initiatives, bringing in specialist expertise where needed.
Every engagement is scoped and agreed upfront. International clients can be quoted in USD or EUR.
WHAT YOU CAN COUNT ON
Clear expectations.
No unnecessary complexity.
Good business improvements shouldn't take months to get started or require you to commit a year's budget before you see value. Start with the problem, use what you already have and build from there.
✓
No unnecessary integrations.
Start with existing systems and available data wherever practical. Don't let a perfect technical setup delay useful insight.
✓
No long-term commitment just to get started.
Focused projects, clear deliverables and fees agreed upfront. Ongoing support only where it genuinely makes sense.
✓
No expensive retainer by default.
Pay for defined work and meaningful progress, not overhead for its own sake.
✓
A deliberately small client group.
I take on a limited number of clients at a time so I can give each the attention, care and extra effort they deserve.
✓
You deal directly with me.
A personal relationship from first conversation through to delivery and handover.
✓
Accountability beyond the checklist.
I'll challenge assumptions, look for further opportunities and stay focused on the outcome, not just completing a scope.
I don't want to be another monthly expense. I want to be an investment that makes your business better.
ABOUT
A bookmaker's edge.
An investor's long-term view.
Commercial experience. A practical, personal approach.
My career began in the bookmaking industry, where I developed a strong understanding of probability, margins, risk and customer behaviour. I later applied those disciplines across marketing, finance, analytics and business strategy.
Investing adds another dimension: looking beyond immediate results, understanding value and making decisions that compound over time.
Today, I bring these perspectives together to help businesses understand performance, allocate resources and make better decisions.
BCom Economics · CFA Program — all three levels passed first attempt · Commercial leadership across Sun International (Sunbet), Interbet and SportPesa
You work directly with me. Where specialist expertise is needed, I bring in the right people and remain accountable for the work.
Away from work, I enjoy spending time with family and friends, practising Tai Chi, walking our dogs, and making time for sport, good food and music. I value balance, curiosity and the relationships that make life interesting.
2004Commercial roots
15+ yearsProfessional industry experience
CFAAll three levels passed first attempt
STRAIGHT ANSWERS
Good questions.
Clear answers.
Do I need to understand AI?
No. You need to understand your business and the problem you want to solve. I'll help determine whether AI is the right answer or whether a simpler solution will do.
What does it cost?
It depends on the problem and scope. We agree a clear price before any work begins. You can start with a focused project; there is no need to sign a long-term retainer to get started.
Do I need integrations or perfect data?
No. I am happy to start with spreadsheets, exports and manual reports where they provide the information we need. The aim is to get useful insight quickly, then improve the data process if and when it is worthwhile.
Will I own what you build?
Ownership, documentation, handover and ongoing support arrangements are agreed upfront. The intention is to give you a solution you can use without unnecessary dependency.
Do you only work in sportsbook and iGaming?
No. Sportsbook and iGaming is where I developed much of my commercial experience. The same analytical and operational principles apply to finance teams, owner-led businesses and growing companies across different industries.
Can you work internationally?
Yes. I'm based in South Africa and open to working with clients internationally. Projects can be scoped and quoted in USD or EUR.
LET'S TALK
What could be working
better in your business?
Bring me one problem that's costing you time, money or opportunity. We'll discuss it, work out whether there's a better way and decide if it makes sense to take things further.
Chat on WhatsAppFree 20-minute introductory conversation
Prefer to call? +27 82 331 1979