Board-engaged scale-up and strategy · 850+ vehicle travel-tech business · Sri Lanka and Cambodia
Built the systems leaders used to run a growing business.
- Paid marketing spend identified as wasteEliminated. Bookings held.
- 90%
- Nine-month scale-up and strategy engagement
- Extended twice
The business had expanded across two countries, but its reporting and operating systems had not kept pace. Over nine months, I worked alongside the Global GM and department leaders to build shared KPIs, dashboards, workflows, and management routines. The team used them to review performance, agree priorities, and resolve problems.
One investigation began with weak booking growth. I examined the sales process, then worked back to paid traffic: marketing spend had increased, but bookings had not. I tested the relationship five ways, including whether bookings followed traffic after a delay, and asked leadership and the marketing team to challenge the diagnosis. The Board accepted my recommendation to eliminate the unproductive spend. Bookings held after paid spend fell 90%.



