Strategic Board Advisor, NED & Trustee

Growth.
Delivered.

25+ years building and scaling commercial operations across Telecoms, Technology, Retail and Fintech. Helping ambitious businesses accelerate growth, sharpen strategy and strengthen leadership.

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25+ Years Experience
C-Suite & NED Track Record
P&Ls up to £1bn+
UK & International
Board Trustee
About

Commercial Leadership.
Tangible Results.

I'm Martin Bould — a passionate and customer obsessed leader with a career built in leading brands such as Vodafone, O2 and Salesforce.

As a commercial executive I've led teams and P&Ls from £50m to over £1bn, driven digital transformations, launched market-defining products and built high-performing commercial functions from the ground up.

Today I work with founders, leadership teams and boards as a Strategic Advisor and Go-to-Market Consultant — helping small to medium-sized businesses build the commercial engines they need to grow with confidence and clarity. I'm also a Trustee for Switch The Play Foundation, where I support fundraising and the development of corporate partnerships.

I bring energy, candour and a relentless focus on results. I connect people, open doors and get things done.

25+
Years of C-Suite & Executive Leadership
£1bn+
Revenue P&Ls Managed at Scale
4
CEO & CCO/CRO Appointments
3
Active Advisory & Board Roles
What I Do

How I Work
With You

Whether you need a trusted board voice, an experienced pair of hands on your go-to-market, or a senior commercial leader to help navigate a critical phase — I bring clarity, credibility and commercial rigour.

Go-to-Market Strategy

Commercial strategy that connects product to revenue. I help leadership teams design and execute compelling GTM plans — covering sales channels, pricing, positioning and customer acquisition — built for sustainable growth.

Sales Strategy Channel Development Pricing

Commercial Consulting

Hands-on support across Sales, Marketing and Customer Success. From building sales teams and processes, to defining CRM strategy, performance management and customer lifecycle programmes that drive retention and revenue.

Sales Leadership Marketing CRM & Retention

Board Advisory

A trusted, independent voice at board level. I provide strategic counsel to founders and executive teams on growth, transformation and commercial direction — offering challenge, perspective and accountability that sharpens decision-making.

Strategic Counsel Growth Strategy Governance

Non-Executive Director

Experienced NED and Trustee across multiple sectors. I bring broad commercial experience, sector depth and strong networks to boardrooms — complementing executive teams with independent thinking and strategic oversight.

NED Trustee Governance

Interim Leadership

When you need senior commercial firepower quickly. Whether bridging a leadership gap, leading a new market entry or driving a time-critical commercial initiative, I embed as an experienced, results-focused leader.

Interim CCO/CRO Market Entry Transformation

Investment & Growth

Supporting businesses seeking growth capital or strategic partnerships. I bring credibility, commercial narrative and an extensive network to help you structure your investment story and access the right conversations.

Growth Capital Partnerships Networks
Areas of Expertise

Where I
Add Most Value

Deep sector knowledge built over a career working at the highest levels across four industries.

Telecoms

Consumer and business telecoms, MVNO/MNO, broadband, mobile, ICT services. Vodafone, O2, Digicel, C3 Pure Fibre, Neatley.

Technology & SaaS

Enterprise SaaS, CRM transformation, digital commerce and B2B technology sales. Salesforce, BPO and fintech experience.

Retail

Consumer marketing, e-commerce, pricing strategy and omnichannel retail. Experience with national retail accounts, catalogue and online.

Sport

Sports business advisory, athlete transition, commercial partnerships and governance. Board Trustee at Switch The Play Foundation.

I connect people, bring energy and drive — and I get things done.

Martin Bould — Strategic Advisor, NED & Trustee

Brands & Organisations

Built With the
Best

A career spent working with and for some of the most recognised brands in Telecoms, Technology, Retail and Sport.

Vodafone Vodafone
O2 / Telefónica O2 / Telefónica
Salesforce Salesforce
FirstGroup FirstGroup
Digicel Digicel
Unilever Unilever
Paddy Power Paddy Power
Switch The Play Switch The Play
TalkTalk TalkTalk
British Gas British Gas
Intelling BPO / Technology
Neatley Broadband / ISP
Fortuna Entertainment Group Gaming / Sport
Southern Water Utilities
AO AO Retail
Case Studies

Client Work &
Case Studies

A selection of the organisations I have worked with and the advisory, consulting and board contributions I have made.

  • Board Trustee · Sport Charity

    Switch The Play Foundation

    Switch The Play is the UK's only registered charity dedicated to supporting all sportspeople in transitioning successfully into life outside of sport. As Board Trustee, I provide strategic oversight, governance and support to the CEO on fundraising strategy, commercial partnerships and marketing & communications — helping the Foundation scale its impact across elite sport.

    Board Trustee Fundraising Strategy Partnerships Sport
  • Board Advisory · Technology / Retail

    AO Mobile

    AO — the UK's leading online electrical retailer — developed AO Mobile, a consumer MVNO proposition to extend its customer relationship into mobile connectivity. As Board Advisor, I provided strategic guidance on the commercial model, go-to-market approach and the operational framework needed to launch and grow an MVNO, drawing on deep experience across O2, Vodafone and Digicel.

    Board Advisory MVNO Strategy GTM Telecoms
  • Co-Founder · Entrepreneur Mentoring / Fintech

    Little Birdie Holdings

    Little Birdie is the UK's leading subscription and recurring payments management platform — helping consumers see, manage and optimise all their subscriptions in one place. As Co-Founder, I helped build the commercial strategy, shape the go-to-market, support fundraising activity and provide the commercial and operational expertise to take the business from concept to launched product.

    Co-Founder Fintech / Subscription Mentoring Fundraising
  • Strategic Consultant · Gaming / Sport

    Paddy Power

    Engaged as a Strategic Marketing Consultant to Paddy Power, one of Europe's best-known sports betting brands. Focused on customer acquisition strategy, commercial marketing effectiveness and channel performance — bringing an operator's rigour to the challenge of acquiring and retaining customers at scale in a highly competitive market.

    Marketing Consulting Customer Acquisition Commercial Strategy Gaming
Testimonials

What People
Say

Independent perspectives from colleagues, clients and board members who have worked with Martin.

Martin and I worked together during my time as CEO at O2 where he was a member of the Marketing senior leadership team. During that time Martin and his team delivered innovative and award winning propositions like O2 Recycle, Refresh and the consumer launch of 4G. Martin has a unique blend of commercial, customer and operational acumen. It's no surprise to see him take CEO positions delivering customer led, customer centric outcomes that would be valuable to any brand and customer led business. More recently that end to end operational experience blended with deep customer insight has led him to become a start up entrepreneur.

Ronan Dunne
Chairman & Strategic Advisor · Former CEO Verizon & O2 · Chair, Six Nations Rugby

Martin has done some work for me at Paddy Power incl. a review of our customer proposition and go to market strategy. He demonstrated a deep understanding of the customer insight, the market and the commercial challenges we need to address. Very happy with the support and proposals put forward and I would have no hesitation recommending Martin to any business looking for support with commercial/customer strategy or commercial leadership.

Victor Corcoran
Accomplished Senior Executive · Former Client, Paddy Power

Martin is a brilliant all-rounder. Logical in argument; knows how to make money and can drive the business forward with first class story telling. Martin is able to turn his hand to any area of Business as shown by his successful move as CEO of Digicel in the Caymans. He has an eye for detail as well as an ability to turn that into direction setting and vision.

Jonathan Earle
SVP, Sportradar AG · P&L | CMO | CCO

Verbatim LinkedIn recommendations. View all references at linkedin.com/in/mbould

Track Record - Career History

Built at the
Highest Level

A career spent in the commercial engine room of major organisations — leading through growth, transformation and change.

Organisations I've led at

Vodafone O2 / Telefónica Salesforce FirstGroup
Digicel Intelling Neatley Switch The Play
FEG (Fortuna) C3 Pure Fibre
2025 — Present
Intelling Ltd

Chief Revenue Officer

Responsible for all sales, marketing and new business development. Clients include BTEE, TalkTalk, Staysure, Southern Water and British Gas.

2024 — Present
Neatley

Strategic Advisor — Commercial & Go-to-Market

Working with leadership and shareholders to build strategic growth plan, source investment and develop key technology and hardware/software partnerships for UK Broadband ISP.

2024 — Present
Switch The Play Foundation

Board Trustee

Strategic and governance oversight, supporting the CEO with fundraising, partnership strategy and marketing/comms for the athlete transition charity.

2022 — 2025
Intelling Ltd

Non-Executive Chairman

Board leadership for one of the UK's leading BPO providers, delivering outsourced sales, service, data management and comparison services for major brands.

2021 — 2022
Salesforce

RVP, Customer Success — Consumer Goods

Managed Unilever relationship (one of largest in EMEA). Led digital transformation consulting, client satisfaction, contract value growth and renewal strategy.

2019 — 2020
FirstGroup plc

Chief Commercial Officer

Executive Committee member. Responsible for £800m revenue, customer experience, commercial strategy, marketing and PR. Delivered #1 ranked ticketing app in the iOS App Store via digital transformation.

2014 — 2017
Digicel Group

Chief Executive Officer — Cayman Islands

Led Cayman Islands operations of the Caribbean's fastest-growing mobile operator. Transformed from voice-centric to data and entertainment provider. Delivered industry-leading customer and employee NPS.

2011 — 2014
O2 / Telefónica UK

Commercial Marketing Director

Full P&L accountability for O2 UK consumer division (multi-£bn revenue, ~17m customers). Led consumer 4G launch and the award-winning "O2 Refresh" tariff innovation.

1999 — 2007
Vodafone

National Sales Manager → Sales Strategy & Planning

Eight years at Vodafone across National Account Management, Merchandising, National Sales, and Sales Strategy. Grew online and telesales channel mix; key account responsibility for Argos, Dixons and Shop Direct.

Education & Credentials

Rigour & Substance

Undergraduate Degree
BA (Hons) — Liverpool John Moores University
Business
Certification
Salesforce — Ranger Status (Trailhead)
Advanced CRM & platform expertise
Certification
Google — Generative AI Fundamentals
AI & machine learning literacy
Certification
Google / OU — Digital Marketing Fundamentals
Digital channels & performance marketing
Board Experience
NED, Advisor & Trustee Roles
Intelling · Switch The Play · FEG · Neatley AO
Get in Touch

Let's Work
Together

Whether you're exploring a board advisory relationship, a consulting engagement or an interim leadership role — I'd welcome the conversation.

I work with founders, CEOs and leadership teams who are serious about growth and want an experienced commercial leader in their corner.

martin@mjb-consult.co.uk linkedin.com/in/mbould
Cobham, Surrey — UK & International

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