Founder at SDR Labs | Father of 2

I spent six years in the trenches of outbound sales. Not theorizing. Not advising from the sidelines. Actually doing it, building lists, testing subject lines at 2am, watching reply rates climb (or tank), and figuring out what separates campaigns that book meetings from ones that get ignored.

I learned that outbound isn't a tactic. It's a system. And most companies are missing pieces:

They have a CRM but no clean data feeding it.
They're sending emails but can't get past spam filters.
They know their ICP in theory but haven't stress-tested it in real conversations.
They want SDRs to perform but haven't built them repeatable plays.

So I started building complete systems for B2B companies, the full stack from infrastructure to execution.

Here's what that looks like:

First, the foundation: domains, inboxes, deliverability setup, tools (Clay, Apollo, HubSpot), and automations that don't break when you scale.

Then, the targeting: defining your actual ICP based on what converts, not what sounds good in a deck. Building lists that matter. Developing offers that get replies.

Finally, the motion: multi-channel campaigns (email, LinkedIn, calls), SDR playbooks and training, live campaign management, and AI-assisted research and personalization that speeds up what used to take hours.

I don't just hand you a strategy doc and disappear. I build it, run it with you, and optimize it based on what the data tells us.

I work with tech companies, startups, and SMBs that need someone who can actually operate, not someone who'll tell them what they should do and leave them to figure out the how.

If you want a GTM system that books meetings and grows pipeline, let's talk.

Ariel Levin

I killed my Apollo subscription and switched to BetterContact lead finder instead.
Found it easier to use, better coverage, flexible pricing that I can actually understand plus all the techie bells and whistels I need.

The Go To Market, Outbound Guy | Clay | AI Automation

Agile Dimensions Australia Pty

Director and Lead Consultant for a boutique consultancy specialising in Agile Coaching, and Agile Project Management.  Agile Dimensions has worked with many of the major blue-chip clients operating in Perth, WA including companies in Mining, Oil & Gas, Health, Finance, Logistics and Government.

Currently researching the impact of AI on software delivery, team design, and organisation efficiency.

Key Duties/Challenges
•	Leading multi-million dollar project engagements with teams of up to 30 people;
•	Extensive vendor management including tendering and contract management;	
•	Agile Coaching & transformation;
•	Coaching for agility, value and speed of delivery;
•      APAC Transformation Lead for global financial services company.

Key Achievements
•	Successful track record of project delivery in large complex organisations.
•	Agile transformation – Coach, lead and deliver by example, putting Agile Dimensions at the cutting edge of Agile delivery in the Perth marketplace.
•	Successful project delivery for global companies such as BHP, Rio Tinto, Woodside, South32, INPEX and Marsh McLennan.

Consulting Director - Agile Coach / Iteration Manager / Development Lead / AI Explorer

Agile Dimensions UK Ltd

Agile Coaching role for global insurance company.

Consulting Director - Agile Coach

ThoughtWorks

I provided Agile coaching to a development team within Australia’s largest Telco, and undertook a software delivery project manager role for an insurance company.

Key Duties 
•	Agile coaching.
•	Risk, issue and scope management.
•	Stakeholder management and reporting.

Key Achievements
•	Recovered a failing project and restored back to its original baseline schedule.

Lead Project Manager / Iteration Manager

Ajilon (Australia)

My main engagement was with a large near government organisation and was to introduce and promote the use of an Agile delivery framework utilising Scrum to transform a failing project.  This involved creating project estimates for a fixed price contract, defining the delivery framework and its integration with the PRINCE2 methodology in use at the client.  I also provided coaching on the values and benefits of Agile to senior client management and coaching the delivery team on the techniques and approaches of Agile. I was responsible for the day to day project and man management of the software delivery team.  in addition, I prepared and provided training courses around the use of Agile methodologies to other ‘non Agile’ teams in order to promote their use within the client and through Ajilon.
 
Key Duties 
•	Agile coaching and training.
•	Interviewing potential team members.
•	Project estimating.
•	Risk, issue and scope management. 
•	Budget and cost management. 
•	Stakeholder management and reporting.
•	Assisting with defining project testing strategy.
•	Creating Statement of Work documents
•	Management of third party suppliers and dependencies.  

Key Achievements
•	Obtained buy in for an Agile software approach at Executive level management.
•	Created and trained the client in the use of an Agile software delivery framework.
•	Turned around failing project to produce regular business deliverables.
•	Managed delivery of $4m in services for Ajilon

Lead Consultant

Software AG

Primary responsibility was to ensure successful delivery of Software AG software and services into their customer base.  Secondary role was to support the sales function in identifying and winning new business for Software AG.  Finally, my role involved assisting in the definition and continual improvement of the company’s procedures and processes in line with their quality management standards. 

My most significant achievement at Software AG was leading the introduction of Agile practises, specifically for the delivery of a £4m, 3 year programme of work. The success of this programme led to the subsequent adoption of Agile into Software AG (UK)’s standard delivery approach. Furthermore, my team and I drove revenues from this account from £50k p.a in 2006 up to a total of £4.5m by May 2010. 

Key Duties 
•	Agile coaching and training.
•	Shortlisting and interviewing.
•	Risk, issue and scope management. 
•	Budget and cost management.
•	Stakeholder management and reporting.
•	Helped define solution architecture.
•	‘Hands-on’ fixing of security and pen test issues. 
•	Helped define project testing approach. 
•	Contract planning and management.
•	Third party and dependent supplier management.
•	Managed project Quality Assurance, and supported organisation QA compliance with ISO9001.
•	Consultancy support to pre-sales team. 
•	Member of PM management team helping define process improvements.
•	Mentor junior PM’s within Software AG.
 

Key Achievements
•	Consistent success in delivery of £4.5m of services between 2007 and 2010.
•	Introduction of Agile delivery framework with a major client.
•	Key member of PM management team, helping define delivery model, processes and service offerings.

Project Manager

Diagonal Consulting (Morse)

• Project Manager for technology Integration Company. 
• Proven track record of delivering projects on-time, on-budget, and to scope using a PRINCE2 framework.
• Typical portfolio is 5 projects with budgets ranging from £100k to £2m each.
• Experience of working with blue chip companies specialising in telco, recruitment, logistics, banking, insurance, health, dot com start-ups and local & central government. 
• Prominent role in pre-sales, tender and bid management process. 
• Key involvement in defining business requirements, estimating using Monte Carlo simulation techniques, and defining solution architecture.
• Cost control using earned value analysis.
• Apply pragmatic risk and change management and ensure these contribute to successful project outcome.
• Strategic planning and product road-mapping.
• Regularly present at Board and Director level.

Project Manager/Senior Consultant

Imasys (Anite)

• Technical Project Manager/Team Leader for Product Software House specialising in document management systems for local government.
• Typical portfolio of 4 projects with a combined value of £1m.
• Involved in sales and pre-sales support.
• Responsible for a staff group of 5 consultants and developers.
• Staff recruitment and selection.
• Responsible for the implementation of the largest document management system in local government in the UK at that time.
• Hands-on input into system specification, design and implementation.

Technical Project Manager

Simdell

• Pre-sales Consultant and Project Manager for a software house specialising in document management and workflow solutions for the private and public sector.
• Key role in the sales and bid process, project implementation and delivery.
• Implemented a project that was nominated for a ‘Best Document Management System’ award by a specialist UK publication.
• End user training course preparation and delivery in group situations.
• Account Management for all of Simdell’s northern based customers in the UK.
• Development of application solutions using Visual Basic, Staffware, and Formscan.

Consultant/Project Manager

I am a pragmatic Agile Coach and software delivery lead with extensive experience in the software Industry. I am passionate about software delivery and have spent a large proportion of the last decade working as an Agile coach and practitioner. I am a Certified Scrum Master/Professional Scrum Master,  but apply Agile techniques in such a way as to strike a balance between evangelism and business delivery.

With a growing interest in AI, I'm discovering via hands-on learning how transformative this technology can be for teams and organisations.  However, this transformation comes with a price; the impact on the socio-technical landscape of, not only the organisation, but society as a whole.  We want to be at the forefront of helping organisation navigate this shift.

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