Capel Group

We've set out to build a new type of global agency network with a focus on unlocking the value and potential of independent agencies.

I'm most excited about the mutual ownership model that we believe aligns incentives, leaves agencies founders to keep doing what they do best and opens up a new growth engine that unlocks the potential of their talent.

Chief Operations Officer

Butter - A Shopify Partner Agency

Working with e-commerce merchants across APAC / Hong Kong on their Shopify Plus strategy. 

Butter has been recognised as a Shopify Plus level partner - giving us access to the best of Shopify in the region, as well as a nice reward for the team to be recognised for their expertise on the platform.

Our expertise lies in:
- Migrating e-commerce merchants to the Shopify Plus platform.
- Geo-expansion of Shopify Plus stores to new markets, complete with localisation.
- Optimisation of Shopify stores with best in class UI/UX and Shopify web development.

Founder

NYU Stern School of Business

Spring Exchange Semester at NYU Stern studying full time. Subjects include: Valuation, Entrepreneurial Finance, Managing Growing Companies and Brand Strategy.

MBA Candidate (Full Time - Exchange)

OMD APAC

- APAC Lead for Nissan Motor Co.
- APAC Lead for Hasbro, Inc. 
- Key member of OMD's regional pitch team.

OMD is part of the Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries.

Regional Business Director - APAC

The Economist

Asia's Acquisition Team lead, with P&L responsibilities. 

Tasked with developing regional digital innovation strategies and pilot digital programs for China and the region.

APAC Digital Marketing Lead

UM Worldwide

Global Digital Media lead for the Cathay Pacific Central Team.

Cathay Pacific Airways (HKG:0293):  Cathay Pacific, Dragonair (now Cathay Dragon), Asia Miles plus Cathay Pacific & Dragonair Holidays.

Global Digital Media Director

Responsible for digital strategy and execution across the Melbourne office. 

Main Clients: 
- Coles Group (ASX:WES): Coles Supermarkets, Coles Online, Coles Insurance, FlyBuys, Liquorland, Vintage Cellars and Coles Group & Myer Gift Cards. 
- Origin Energy (ASX:ORG)
- L'Oreal Group (EPA:OR): L'Oreal Paris, Garnier & Maybelline New York

Digital Strategist 

Agency Managing Partner | Client Leadership, Digital Experience, E-Commerce | I help large brands implement complex digital projects & platforms

With over 15 years of senior leadership experience in both global and independent agencies, I’ve developed a unique skill set that combines paid media expertise, technology implementation, plus strategic business and client leadership. 

I have worked at a regional level across APAC, managing complex businesses and navigating the needs of diverse stakeholders, including C-suite executives and multinational brands.

My experience spans the entire digital ecosystem, from leading large-scale, integrated media campaigns to overseeing the end-to-end implementation of sophisticated digital commerce platforms. 

I have:
- Managed $50M+ in media budgets, optimizing performance marketing strategies to drive growth across APAC
- Led cross-functional teams to deliver large-scale digital commerce solutions, integrating platforms like Shopify and Magento
- Collaborated with senior stakeholders, including C-suite executives, to align media and digital strategies with business objectives
- Delivered measurable results for multinational brands like Cathay Pacific, Nissan Motor Co., and Hasbro, managing complex, multi-market media operations

This combination of senior-level stakeholder management, hands-on platform integration, and deep expertise in digital marketing allows me to drive growth and innovation for large, complex organizations across the APAC region.

"Working with Michael and team was a game-changer for our digital project - providing a quality product that has driven our business to new levels.”  Sam Cooper, CEO - CCW Global

"Michael is vested in our success and his team's cutting edge approach allowed us to unlock our customer acquisition." - Oliver Rust, Head of Product - Truflation

I have worked with leading brands at a senior stakeholder level, including Nissan, Apple, Cathay Pacific, Carlsberg, Estee Lauder Companies, Hasbro, FedEx, MetLife, Tai Ping Carpets, and more.

Michael Ashton

Mathew D'adesky

Sales Compass Consulting

Sales Compass Consulting empowers emerging brands with optimized training, systems, and revenue growth through our Fractional Sales Leadership.

Founder and Fractional VP of Sales

Exclusive Yachts

Global Head of Sales

SeaDream Yacht Club

Sales Director - Southeast 

ShopTrade | Shopify Plus Agency

Brightline Trains

Director Of Corporate Sales

Stagewood Consortium, Inc

Director of Sales

Bevi

•	Demonstrated expertise in business development, regional sales, team leadership, and customer experience, generating added revenue and clientele.
•	Employed control and authorization over all aspects of sales, partner relations, and customer service throughout Florida.
•	Lead the United States and Canada sales team at Bevi in inbound lead conversion at 68.7%. 
•	Designed and developed customized B2B sales sequences utilizing Apollo for the purpose of targeting over 5,750 C-level executives.
•	Achieved the ranking of 1st overall on the East Coast team for partner visits and in-person client meetings during Q1 of 2020.

Territory Sales Manager

Victory Cruise Lines

•	Augmented company trade business by more than 158% while serving as liaison for both North America and international sales.
•	Originated, designed, and launched the Victory partner resource center which provided sales, group, and marketing education for over 18,000 travel agents.
•	Headed the group’s department which realized a growth in group business by 87% from 2017 to 2018.
•	Participated in various trade shows in order to professionally represent VCL while increasing brand awareness within the travel agency community.
•	Delivered informative cruising presentations to both Consumer and Travel Agents selling VCL. 
•	Organized and conducted familiarization cruises for Travel Agents in order to train them on VCL principles.
•	Operated as primary contributor to the decision-making process regarding future strategies for the overall company and the sales area.

Business Development Manager - Domestic & International Sales

Royal Caribbean Cruises Ltd.

•	Achieved measurable success in sustaining $91M in revenue from 2016 to 2017 while optimizing resources such as Salesforce, Hyperion reporting, and marketing outreach.
•	Guided and led the RCL business development team with accountability for an average of 34.71 tactical calls per week in 2016, which ranked #1 on a national level.
•	Expanded KHM’s growth substantially from a $5M account to a $7M account within one year through revenue management collaboration, marketing strategy implementation, and local representation for pinnacle agents.

Business Development Specialist

•	Achieved a Celebrity Cruises record with $1.48 million in revenue for the month of January 2016.
•	Reviewed and analyzed KPIs of CruiseCare, ChoiceAir, and Veranda in order to enhance staff training and improve overall performance and product knowledge.
•	Spearheaded the entire CVP department of more than 95 agents while reaching revenue metrics on three occasions during 2015 and 2016.
•	Prospected, evaluated, and targeted Europe for a conversion rate of 33.7%, which was the greatest in the inbound department.

Celebrity Inbound Agent

Burger King Corporation

•	Educated, supervised, and coached a specialized team of over 80 employees across several locations throughout the South Florida district.
•	Contributed extensively to the achievement of the highest operations performance index in the South Florida region.
•	Trained more than five managers ranging from shift coordinators, assistant managers, and general managers, to efficiently perform job functions and develop operational skills.
•	Delivered in-depth daily and weekly management reports concerning inventory, operations, maintenance, and performance.
•	Boosted sales throughout the district, ultimately increasing revenue 37% by implementing and advancing the cashier incentive program.

Sales Management Trainee

A record-breaking sales executive with over a decade of sales leadership experience ranging from travel and hospitality industries to tech startups. I've worked with enterprise companies such as BKC & RCL and Series A companies as the very first sales hire- building everything from scratch. 

As the Founder of Sales Compass Consulting, I'm currently accepting applications to work with emerging brands as your Fractional VP of Sales.

⇻ Executive leader in Travel, Tech, & Hospitality.  
⇻ 7x Global sales record breaker with enterprise and half a dozen start-up companies 
⇻ $3.7M raised in Series A funding, $1.48M sold / 1 month, $900K+ contracts won, $521K sold / 7 days.
⇻ Consistent $5M+ annual quotas achieved & exceeded with C-Suite sales targeting B2B & B2C 
⇻ Master's & undergrad degrees at FIU - Miami local "Panther Pride"
⇻ Lover of travel, food, health, fitness, music, adventure, & culture

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The Battle

Michael Ashton

Mathew D'adesky

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