• United Arab Emirates
About Jo

About me

Commercial Performance Coach, Mentor & Trainer

I bring tremendous experience in coaching and mentoring C-suite, partners, boards and executives across many industries. A passionate and committed advocate of employing sales performance practices in today’s marketplace, I bring a vast knowledge of building and developing sales infrastructures across a range of industries. Having focused on both the B2B and B2C worlds, I drive results and affect transformational change in large, complex and multi-disciplinary environments.

Having spent decades working and coaching at the top of global organisations, I have developed an innate and deep understanding of the pressures, challenges and opportunities that come with sales teams and sales leadership. I work with my clients to develop and shape those skills and behaviours that distinguish successful and impactful sales leaders and teams in today’s complex, dynamic and interconnected working environments.

Clients value my energy, commercial acumen, and strategic focus on sales culture with infrastructure insight. In particular, they appreciate my ability to combine practical views on salespeople, processes and practices that make the big difference within today’s complex global sales marketplace. My English spirit whilst living abroad, and my years of working at the top in sales, blend to make my approach to sales coaching, mentoring and training unique, safe and protected, yet challenging, disciplined, practical and instantly impactful.

Most recent client says ..

“Jo has an engaging and forthright style and combines this with her years of experience to coach members of the team around key development areas; the work she has done has truly made a positive difference to our organisation.”

I know pressure

I have faced the normal business pressures, challenges and time constraints that you have.  I have been in a variety of different corporate environments, I have been the only woman in the room, I have been the youngest in the room and more latterly the oldest.  I get it.


Trust is critical in any working relationship. I assure the utmost commitment to privacy and confidentiality.

Commercial Experience

Business Background and life in the real world…

With more than 30 years of experience, Jo’s early career began with a series of sales roles in both B2B and B2C arenas, leading regional sales teams in the real estate and financial services sectors of the UK. Jo moved on in her career with 10 years in significant blue-chip companies (GE Capital and American Express) where she drove sales and the profitability of sales functions across EMEA.

Jo furthered her experience driving sales and sales performance in a variety of senior global roles including an IT lead generation company, a global travel services company and market leading global financial services providers.

Jo has since led and optimised sales teams in multiple companies, jurisdictions and cultures as an independent consultant building and improving the effectiveness of sales functions.

Drawing on her years of experience and practical application as well as learned tools such as six sigma, Jo has delivered transformational change across many organisations focusing on people, processes, and practices, optimising the sales infrastructures and training and coaching sales and commercial leaders.

My strong view is that you need to change the norm values. A culture of a business embeds norms which may or may not be positive. Businesses often get stuck in a cultural and/or practical rut and it is often beneficial to have an objective outlet to challenge embedded thinking.

For people to adhere to changed expectations or ways of doing things, norm values need to change to allow it.

Final thought ..

“The question is less about ‘can they’ achieve, more ‘will they’…”


Fee Information

Free first introductory 30 minute conversation online for us both to assess whether I am the right coach for you.

Please send me a whatsapp message or email and I will respond as soon as I become free to arrange our first chat. Or alternatively, copy and paste this link into your browser to book directly into my diary: Book an introductory call

Individual coaching – AED 890 / £200 an hour online sessions. Although not necessary, I would recommend pre-booking 4/6 sessions to commit to yourself and your purpose.

Team coaching – prices start at AED 2650 / £600 for 3 hours. Prices vary depending on participant number, duration, and location. Please get in touch to discuss.

Qualifications & Accreditations

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Areas of Expertise
Management Coaching
Performance Coaching

Great news, Jo offers Virtual/Online coaching

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Jo's Articles
In today’s fast-paced business environment, organisations need to be agile and efficient to stay ahead of the competition....
Working remotely as a salesperson is not exactly a new concept but in recent times remote or virtual...
Good sales does not necessarily equal good sales management Being good at sales does not mean you can...

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