Transformation for businesses that cannot afford delay.
James Coughlan
Board-Level Commercial & Transformation Leader
I help CEOs, CFOs and investors regain control of commercial performance, marketing and digital execution when growth has stalled, teams are disconnected, or the business cannot wait for its next permanent leader.
I bring clarity, pace and commercial traction quickly - while setting the business and future hire up for success.
Most businesses do not stall because of one single problem. Growth breaks down when strategy, commercial focus, execution and accountability stop working together.
This is where I help CEOs, CFOs and leadership teams diagnose the real commercial friction, align sales, marketing and digital execution, and rebuild momentum around revenue, margin and EBITDA performance.
Experienced enough for the boardroom. Practical enough for the work.
I’m a board-level commercial leader with a track record of turning marketing, digital and commercial functions into stronger revenue and EBITDA drivers.
Across B2B, B2C and PE-backed businesses, I have led marketing, digital and commercial transformation in environments where growth, margin, visibility and team alignment all matter.
I am used to stepping into complex situations quickly, building trust with teams, identifying the real points of friction, and turning unclear priorities into practical commercial momentum.
Built on outcomes, not theory.
£78m
B2B digital sales growth
Online revenue grew from £27m to £105m in 18 months.
40%
Lower cost per lead
CPL reduced from €150 to €90 across 442k leads, improving marketing efficiency at scale.
£132m
Annualised revenue opportunity
Conversion improved from 13% to 20%, creating 2,500 additional conversions.
£3.6m
Annual cost saving
Operating model realigned to improve cost, accountability and performance.
£20m
EBITDA improvement agenda
Sales transformation across pricing, win-back and enablement.
£106m
Revenue scale supported
Commercial transformation across brand, digital, pricing, e-commerce and customer journey.
The common thread: turning strategy, sales, marketing, digital and operating model change into measurable commercial value.
Engagements.
Practical ways I support businesses when momentum matters.
DIAGNOSE
Commercial Diagnostic
LEAD
Interim Executive Leadership Support
RESET
Performance Reset & Growth Recovery
INTEGRATE
M&A Commercial Diligence & Post-Deal Integration
A focused, board-level commercial diagnostic that identifies where growth, margin and execution are breaking down - and what to do next.
I combine senior leadership judgement with sharp commercial analysis to identify the friction points holding back revenue, margin, marketing performance and execution.
The outcome is a clear, prioritised action plan: where the biggest opportunities sit, what matters most, and the sequence most likely to deliver impact quickly.
Board-level interim executive leadership for businesses that need experienced commercial, marketing or growth direction in place quickly.
I step into live situations, build credibility with teams and boards from day one, and help create clarity, momentum and control.
Whether the need is to steady the ship, lead change, cover a critical gap or bridge to the right permanent hire, this engagement brings senior support that will add value from the outset.
Suitable for interim CMO, fractional CMO, Chief Growth Officer, MD or commercial leadership support.
Hands-on commercial performance improvement to reset sales, marketing and digital momentum when growth has stalled.
I work across sales, marketing and digital to cut through noise, realign teams and put in place the practical focus, structure and disciplines needed to move from frustration to measurable traction.
The focus is fast, actionable improvement in pipeline, conversion, revenue quality and EBITDA contribution.
Commercial support that helps protect and accelerate value before, during and after acquisition.
I help leadership teams and investors assess real commercial strength, identify hidden risks and opportunities, and test whether the revenue plan stands up in practice.
From pre-deal commercial due diligence through to 100-day post-deal integration, the focus is on what will actually deliver results on the ground, not just what looks right on paper.
What it is like to work with me.
Neil McCrossan
Managing Director, Northgate UK&I
"James combines leading-edge digital skills with vast experience and an ability to communicate at all levels".
Nick Adams
Brand Strategy Partner, Adamsand
"James has a genuine skill at helping people push themselves to achieve their best - which leads to great work and great results.”
Rachel Laurie
Board Director, Insurtech
"James quickly assimilated the business context, identified and prioritised the critical actions, and translated strategy into action".
View full recommendations on LinkedIn