Abbie Michaelson
Chief Commercial Officer. Strategy Director. SaaS & AI-Driven Growth
London,,Mill Hill,
Summary
Dynamic executive leader with over 30 years of experience leveraging intelligent automation and advanced analytics to drive growth, enhance operational efficiency, and develop innovative solutions. Proven track record of implementing data-driven strategies that improve scalability and stakeholder value. Committed to integrating cutting-edge technology into strategic decision-making to transform operations, enhance customer engagement, and future-proof organisations. Highly skilled in leading digital transformation, strategic partnerships, and large-scale programme management across diverse sectors, including retail, telecoms, SaaS, and hospitality. A visionary leader adept at building high-performing teams and fostering inclusive, results-driven cultures.
Overview
23
23
years of professional experience
Work History
Strategy Director - Fractional
ITbuilder
Hertford, Hertfordshire
09.2024 - Current
- As Strategy Director at ITbuilder, I lead the commercial and growth strategy for an MSP that has struggled with growth for many years.
- Delivered sustained EBIT improvements by aligning pricing, renewals, and service models with growth strategy, securing stronger margins and predictable profitability.
- Drove £35,250+ in new MRR per campaign cycle through structured GTM execution, while improving NRR via strategic account expansion and reduced churn.
- Designed and rolled out playbooks, ABM campaigns, and scorecard frameworks, improving forecasting accuracy and accelerating pipeline velocity.
- Embedded EOS operating rhythm, building a bonded, high-performing commercial team that improved accountability, collaboration, and delivery consistency.
Chief Commercial Officer
MeetingPackage
09.2020 - 09.2024
- Drove a future-focused strategy that enhanced operational efficiency, repositioned the product portfolio, and enabled scalable international growth. Successfully transitioned the business to a SaaS model, secured Series A funding, and established the company as a recognised market leader.
- Spearheaded integration with Cvent, leveraging predictive analytics and automation to accelerate customer acquisition and revenue growth.
- Redefined the go-to-market (GTM) strategy through AI-powered market segmentation, delivering 152% year-on-year growth.
- Overhauled marketing strategy, including full website optimisation and deployment of account-based marketing (ABM), resulting in an 86% uplift in conversion rates.
- Delivered 500% revenue growth in under two years, supported by the successful closure of €4M in Series A funding.
- Transformed the company’s value proposition and market positioning through strategic partnerships with Cvent and Amadeus.
- Consistently exceeded revenue targets: +97% (2021), +152% (2022), +505% (2023).
Vice President - Strategy
HRS Group
09.2017 - 05.2020
- Transformed an underperforming business into a €100m revenue leader by repositioning the organisation, launching AI-driven innovation, and securing global partnerships.
- Launched an AI-enabled procurement-to-payment platform with dynamic pricing and forecasting, securing long-term partnerships with Siemens, DHL and Amazon, generating €100m revenue within two years.
- Delivered a 187% uplift in billed revenues and increased client retention by 22% to 97%.
- Reversed declining performance, transforming turnover from -14% to +24% in 2018, and sustaining growth to exceed €100m in 2019 (+47%).
General Manager
Cvent Inc
04.2015 - 09.2017
- Successfully executed a complex merger, leading 230 staff and a 1,500-strong outsourced workforce, while delivering rapid efficiency gains and sustainable profitability.
- Implemented next-generation operational frameworks, tripling speed-to-market and cutting onboarding time by 45%.
- Drove strategic cost reductions and efficiency programs, improving EBIT from -22% to +38% and creating a lean, scalable operating model.
- Achieved +27% revenue growth and +35% ARR increase, securing long-term stability.
- Strengthened employee culture during integration, raising the Employee Promoter Score from 5.9 to 7.2, despite uncertainty.
- Delivered a 60% EBIT uplift, positioning the business for accelerated growth.
UK General Manager
Zywave Inc
07.2012 - 04.2015
- Drove market expansion and competitive positioning for the Broker Briefcase platform, delivering significant growth in acquisition, revenue, and long-term partnerships.
- Conducted in-depth market analysis and competitor benchmarking, identifying differentiation opportunities that boosted customer acquisition by 30% in six months.
- Designed and launched a scalable licence-fee membership model, generating £10m in annual sales from 120+ partners.
- Negotiated and secured white-label agreements with industry leaders including Aviva, Direct Line, and RSA, strengthening market credibility.
- Achieved 129% year-on-year revenue growth through strategic partnerships and recurring revenue models.
- Leveraged events, roundtables, and case studies to drive partner engagement and long-term retention.
Commercial Director
BT Security Solutions
11.2002 - 07.2012
- Recruited and led strategic partners to leverage IP in managing security systems, driving sustained growth and market leadership.
- Built and led a 70+ strong multi-disciplinary team across commercial, finance, sales, marketing, and product management.
- Negotiated and secured 17 strategic technology partnerships, accelerating product innovation and business transformation.
- Designed and rolled out Wi-Fi surveillance systems, improving security, compliance, and risk management for enterprise clients.
- Achieved 25%+ annualised growth for four consecutive years, establishing a track record of sustainable revenue expansion.
- Delivered market-leading security offerings, enhancing the company’s reputation and competitive advantage.
- Previous Roles
- Major Accounts Sales Manager at Host Europe.
- Managing Director at Starbusters Limited (merged into Home Entertainment Corp.)
- Store Manager at Colorvision plc.
Skills
AI-Driven Business Strategy
Intelligent Automation & Predictive Analytics
Scalable Business Models & Revenue Growth Strategy
P&L Management
Go-to-Market Strategy
Mergers and Acquisitions
Business Transformation & Change Management
SaaS Platform Development / SaaS Growth Strategy
Board & Stakeholder Engagement / Partnership Development
Strategic Planning & Execution
Operational Excellence & Process Optimisation
Interests
Passionate about Football (Liverpool FC season ticket holder), golf, cricket, motorsports, Proud husband and father to two amazing children
Mergers & Acquisitions Experience
- Lynx Technology → BT (2007)
- Key role in the integration of Lynx Technology into BT, enhancing IT services for SMEs. Deal valued at £47M.
- Basilica Computing → BT (2007)
- Key role in BT’s acquisition of Basilica, strengthening SME-focused IT solutions.
- Lanyon → Cvent (2016)
- Instrumental in the $1.65B merger of Lanyon and Cvent, creating a global event technology leader backed by Vista Equity Partners.
Timeline
Strategy Director - Fractional
ITbuilder
09.2024 - Current
Chief Commercial Officer
MeetingPackage
09.2020 - 09.2024
Vice President - Strategy
HRS Group
09.2017 - 05.2020
General Manager
Cvent Inc
04.2015 - 09.2017
UK General Manager
Zywave Inc
07.2012 - 04.2015
Commercial Director
BT Security Solutions
11.2002 - 07.2012