Founder, operator, and partial to telling the truth early.
I’ve worked in the Salesforce ecosystem since 2012 and in enterprise technology for over twenty years. I founded AFDigital, grew it into a multi-cloud Salesforce consultancy, and sold it. These days I’m a Partner at Xenai Digital, advising boards and executives across Australia, New Zealand, Singapore and Manila on Salesforce and enterprise AI.
The throughline in all of it: I’d rather tell you the uncomfortable truth in week two than watch a programme fail politely for eighteen months. Most of what I write, and most of what clients pay for, comes down to that.
In 2025, Xenai Digital won Salesforce’s Customer Success Partner of the Year for the Fiji Airways customer experience transformation. I’m proud of the trophy; I’m prouder that the client’s numbers held up a year later.
The record
- 2025Salesforce Partner of the Year — Customer Success, with Xenai Digital, for the Fiji Airways transformation.
- ExitFounded & exited AFDigital — multi-cloud Salesforce consultancy, acquired.
- Practice250+ enterprise programmes — across Australia, New Zealand, Singapore and Manila.
- WritingPublished in Inside Retail Australia, Asian Entrepreneur, Campaign Asia-Pacific, ARN, B&T and Mediaweek. 30k+ following the work on LinkedIn.
Off the clock
When I’m not in a boardroom I’m usually on a Royal Enfield somewhere remote in Australia, New Zealand or the Philippines. The long way round turns out to be good thinking time, and some of it ends up on Motorcycle Seat Wisdom.
Working on something?
See how engagements work, or skip straight to a conversation.