Ash Lane

Lead GTM and commercial strategy for a business software platform spanning identity, CRM, developer onboarding, payments, AI workflows, admin tooling, commerce, media operations, and device-management workflows.

• Built GTM narratives around recognizable categories: OAuth/OIDC identity, CRM, roadmapping, payment and billing workflows, AI gateway, notification orchestration, admin tooling, media management, MDM/device operations, and commerce.
• Translated technical architecture into buyer-facing outcomes, including faster launches, safer service-to-service auth, better operator visibility, workflow automation, AI cost control, and repeatable deployment governance.
• Created demos, pitch narratives, solution briefs, and partner collateral grounded in live platform capabilities, Cloudflare Workers infrastructure, API contracts, and operational workflows.
• Worked directly with product and engineering to prioritise roadmap items tied to revenue opportunities, partner requirements, implementation risk, and customer feedback.

Built Livefreshr from zero to a recognised food tech brand in the UAE, leading sales, partnerships, and growth.

• Managed B2C and B2B sales for meal kits and meal plans, owning the full commercial funnel from acquisition through retention.
• Secured and nurtured corporate partnerships and events, tying Livefreshr's offering to employer branding and wellness initiatives.
• Designed and executed digital marketing campaigns, content strategies, and community initiatives to drive sustained demand.
• Partnered closely with engineering to ensure Livefreshr's SaaS tools (JustCook, JustFeed) supported and amplified GTM efforts.

Helped establish and grow Cvent's Middle East presence, selling event tech and hospitality cloud solutions into agencies, corporates, and venues.

• Joined the Dubai office in its early phases, supporting growth from a small startup-style footprint into a larger regional operation.
• Progressed from mid-market territory management to owning the entire Middle East for third-party planners, with clear quota responsibility.
• Partnered with SDRs to build pipeline, ran discovery-driven demos, managed complex sales cycles, and negotiated contracts with multi-stakeholder buying groups.
• Adapted quickly to hybrid then fully remote selling during COVID-19 while maintaining disciplined forecasting and CRM hygiene.

Combined new business, account management, and solution consulting for learning and talent platforms across the GCC.

• Served as the first Cornerstone OnDemand certified solution consultant in the GCC, leading RFPs, demos, and implementations.
• Managed a hybrid role across business development, sales cycle management, client engagement, and technology-enhanced learning consultation.
• Supported marketing through website redesign, campaign input, and the advertiser-funded L&D magazine XpertInsight.