Chief Revenue Officer joins Apadmi to support continued growth

We sat down with Rachel to find out more about her career, what drew her to Apadmi, and how she plans to shape the next chapter of our commercial growth.

The CRO role is a completely new role at Apadmi. What has driven the need for it, and what does your arrival signal for the business?

The creation of this role reflects where Apadmi is right now as a business. Following investment from CBPE and with a clear vision to accelerate growth, expand internationally and significantly grow headcount, the business needs a dedicated focus on making sure all of its revenue-generating activity is joined up and working as effectively as possible.

That means building a predictable and scalable revenue engine by improving pipeline generation, conversion and forecasting, all whilst making sure there's real alignment across sales, client growth and commercial strategy. 

It also means maximising value from both new and existing client relationships, and making the most of exciting new partnership opportunities as they emerge.

In short, the business has the talent, the reputation and the client base to support serious growth. My job is to make sure the commercial engine matches that ambition!

What will your role actually look like day to day?

At its simplest: creating an environment that allows revenue-generating roles to perform at their best.

In practice, that means improving commercial processes like pipeline management, forecasting and win rate performance; unifying all revenue-generating activities across the business; and ensuring strong alignment between teams to support scalable growth. 

I also want to build a genuinely data-driven revenue function with real visibility across the full client lifecycle, so we can make smarter decisions faster.

What prompted you to join Apadmi at this point in your career?

Honestly, it was the culture that sealed it for me. It reminded me of my happiest time professionally; a place where everyone is rowing in the same direction, where people genuinely want the business to succeed and care about its outcomes. That's not something you find everywhere, and when you do find it, you hold onto it.

Beyond that, the opportunity itself is genuinely exciting. Joining a highly respected digital product business at a key inflection point, with a clear growth vision, an exceptional reputation and a client base that speaks for itself. There's enormous potential here and I wanted to be part of building something, not just maintaining it.

Tell us about your background; how has your previous experience prepared you for this role?

I've spent over 15 years working in founder-led, VC and PE-backed services businesses, so I'm no stranger to the pace and pressure of ambitious growth environments.

The most formative period of my career was nine years at ANS Group, including six years as Professional Services Director. During that time I was part of a team that delivered exponential growth in preparation for a PE-backed MBO and subsequent merger with UKFast. It was a period of real transformation and it taught me a great deal about what it takes to scale sustainably.

Most recently, I was COO at OBT Live, where I had the opportunity to build operations, product strategy and commercial foundations from scratch. That experience of building things, rather than simply inheriting them, is something I'm bringing directly into this role.

Across all of those experiences, the common thread has been aligning sales, delivery and operations to drive scalable growth. That's exactly what this role calls for.

Mobile experience is at the core of what Apadmi does — where do you see the biggest opportunity in mobile right now?

The next big shift is around much more personalised, data-led experiences in apps. We're already starting to see this play out with apps moving beyond being a simple interface and becoming genuinely intelligent platforms that understand the user, anticipate their needs and respond in real time.

AI and real-time data are at the heart of this. The most exciting mobile experiences over the next few years will be adaptive, anticipatory ones. Instead of opening an app to do something, the app will already know what you're likely to need.

For brands, this opens up a huge opportunity to build deeper relationships with customers through loyalty, payments, services and ongoing engagement. Apadmi is already moving in this direction with new partnerships such as Talon.One and Antavo reflecting a conscious shift towards data-led, personalised experiences. That's a compelling space to be working in, and I'm excited to help maximise the commercial opportunity that comes with it.

What are you most looking forward to in your first few months?

Getting under the skin of the business, understanding where the real commercial opportunities lie, and starting to build the foundations of a revenue function that can scale with Apadmi's ambitions. There's a lot of energy here and a lot to get stuck into — I can't wait to get started.

Join us in welcoming Rachel to the Apadmi team!

Want to find out more about Apadmi's work and capabilities? Get in touch today, our experts would love to hear about your mobile ambition.