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Tristan Spencer

GTM Engineering @ Sona | Backed by Google’s AI fund to build the next-gen frontline tech stack

Greater Cambridge Areauniverse-v1 · gtme
Sonaex-UKGex-Smart Human Logistics
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About

I help SaaS companies scale beyond their core market by unlocking growth in new verticals, especially retail, logistics, manufacturing, healthcare, public sector and other operationally complex industries. My mission is to help companies expand smoothly, avoid common pitfalls, and build repeatable, data- and AI-enabled revenue models that work across sectors. What I bring: • 25+ years in HR Technology & SaaS, including senior leadership roles across GTM, sales and commercial strategy. • Deep expertise in vertical expansion, from ICP definition and market sizing, through competitor and vendor analysis, to positioning and launch planning. • AI-enabled GTM execution, helping teams embed intelligent workflows into segmentation, messaging, outreach, and sales productivity. • A pragmatic, revenue-first approach to commercial enablement, ensuring strategy translates into measurable outcomes. I operate as a fractional / advisory consultant through Gardr Consulting Ltd, providing flexible 1–3 day per week engagements. I enjoy partnering with forward-thinking leadership teams ready to grow beyond their current footprint. If you’re exploring vertical expansion, evolving your GTM, or need fresh commercial perspective, feel free to reach out.

Company history

  1. UKGEMEA Sales & Channel Director2014-10 – 2017-02 · 2y 4mo
  2. Smart Human LogisticsSales & Marketing Director2007-05 – 2012-04 · 4y 11mo
  3. SonaGTM Engineering2026-07 – present · 1 mo
  4. RotageekChief Revenue Officer2021-01 – 2023-04 · 2y 3mo
  5. CapitaSales & Marketing Director - Capita Education Software Solutions2017-02 – 2019-04 · 2y 2mo
  6. Smart Human LogisticsDirector, Customer Services Division1994-08 – 1997-04 · 2y 8mo
  7. Gardr ConsultingFounder & Fractional GTM Consultant2025-09 – present · 11 mo
  8. SD WorxSales & Marketing Director2019-04 – 2020-12 · 1y 8mo
  9. Smart Human LogisticsBusiness Development Director1997-05 – 2001-09 · 4y 4mo
  10. KronosUK Sales Director2012-04 – 2014-09 · 2y 5mo
  11. Smart Human LogisticsOperations Director2003-05 – 2007-04 · 3y 11mo
  12. HarriSVP Sales, UK2023-06 – 2025-05 · 1y 11mo
  13. Smart Human LogisticsGeneral Manager, Customer Services Division1991-01 – 1994-07 · 3y 6mo
  14. Smart Human LogisticsHeathcare Market Director2001-10 – 2003-04 · 1y 6mo

Skills

Saas GTM StrategyFractional ConsultancyStrategic AdvisorySales EffectivenessSales StrategyStrategic ThinkingGo-to-Market StrategySaaS SalesSales ManagementMarketing StrategyOperations ManagementHealthcare ITMarket Entry & Vertical ExpansionWorkforce Management Software (WFM)Retail Operations & Workforce PlanningLogistics & Supply Chain Workforce StrategyHealthcare Workforce ManagementBusiness Development & PartnershipsGo-to-Market (GTM) ExecutionMarketing

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