My Money Matters

Chief Executive Officer

St Cedd's School

Board of Governors

Myriad Global

Board Advisor

Chief Financial Officer

LandVault (formerly Admix)

LAB Group 

Vida Care

Interim Chief Executive Officer

Brash Brands

Konica Minolta Business Solutions UK Ltd

Head Of Finance

Divisional Accountant

Senior Finance Business Partner

Skanska UK

Business Analyst

CFO | COO | Web 3 Business Leader | Mentor | NED | Investor

I'm Amar, CEO at My Money Matters, where our goal is simple: helping employees to make the most of their money with financial education, tools, coaching and easy to use digital services.

Early on, I was more entrepreneur than economist, with ventures ranging from selling stick insects as a child to diving deep into the world of startups.

This path led me to a revelation: financial education is the key to unlocking personal and professional freedom.

At My Money Matters, we focus on:

- Jargon free education
- Simple tech
- Specialists coaches putting your mind at ease

Outside the office, you'll find me embracing challenges of a different sort — staying active, whether it's CrossFit, kickboxing, or exploring outdoors.

I share the insights gained from a life of contrasts — combining the discipline of finance with the dynamism of startups, and ambition with personal wellness.

Amar Mistry

Stealth AI Startup

Solving the biggest problem in coaching with AI powered applications - emerging from stealth in Q3 2025. 

Creating and executing strategy for sales and commercialisation. 

- Business planning and go-to-market strategy GTM for effective demand generation, revenue generation and user adoption.

- Sales & marketing leadership to generate new business opportunities, strategic partnerships and sales growth through optimised sales processes.

- Software as a Service (SaaS) lead generation and growth strategies blending entrepreneurship with strategic thinking.

Chief Commercial Officer - Stealth AI Coaching Application

Athlete Mode

Sales, commercial & business performance frameworks inspired by elite sport. 

Responsible for commercial strategy, execution and GTM activity.

- Led B2C growth initiatives by developing and executing go-to-market strategies that drove demand generation and new business development.

- Optimised sales processes, CRO management, and CRM systems through strategic consulting to enhance customer acquisition and retention.

- Managed business planning, operations management, and P&L (Profit & Loss) management to drive sustainable revenue generation.

- Streamlined lead generation efforts using online marketing and presales expertise to accelerate pipeline growth.

- Applied an entrepreneurial approach to systemise growth strategies for scalable and repeatable success.

Achieved a 10% response rate to calls to action for successful commercial validation.

Head of Commercial

Iterpro

All-in-one data management and intelligence platform.

A digital framework that streamlines communication, improves workflows, and enhances asset management. Connects organisation members, centralises technologies and data from every department,  turns data into actionable insights to support decision making at all levels.

Consulting
Fund Raising
Lead Generation
New Business Opportunities
Software as a Service (SaaS)
B2B
B2B Software

Generated 40 investor conversations in 8 weeks for dramatic progress in funding. Introduced key contacts from my personal network for added value to CEO.

Business Advisor

CIMSPA

Sales & Marketing focused Learning Management System (LMS).

Funded by Sport England in partnership with Google and the Digital Marketing Institute.

Analytical Skills
B2C
CRO Management
E-Commerce Optimisation
Forecasting
Performance Marketing
Online Marketing
Strategic Partnerships

Results include:

Delivered 100+ webinars over 24 months with an average rating of 8.6 / 10.

Engaged 50,000 + users and attracted 1,000 + attendees for key sessions to maximise engagement.

Partnered with top sporting giants and recruited the biggest names in digital marketing – Google, Facebook, The Digital Marketing Institute, social-sensation Joe Wicks, BBC's Jake Humphrey (+ more).

Head of Sales & Marketing - Sport England | Google 

ATHLETE.CO

Mobile app to distribute & monetise sport, fitness, health & wellness content. 

Established the brand via an accelerated start-up to achieve a £2.5 million valuation in 12-months.

Analytics
Business Analysis
Entrepreneurship
Go-to-Market Strategy
Digital Marketing
P&L Management
Operations Management
Online Marketing
Revenue Management
Strategic Partnerships
Software as a Service


Results include:
Assembled a powerful board of advisors and industry experts to rapidly gain industry traction.
Baseline conversion rate of 4% for customers from free trial to paying.
Injected promotional plays at peak periods to increase conversion to 10%.

Director

Trainer+Plus Ltd

Strategic / commercial growth for international retail brands. 

Entered 2 new markets in 12 months (USA and UAE) for top line impact.

Improved supply chain efficiency for 10% cost reduction and improved P&L

Increased national account revenue by 15% increasing brand footprint.

Commercial Director

Gentlemen's Tonic

Luxury retail brand in Mayfair with physical sites globally.

Dubai, Abu Dhabi, Hong Kong, Kuala Lumpur, New Delhi and Mexico. 

Built and managed a global supply chain and distribution network, re-branded, managed sales, marketing and a preferred partners program that accelerated growth.

Grew global wholesale business by x10 transforming the global brand footprint.

Slashed costs within the Preferred Partners Program by 30% for improved P&L.

Expertly strategized and re-engineered sales and marketing to improve omnichannel customer engagement, brand recognition and global market share 

Partnered a commercial and strategic mindset together to create insight-driven strategies that enhanced ROI from branded commercial campaigns 

Positioned the brand to increase their use of business intelligence, analytics, analysis and insight to underpin sales, marketing and brand-based activities.

Truefitt & Hill London

Luxury retail brand established in 1805. Drove growth strategies for revenue generation, established recurring business and enhanced brand market share via omnichannel marketing strategies. 

Launched market-targeted commercial strategies that accelerated growth based on market research, competitor research and customer journey models 

Created detailed business plans to support market expansions, business development and sales, and deepen customer relationships.

Unified marketing, sales and customer leaders to build and maintain profitable partnerships at both a B2B and B2C level

Defined financial targets, budgets and key metrics, and prepared reports for executive-level teams on the success of key sales-marketing campaigns.

Sales And Marketing Manager

Creator of 'Athlete Mode' | Health | Performance | Habits | Mindset

"The biggest challenge with scaling the business is..." said the CEO.

My growth strategies to generate more than £100M in revenue and funding are:

Master the basics, systemise them for consistency, optimise them over time. 

This strategy helped me enter 15 new markets.

Hint: YOU need to establish the basics for YOUR business.

Scaling should blend a leader's style with the principles and laws that are always true.

"What does experience tell us?"
“What does the data tell us?”
“How can we systemise X to perform more consistently?”
"What can we subtract?" 
"What's your gut instinct?"

Reducing complexity and creating robust systems enables scale. 

AND good sales and marketing leadership. 

Apply the theory of Occam’s razor to revenue generation - the simplest solution is usually the best - especially with SaaS and other modern business models.

With a minimalist approach to sales processes, a focused collective mindset around principles, laws and simplicity, leading people and businesses towards revenue and profit growth will follow.

Let’s connect - always happy to share my network and methods in the spirit of ‘Givers Gain’.

taplio

The Battle

Amar Mistry

Graham Barber

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