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Malt Strategy
James AbrahamJA

James Abraham

Strategy & Operations | Fractional CoS

€405/day
London, GB
8-15 years
Business analysis
Product management
Financial Modelling
Startup Advisory
Commercial strategy

Average response time: 1 hour

About James

I help early-stage startups fix what’s stuck, fast.
That could be a messy CRM, an undefined GTM strategy, a bottlenecked ops process, or a product idea that needs to become real. I drop in for 4–6 week sprints and deliver systems, models, or MVPs that scale.

I work best with founders or leadership teams who need extra brainpower to make real progress on high-priority problems. My background spans venture capital (£100m+ deals closed), hands-on startup operations, product management, and commercial strategy.

💡 What I Deliver:
– CRM & Funnel Rebuilds (clean logic, high-conversion flows, 70–90% less manual work)
– Ops Flow Redesign (map pain points, automate tasks, hand over to junior staff)
– MVP Sprints (take product from idea to live version ready for user testing)
– Commercial Modelling (dynamic financial models for pricing, GTM, or fundraising)
– Fractional Founder Support (strategy sounding board + hands-on delivery)

🛠 Tools I use: HubSpot, Airtable, Notion, Zapier, Google Sheets, Figma

💬 Let’s talk if:
– A process is broken or missing and costing you time
– You’ve got a project that matters but no one to own it
– You need founder-level thinking without making a full-time hire

  • English

    Native or bilingual

Can work on-site
London (up to 50km)

Experience

  • Electron Green
    Operations Strategy Manager
    ENERGY AND UTILITIES
    December 2023 - May 2025 (1 year and 5 months)
    London, United Kingdom
    Joined to form the two-person founding team of Electron Green's B2C solar-as-a-service spin-off, teaming up with the COO to take the business from concept to national launch. Key achievements include:
    • Built business from stealth mode (Dec 2023) to market-ready sales pitch by Jan 2024, finalised proprietary customer contract by March, and secured 30 long-term contracts worth +£1m by July 2024. My role encompassed product, sales, ops, customer success, legal, and marketing.
    • Developed strategy, GTM and scalable playbook from scratch, including:
    ○ Pivoting and iterating on sales, product and ops strategy as we overcame roadblocks.
    ○ Building then optimising complex consumer-facing legal processes for customer sign-up.
    ○ Designing and building pre-CRM tools and databases to process post-contract customers.
    • Led successful certification by influential and sceptical consumer code.

    Following our B2C launch, I moved to the parent company and was tasked with replicating the agile, automated processes for the main B2B business (£2.5m ARR). There I:
    • Product-managed the inception, design and build of a game-changing proprietary tool from PoC to MVP and beyond. The AI-assisted tool automated lead qualification, solar design, and the production of customised customer proposals. This reduced pitch-preparation time by 95%, cut costs per customer served by 90%, and introduced the ability to target leads in bulk with bespoke proposals.
    • Conducted forensic business and pain-point mapping, collaborated with the management team to define clear targets, then prioritised and drove key cross-functional projects accordingly.
    • Took responsibility for the business-critical process of 'Deal Funding'. Streamlined the existing process, then built a CRM 'module' for reportable, low-touch, and automated processes, cutting the length of the process from 8 months to 3 weeks and bringing in £600k of extra cash into the business.
    Product management Commercial strategy GTM Lean startup artificial intelligence
  • Freelance
    Strategy and Operations Consultant
    January 2018 - January 2023 (5 years)
    London, United Kingdom
    I worked directly with founders and C-Suite of high growth businesses, supporting them on critical strategic, product, or operational challenges and - most importantly - helping them overcome them. Selected experiences below.
    Lean startup Product management Financial Modelling Founder Support Commercial strategy
  • 532 Design
    GTMStrategy &Analytics Manager
    VIDEO GAMES AND ANIMATION
    July 2022 - December 2023 (1 year and 5 months)
    As part of the founding team of this ethical game development studio focussing on creating and launching a fantasy football mobile game, I:
    • Researched, defined, and sized our market, tested user hypotheses through qualitative interviews and scrappy user testing, built innovative commercial models, and developed GTM strategy for MVP.
    • Contributed to product development with responsibility for game logic, tone of voice, and retention.
    • The game secured a launch relationship with FifPro and was promoted by Apple in the App Store.
Check out James's experience

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Education

  • MSc in Finance & Investment
    Durham University
  • MA (Hons) in Economics
    University of St Andrews

Skill set

GTM
Lean startup
artificial intelligence
Financial Modelling
Founder Support

Categories