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My name is Annabelle Mayhew.

I work with founders whose businesses are working - but who are stuck in execution and leaving money on the table.

Sometimes it's time and bandwidth but I often find it goes deeper - perfectionism making delegation impossible, confidence gaps keeping you undercharging, or patterns affecting how you lead.

I figure out what's actually in the way and we fix it.

I’ve co-founded, scaled, and sold a business to a FTSE 250 company.

I’ve had to make the decisions you’re facing – with incomplete information, tight timelines, and real money on the line. I’ve carried responsibility for revenue and people. I know what it feels like.

I led commercial strategy, pricing, and growth from early traction to £1m+ EBITDA and an eight-figure exit.

My work isn’t theoretical. I’ve been where you are now.

Many of my clients have already tried advisory programmes or coaching and found them either too rigid, too generic, or disconnected from the reality of their business.

Most are still deep in operations – checking everything, controlling what goes out, worried clients won’t be happy if they’re not personally involved. They have a hundred ideas for where the business could go, but no time to work on them. They see inefficiencies everywhere but can’t step back long enough to fix them. And when they do take time to think strategically, it feels indulgent – like they should be doing “real work” instead.

But when they actually do step back, they reconnect with WHY they started in the first place. They see the bigger picture clearly. 

Our work will give you the confidence to step out of the weeds and look objectively at your business.

We take that backlog of ideas you’ve been sitting on for six months and turn them into actual priorities. Then, we figure out how to delegate the execution so you aren’t the one staying up until the early hours to finish it.

We will sharpen the strategic direction you take and pressure-test commercial decisions, making sure strategic time feels productive, not guilty – Not by telling you what to do – but by giving you structured space to think, and helping you see what you already know more clearly.

One client called working with me ‘unknotting the tangles in her head.’ Another said it’s about turning instinct into confident decisions. Most say it brings calm structure to moments that previously felt overloaded.

Overall though, clients tell me the thing they value most isn’t just the strategy. It’s having somewhere they can think out loud, say the messy version first, and work through decisions without having to perform or already have the answer, so decisions are made faster and with clearer commercial trade-offs.

At this level, business problems aren’t just operational.

Founders don’t raise prices because they’re convinced clients will leave. They chase smaller clients instead of the ones who can actually pay, because they don’t believe they’re worth it. They don’t delegate because nothing’s good enough, so they burn out doing everything themselves. They feel the weight of leadership so every decision feels bigger than it should.

These aren’t strategy problems. They’re internal constraints showing up as strategy problems.

I work at the point where what you believe about yourself shapes what you’re willing to do – and what you’re willing to do shapes your results.

This isn’t mindset coaching. It’s removing the blocks stopping you from executing what you already know needs to happen.

When those constraints are gone, execution becomes simpler, faster, and more profitable.

Alongside my own exit, I’ve worked with founders and leadership teams across:

  • marketing, media and services
  • energy
  • consumer-facing businesses
  • e-commerce

 

Supporting businesses at:

  • initial start-up
  • growth and scale phases
  • revenue consolidation stages
  • and moments where the company is shifting from “working business” to “valuable asset”

 

I understand what it’s like when:

  • revenue is there but margins aren’t keeping up
  • opportunities are visible but not fully captured
  • and leadership starts to feel heavier than it should

 

That context matters. Because advice without commercial reality is useless.

Before working in advisory, I spent over 17 years building and scaling businesses, leading commercial strategy, sales operations, and growth across international markets.

As Co-Founder and Chief Commercial Officer of TowerXchange, I helped grow the business from £150k EBITDA in year one to over £1m by the time of acquisition, building the commercial systems, pricing strategy, and sales infrastructure that supported scale across multiple continents.

My role covered:

  • commercial strategy and forecasting
  • pricing and value proposition design
  • key account development
  • sales recruitment and performance leadership
  • and building the operational structure needed for sustained growth

 

Since 2021, I’ve worked as an independent business adviser to founders and leadership teams, supporting companies through growth, complexity, and commercial transition – from refining market positioning and pricing, to strengthening sales strategy and internal execution.

This is why my work is commercially grounded.


I’m not advising from theory – I’m advising from having built, sold, and scaled businesses myself.

I work closely, directly, and selectively with founders.

This is not:

  • a programme
  • a framework
  • or outsourced strategy

 

It’s a strategic partnership focused on improving the quality of decisions that shape revenue, positioning, and long-term value.

My role is to:

  • challenge what’s been normalised
  • surface blind spots
  • and help founders think at asset level, not just operational level

 

So the business can grow with intention – not just momentum.

This work is right for founders whose businesses already function – but feel internally capped.

People who are ready to:

  • question assumptions
  • think commercially, not just tactically
  • and make decisions that compound, not just solve short-term pressure

 

If that’s you, the next step is to apply.

I review every application personally.

  • 17+ years in commercial leadership and growth
  • Co-Founder & CCO, TowerXchange (acquired by FTSE 250 company)
  • Led scale from early traction to eight-figure exit
  • Experience across media, energy, and service-based businesses
  • Adviser to founders and leadership teams since 2021

If this feels right for your business, you can apply to work with me here.

Apply to work with me