Commercial leadership
Sales strategy, growth, pricing, forecasting, account development, proposition design and the operating discipline behind them.
Jonathan Hendry · 15+ years commercial leadership
Commercial judgement.
Built into action.
I grow businesses, strengthen how they sell and build ideas that have to survive contact with real customers. Hendry Commercial is the home for that work.
About
I’ve spent my career turning commercial problems into practical action.
I’m a commercial leader with 15+ years across enterprise sales, procurement, FMCG, consulting, hospitality and business building.
Most recently I led sales and commercial performance across a global capability business, with responsibility for revenue, forecasting, budgeting, pricing, margin, enterprise growth and board reporting.
I’m particularly interested in the messy middle: where a business has an opportunity, a commercial problem or a promising idea, but needs clearer judgement, sharper execution and fewer unnecessary layers between the two. I also build and test my own ventures, because commercial thinking is more useful when it has to work in the real world.
What I do
Three ways I can be useful.
Growth & problem solving
Working through commercially important questions, finding the signal in the noise and turning it into a practical route forward.
Ventures & experiments
Testing ideas cheaply, finding where customers already spend money and using AI to remove labour rather than manufacture novelty.
Selected experience
Not theory. Operating experience.
Enterprise growth
Owned strategic client relationships representing more than half of company revenue, with full-period retention and multinational growth.
Commercial systems
Built repeatable client-performance standards, improved pricing discipline and led commercial CRM transformation.
AI commercialisation
Took an AI-enabled key account management proposition from prototype through client co-development into enterprise pilot.
Founder experience
Built a multi-location community platform to 3,500+ users, 100+ events and multiple commercial revenue streams alongside full-time work.
Built & building
Ideas only matter when you put them into the world.
These projects are part of the same operating mindset: start with a real problem or opportunity, build something useful, put it in front of people and learn from what they actually do.
CV Chaos
A deliberately simple experiment around the modern job-search experience, combining a 60-second game with practical support.
Epic Places Co
A first-person travel media project built around cinematic footage, useful observations and genuinely interesting places and experiences.
Commercial experiments
New propositions around buyer intent, overlooked commercial signals and AI-assisted business growth are tested here before becoming standalone ventures.
Contact
Have a commercial problem, opportunity or idea worth testing?
I’m always interested in a useful conversation.
Professional Hendry Commercial email will replace the temporary address above once the domain is connected.