Greta is a senior strategist with deep expertise in how large, complex organisations make decisions, and what it takes to reach them, win them, and build durable commercial relationships with them. Her background spans corporate strategy, go-to-market leadership, and governance, with particular depth in markets where regulatory complexity, institutional risk appetite, and stakeholder accountability shape every commercial decision. She currently heads up the public sector practice at a leading UK fintech.
Her career has been defined by an unusual combination: senior operational experience inside large, complex buyer organisations, and commercial leadership on the supply side targeting those same environments. During her time in government, she was invited to contribute to policy development processes, bringing a commercial and delivery lens to proposed changes at a point when that kind of cross-functional challenge was rarely welcomed, let alone sought out. That dual perspective, understanding how decisions are actually made inside an institution rather than how the process appears from outside, is what she brings to strategy, GTM, and board-level conversations.
One of her most significant pieces of work illustrates the point. Leading the commercial strategy for a major open banking initiative at a central government department, she designed the approach to reflect the realities of a nascent market, deliberately removing requirements that would have excluded emerging players. A startup won the contract, and the programme, the first government implementation of open banking in the world, is now widely regarded as one of the most successful open banking implementations globally, referenced as a benchmark case at open banking events worldwide.
In regulated markets, governance is not a back-office concern. It is often the difference between a business that can sell and one that cannot, however strong the product. Greta is an advocate for a more transparent and open relationship between large institutions and the businesses that serve them, and believes the organisations best placed to drive that are the ones that genuinely understand both sides.
