Case studies: Affilitech, Golf.ai and SmartGolfHub

Three commercial engines, three very different markets — regulated consumer finance, AI-powered golf technology, and a specialist golf marketing consultancy. Here's what each one actually involved.

Affilitech Group (ACG) — Founder & CEO, 2021–2025

A regulated consumer finance and performance-led growth group. Built and scaled with full P&L accountability across a £100m+ annual marketing and acquisition budget, acquiring 100,000+ high-value users per month and generating £10m+ annual revenue at a consistent 8:1 ROAS. Built long-term partnerships with financial institutions, lenders, and law firms, and developed real-time credit and eligibility platforms used by national law firms. Built and led senior teams across commercial, growth, operations, and compliance in a fully FCA/GDPR/ICO-regulated environment.

Golf.ai — General Manager, Europe, 2024–2025

An AI-powered golf technology platform. Led European expansion, product strategy, and commercial partnerships, including a strategic tie-up with La Cala Resort (Spain) and the launch of Golf.ai Verified. Built relationships across 40,000+ US golf courses, driving adoption of AI-led booking, scoring and rules-support tools. Led API integration discussions with the DP World Tour, LIV Golf and the PGA, and scaled Golf.ai's social footprint past 100,000 followers.

SmartGolfHub (SGH) — Founder & Managing Director / CEO, 2023–present

Specialist golf marketing and commercial advisory across the UK, Europe, and the Middle East. Delivered end-to-end marketing and commercial strategy for clients including MyVicto Swiss Putters, CourseRev.ai, GolfManager, and Zest.Golf. Built creator partnerships with leading golf influencers — including Rick Shiels, Alex Elliott, Ricci Mandal, Liv Cooke and Hannah Davies — generating millions of combined impressions. Designed and led destination-aligned sales, pricing, and pipeline strategy for golf resorts and leisure/hospitality operators, and built one of the most engaged professional networks in golf marketing, spanning tour talent, broadcasters, tech founders, and media operators.

The common thread

Different markets, same operating model: full commercial accountability, not advisory distance. In each case, that meant owning the budget, the partnerships, and the execution — not handing strategy to someone else to implement.