Stephen O'Farrell
Dublin,Ireland
Summary
Commercial & Revenue Growth Leader with over a decade of experience scaling businesses across tech, retail, and gaming. I take a grounded, evidence-led approach to growth — owning global P&Ls, shaping go-to-market strategies, and delivering results through clear data, customer insight, and commercial rigour. I’ve led teams across time zones and functions, always focused on alignment, clarity, and outcomes. Raised in Ireland, I bring a bit of dry wit and steady calm — I don’t rattle easily, and I don’t chase noise. I build trust, do the work, and deliver growth where it counts.
Overview
10
10
years of professional experience
Work History
Global Director of Revenue Operations
Sitecore
12.2022 - Current
- Built and scaled a 9-person Revenue Operations team, introducing structured career paths, onboarding frameworks, and OKRs — improving team retention and operational maturity during growth.
- Designed and implemented a global territory-based GTM operating model (Hunter/Farmer, segmentation, VAT interlocks), aligning Sales, Marketing, SDRs, SEs, Partners, and CS — driving a 23% increase in pipeline coverage and enabling scalable, cross-functional execution.
- Redesigned incentive and quota frameworks aligned to role-specific motions and GTM structure — improving attainment by 19% and driving clearer accountability across Sales and SDR teams.
- Led the Deal Desk team in structuring high-value contracts, optimising pricing strategies, and improving commercial terms, reducing deal cycle time by 15% and increasing closure rates by 20%.
- Launched a real-time churn dashboard integrating product signals, support tickets, and usage trends — enabling proactive intervention and reducing logo churn by 17%.
- Increased Net Revenue Retention from 0.91 to 1.02 by introducing customer tiering, account planning, and targeted expansion plays across key segments.
- Achievements
Lead, Commercial Operations
Free-Now
02.2021 - 12.2022
- Owned GTM strategy and execution across five markets, aligning regional growth plans, top-line targets, and marketing levers — delivering consistent double-digit YoY revenue growth across a €100M+ P&L.
- Built and scaled a customer engagement engine, combining segmentation, lifecycle triggers, and Intent-Based Targeting — increasing monthly active users by 29% YoY.
- Redesigned discounting and incentive schemes, reducing campaign inefficiency by 31% while improving customer retention and LTV through targeted reward mechanics.
- Led cross-market performance management, creating dashboards and routines that surfaced actionable insights and drove data-backed commercial decisions at country and ELT leadership level.
- Built and developed a high-performing, cross-functional team, embedding commercial excellence through playbooks, forecasting rhythms, and customer growth KPIs.
- Achievements
Senior Pricing Manager
Circle K
10.2020 - 02.2021
- Led a strategic pricing transformation initiative as a contractor, overseeing an offshore Accenture data science team to design, test, and implement behavior- and elasticity-based pricing at the store level, driving a projected 4% increase in same-store revenue.
Senior Revenue Manager
City Wonders
10.2018 - 10.2020
- Owned revenue and profitability for top category products, driving consistent topline and contribution margin growth through targeted commercial strategy and P&L management.
- Drove improvements in marketing ROI and pricing efficiency by deploying CapEx based on return metrics and implementing dynamic pricing—resulting in higher yield per visitor and better capacity utilization across priority tour offerings
- Led market intelligence and demand forecasting initiatives, uncovering growth opportunities through competitive analysis and predictive modelling that informed both pricing and product development.
Commercial Analyst
Betdaq
05.2015 - 10.2018
- Led A/B testing and player insights analysis, boosting campaign effectiveness by 15% and improving customer engagement, retention, and lifetime value.
- Enhanced marketing ROI by refining KPI tracking and acquisition strategies—reducing player acquisition costs and maximising spend.
- Owned financial forecasting and performance reporting, partnering with senior leadership to align projections with strategic goals and support revenue target achievement.
Education
MSC - Business Analytics
National College of Ireland
03.2018
BSC Honors - HRM Strategy
National College of Ireland
01.2016
Skills
- Strategic Planning & Execution
- Evidence-based decision making
- Market & Competitive Analysis
- Cross-Functional Leadership
- Financial & Operational Modeling
Timeline
Global Director of Revenue Operations
Sitecore
12.2022 - Current
Lead, Commercial Operations
Free-Now
02.2021 - 12.2022
Senior Pricing Manager
Circle K
10.2020 - 02.2021
Senior Revenue Manager
City Wonders
10.2018 - 10.2020
Commercial Analyst
Betdaq
05.2015 - 10.2018
BSC Honors - HRM Strategy
National College of Ireland
MSC - Business Analytics
National College of Ireland
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