Damien Baker
CTO Mdi Cloud COO Storetec @Storetec Services
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WORK HISTORY
CTO Mdi Cloud COO Storetec @Storetec Services
As CTO at MDI Cloud, I lead the overall technology, product, and go-to-market alignment of the business, ensuring our AI-native document and workflow platform delivers commercial value, strong adoption, and scalable growth.My role extends beyond traditional technology leadership. I operate at the intersection of product strategy, commercial execution, and delivery, shaping how MDI Cloud is positioned, sold, implemented, and scaled. This includes close involvement in ICP definition, value proposition design, pricing and packaging decisions, and ensuring the product roadmap supports real customer buying patterns.I work directly with customers, prospects, and partners to translate business pain points into product capability, using live discovery, demos, and early deployments to validate product-market fit and refine our go-to-market approach. This hands-on engagement ensures the platform is built around how customers buy, onboard, and realise value. I continue to shape ICPs and priority use cases, leading demo-led sales focused on fast ROI, supporting SDR-led engagement with enterprise and mid-market customers, and developing partner and indirect channels, including acquisition, onboarding, and co-sell models.Alongside commercial leadership, I retain responsibility for platform architecture, software development, cloud infrastructure, and data security.A core focus of my role is the practical application of AI, including Intelligent Document Processing (IDP) and AI Agents, embedded directly into workflows to remove manual effort, reduce risk, and improve operational outcomes.Alongside my role at MDI Cloud, I also hold the Chief Operating Officer (COO) role within the Storetec group which also includes all IT, Cyber and infrastructure.This combination of roles requires balancing growth, revenue, product delivery, and operational execution, aligning people, process, and technology to build scalable platforms and sustainable commercial performance.
EDUCATION
Cranfield School of Management
Delivering Strategic Change
Sheffield Hallam University
BA Hons
SKILLS
ABOUT DAMIEN BAKER
A technology and business transformation oriented business leader with a track record of delivering material, measurable outcomes and of building products and businesses through collaborative leadership.Alongside leading major transformation programmes across manufacturing, financial services, managed services and technology, I have recently led the design, build and stand-up of MDI Cloud, an AI-native document and workflow platform. This has included shaping the product vision and roadmap, working closely with teams and customers to translate real operational pain into configurable product capability, and embedding AI and automation as practical enablers, not bolt-on features.I have led the end-to-end SaaS journey, spanning product strategy, pricing and packaging, go-to-market positioning, and the establishment of both direct (SDR-led) and partner / indirect channels. This includes aligning product, commercial and delivery teams around clear ICPs, messaging and demo-led sales, and taking the platform from concept through build and into live customer use.My experience spans environments from SMB to PLC, operating within constrained (£1m) and large-scale (£100m+) budgets, and navigating complex ownership and stakeholder structures including founder-led businesses, private equity, joint ventures and PLCs.I am comfortable operating at both strategic and hands-on levels, leading teams through ambiguity, making informed product and commercial trade-offs, building momentum, and creating alignment across technical, commercial and operational stakeholders.My focus is on building simple, scalable technology businesses that remove friction from real work, deliver clear value quickly, and scale sustainably through strong product-market fit and disciplined execution.
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