James Waugh
Director of Sales - Europe @Retail Realm
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WORK HISTORY
Director of Sales - Europe @Retail Realm
My role is to lead sales for the MAX Suite of products into: Microsoft Dynamics 365 Finance & Operations and Commerce (F & OC) users, Business Central users, Microsoft, Microsoft partners and Payment provider partners. Leveraging deep expertise in payment technologies, retail point‑of‑sale, and ERP systems to drive adoption. I cover the EU and Scandinavian markets, focusing on expanding our customer base and strengthening partner relationships.Retail Realm is a global Microsoft ISV specialising in Dynamics 365 Retail and Payments solutions. Through its MAX product suite, Retail Realm delivers integrated tools for payments, reconciliation, inventory, labeling, and customer self-service. Serving over Dynamics customers worldwide, Retail Realm provides payment connectivity across more than 175 countries. MAX Pay Global is a Microsoft Preferred Solution available on Microsoft Marketplace.
EDUCATION
The Cavendish School, Hemel Hempstead
GCSE's and A Levels, High School
University of Staffordshire
BSc, Computer Games Design and Programming
SKILLS
ABOUT JAMES WAUGH
I have spent over 14 years in the payments industry, building experience across technical support, sales, partnerships, and operations. Starting out in support gave me a strong technical grounding and a real understanding of how payment solutions work in practice. As I moved into sales, that foundation became a real advantage, helping me guide customers and partners with confidence, translate technical detail into commercial value, and build trust quickly.Over time, my career expanded into new business, account and relationship management, strategic partnerships, and operational onboarding. This has given me a full view of the customer and partner lifecycle, from initial conversations and solution design through to delivery, adoption, and long-term growth. I genuinely enjoy sitting at the intersection of commercial strategy, technical capability, and operational execution to make sure solutions are both sellable and scalable.One of my biggest strengths is being able to connect different parts of a business and bring people together around a common outcome. Having worked across multiple functions, I understand the pressures, priorities, and success measures of each, which helps me build stronger partnerships internally and externally.I am ambitious by nature and always looking for opportunities to grow, lead, and create bigger impact. I set high standards for myself, enjoy solving complex challenges, and thrive in roles where I can combine relationship building, strategic thinking, and execution.Outside of work, music has always been a huge part of who I am. I have played guitar for over 30 years and currently perform in two bands across an eclectic mix of genres. That creativity often carries into my work, helping me think differently, spot new opportunities, and come up with ideas and solutions that may not always be obvious at first.
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