Joe L.
Managing Director and Executive Advisor @Startwithus.Digital
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WORK HISTORY
Managing Director and Executive Advisor @Startwithus.Digital
Edinburgh, GB
Operating at board and executive level across a portfolio of technology-led ventures in Europe and Africa, spanning early-stage startups through to established organisations navigating large-scale digital transformation and regulated market expansion.Current engagements include advising a stealth startup, an AI-native SaaS platform automating EU Digital Product Passport and ESPR compliance for manufacturers and retailers across Europe; advising a Kenyan digital banking venture on product strategy, operating model design, and regulatory compliance for underbanked populations; and supporting an IoT platform on data architecture and AI deployment strategy. Across all engagements the focus is consistent: moving leadership teams from technology ambition to governed, commercial delivery at scale.
EDUCATION
Western Washington University
Bachelor of Science - BS, Environmental Chemistry
INSEAD
Executive Programme, Innovation in the Age of Disruption, Technology
University of Delaware
Master of Business Administration - MBA, International E-commerce
MIT Professional Education
Executive Programme, Applied Agentic AI for Organizational Transformation
SKILLS
ABOUT JOE L.
Based in Edinburgh, operating across London and European markets. Open to hybrid and relocatable roles. Managing Director, Chief Transformation Officer, and enterprise digital transformation executive with 20 years of board-level leadership across financial services, insurance, and regulated technology markets in Europe and Asia Pacific. I have led enterprise transformation programmes exceeding €2B in scope, built and led 500+ person technology organisations from the ground up, and owned strategy, P&L, and organisational delivery throughout. Enterprise transformation is fundamentally a business change problem with a technology delivery component. Most programmes are funded and governed as though it is the other way around. I have led them at board level with accountability for both sides simultaneously, in markets where the cost of getting it wrong is regulatory as well as commercial. Established and led ERGO Technology and Services as a greenfield organisation, growing it from mandate to 500+ person global engineering function as part of a €2B enterprise transformation programme spanning eight international markets. I governed a €35M annual technology P&L and led 200+ initiatives, making the foundational decisions, operating model, engineering culture, and leadership team, that determine whether an organisation at this scale performs or does not. My work covers the four priorities defining enterprise technology mandates today: modernising core platforms; unlocking commercial value from data; scaling digital engagement; and embedding AI and automation into operating models in ways that are governed, measurable, and sustainable. On AI: I approach it as a transformation executive, not an engineer. That means investment thesis, governance framework, operating model design, and the commercial case, including where risk outweighs return. I have led GenAI strategy, agentic workflows, and ML-based decisioning at enterprise scale, always in the context of a governed operating model and a clear commercial case, alongside the talent strategy to sustain it. Earlier I scaled a global digital healthcare platform to £100M revenue at Cigna, and held Regional CTO roles at Generali and AXA across Asia Pacific. MIT and INSEAD executive programmes; current MIT certification in Applied Agentic AI for Organisational Transformation. If you are building or restructuring a transformation and technology leadership function at group or market level and need someone who has done it before at significant scale, I am open to conversation.
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