Nathan Armstrong
Head of Commercial Partnerships @Propello Cloud
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WORK HISTORY
Head of Commercial Partnerships @Propello Cloud
Manchester, GB
Founding member and commercial lead at PropelloCloud, a white-label B2B loyalty rewards platform built to help enterprises and membership organisations increase customer engagement, retention, and lifetime value. Responsible for the full commercial partnerships lifecycle: from identifying and securing enterprise clients, to managing the sales cycle, negotiating contracts, and developing long-term strategic relationships.
EDUCATION
University of Lancashire
Master's degree, Business Management & Marketing
University of Lancashire
Bachelor's degree, Sports Coaching
ABOUT NATHAN ARMSTRONG
Most loyalty programmes underperform. Not because the concept is wrong, but because they’re bolted on as an afterthought rather than engineered as a commercial strategy.That’s the problem we solve.As Head of Commercial Partnerships at PropelloCloud, I work with enterprise brands and membership organisations to design loyalty ecosystems that actually drive measurable outcomes — increased engagement, stronger retention, and new revenue streams their existing programmes aren’t delivering.PropelloCloud is a white-label B2B SaaS loyalty rewards platform. As a founding team member, I’ve shaped the commercial strategy from the ground up: building the partner network from 50 to 500+, growing new business revenue by 95% year-on-year, and developing a sales approach rooted in a genuine understanding of each client’s commercial challenges.What sets my approach apart:• We don’t pitch features. I start with the business problem and work backwards.• We sell outcomes — retention rates, engagement lifts, incremental revenue — not software.• We\'ve maintained 96%+ client retention because the partnerships we build are designed to last.Before SaaS, I cut my teeth in B2B eCommerce sales, managing multi-channel revenue across Amazon, eBay, and direct accounts. That grounding in commercial fundamentals — margin, trust, delivery — underpins everything I do today.
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