How I close the gap across the life of a programme

Plan it

Scope a programme and design it to land before a line of code is written.

→ Scope & roadmap

Fix it

Recover a MarTech or AI programme that has stalled after go-live.

→ Rescue

Lead it

Embedded senior ownership of your data and marketing operations through a transition.

→ Interim leadership

Embed it

Make the change stick with the team who has to run it.

→ Change coaching

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APAC MarTech & AI transformation leadership edge

Most marketing teams use less than half the MarTech they pay for, and AI has only widened the gap between what a stack can do and what a team actually does with it. The companies pulling ahead didn’t buy better tools. They redesigned how they work. Closing that gap is my entire focus.

I bring nine years from inside one of Europe’s leading real-time CDPs (Relay42), where I built and led the APAC consulting practice and carried the regional P&L, watching dozens of enterprise programmes succeed or stall. APAC adds its own difficulty: fragmented privacy regimes, distributed teams, and real distance between global standards and local execution.

I work with a few clients at a time. Your data stays under your control, and is never fed to third-party or public AI models.

Method: the I2I-9 approach

1. Insight - Find the leaks

A deep-dive audit of the technical, data and adoption gaps that stall programmes and waste budget.

Available as a standalone Audit Sprint.

2. Action - Build the roadmap

A high-impact architecture and a customised roadmap that aligns your stack and AI plans with your APAC strategic goals, and a way of working that connects technical teams to business leadership.

Available as a standalone AI Readiness & Agentic AI Governance Workshop.

3. Impact - Embed the change

I lead the execution, measure adoption, and embed the habits that turn a stack into sustained ROI.

Available as a standalone Change Leadership Masterclass.

Strategic interventions: common questions

When a MarTech or AI programme has stalled, whether it's a CDP, marketing automation, cross-channel personalisation, or an agentic-AI rollout, I run a short, intensive diagnosis: where the data is leaking, where the architecture is wrong, and, usually the real culprit, where the people and processes never caught up with the technology. You come out with a clear picture of what's broken and a recovery plan worth acting on.

Because that's where these programmes actually fail. Across two decades of enterprise transformations, the breakdown was almost never integration. It was adoption: the team that bought the platform was rarely the team expected to use it. Fix the human side and the technology starts earning its keep.

The human side is the core of it, but led by someone who built and ran a real-time CDP practice, not a facilitator with a generic playbook. I start from your architecture, carry accountability for execution, and bring a structured behavioural method (ICF-accredited Positive Psychology coaching), not intuition. Change management is applied from the outside. This is done from the inside.

When you have a leadership gap or a critical transition and can't wait out a six-month recruitment cycle, I step in as embedded senior ownership of your data and marketing operations, typically on a 3 to 6 month basis, and lead the work directly rather than advising from the sidelines.

Three stages: Insight (find the leaks), Action (build the roadmap), Impact (embed the change). The outcome is a stack that is technically sound, strategically aligned, and genuinely used by the people who own it.

Proof that it lands

Verified LinkedIn recommendations

Deep MarTech expertise plus a real grasp of the human side of change - that’s exactly what most transformations are missing.

Koen Koppens
Koen Koppens

Co-Founder, Relay42

Max never stopped at the technology. He cared about whether our team could really use it.

Chawanrat Trekarnjanavong
Chawanrat Trekarnjanavong

Director of Customer Research and Data Analysis, PTG Energy

He was always focused on the harder question: would the client’s team actually adopt and use what we built?

Anoop Valluthadam
Anoop Valluthadam

Head of Data, Avantis Education

Find the path to technical clarity and human adoption.

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