Alexander Sugden
north vancouver,BC
Summary
Dynamic MSP revenue leader with extensive experience in strategic planning and client acquisition. Proven track record in achieving substantial revenue growth and leading marketing transformations. Skilled in full-cycle sales and developing effective go-to-market strategies.
Overview
23
23
years of professional experience
Work History
Chief Revenue Officer
Dyrand Systems (part of Lyra Tech)
Vancouver, Canada
01.2025 - 11.2025
- Headhunted by Lyra Tech (north america's largest MSP) to act as first dedicated growth leader for Dyrand
- Secured 9 new managed services clients in 6 months after 4 years of zero growth
- Owned complete sales & marketing overhaul: new GTM strategy, website, collateral, and proposals
- Led and won complex RFP processes including cybersecurity and cloud solutions.
Head of Business Development
Control Alt Delete Managed IT Services
Vancouver, Canada
07.2020 - 11.2024
- 10x-ed MSP start up (employee #3) from annual revenue of $350k to $3.5M; grew team from 3 to 19
- Acquired 60 new managed services clients generating ~$200k/month service MRR
- Final 12 months: Closed 23 clients adding $73.5k/month service MRR
- Wins included large revenue deals including top-5 independent Vancouver architecture, engineering, nonprofit, and media firms
Senior Sales Roles
Canada Wide Media
Vancouver, Canada
06.2008 - 06.2020
- 12-year top-performing run in B2B advertising sales for Western Canada's leading independent publisher, generating >$8M in print and digital revenue with consistent over-quota performance and three promotions
- Transformed two shutdown-threatened brands into $120k combined annual profit; averaged 12-62% over budget; awarded company 'Best Closer' multiple years.
Early Career Sales Roles
Adpepper Media; Absolute Publishing; Hot Group PLC
London UK ; Sydney Australia
01.2003 - 12.2007
- Consistently top-ranked in new business acquisition across digital media, direct response, recruitment advertising and fund raising.
Education
Master's Degree - Marketing
Bristol Business School
United KingdomBSc - Philosophy & Politics (Honors)
University of Warwick
United KingdomSkills
- New Business Acquisition
- Full-Cycle MSP Sales
- Monthly Recurring Revenue Growth
- Go-to-Market Strategy
- Market Analysis
- Complex RFP Leadership
- Executive Presentations
- Cold Outreach & Pipeline Building
- NLP Master Certification
- Strategic Planning
Timeline
Chief Revenue Officer
Dyrand Systems (part of Lyra Tech)
01.2025 - 11.2025
Head of Business Development
Control Alt Delete Managed IT Services
07.2020 - 11.2024
Senior Sales Roles
Canada Wide Media
06.2008 - 06.2020
Early Career Sales Roles
Adpepper Media; Absolute Publishing; Hot Group PLC
01.2003 - 12.2007
Master's Degree - Marketing
Bristol Business School
BSc - Philosophy & Politics (Honors)
University of Warwick