About Us

Caroline Macleod

Caroline Macleod, owner and founder of NABAI brings nearly 30 years of sales and commercial experience helping businesses turn sales activity into measurable, profitable growth.

Her background spans sales and marketing management and transformation and growth within major organisations including The Daily Telegraph, The Body Shop, Bayer Healthcare, Siemens Healthcare, Compass Catering, Crystal Holidays and Thalia Environmental Services, alongside working with a wide range of SMEs and founder-led businesses.

She brings the discipline, processes and commercial thinking used in larger organisations and applies them practically to smaller businesses — improving pipeline visibility, CRM discipline, sales accountability, team performance and conversion.

As a qualified coach, Caroline is able to support your sales teams through change, helping individuals build both confidence and capability.

The results are a stronger sales operation, a more capable team, less reliance on the founder being involved in day to day sales, and a more consistent route to growth.

Contact Caroline

Calm, practical and commercially instinctive leadership

“Caroline has a natural commercial instinct and understands what really matters, but she also approaches problems with a calm and practical mindset.

Her openness and collaborative approach make it easy to challenge assumptions, explore better ways of working and turn complicated processes into something much simpler and more effective.

She is kind, thoughtful and incredibly supportive of the people around her, while always keeping the focus on finding practical solutions.

I would happily work with Caroline again.”

— Damien Allegret
Finance Transformation Lead, Thalia Environmental Services

Turning commercial vision into scalable growth

“I saw first-hand how Caroline built the foundations of a sales and marketing revenue engine for a healthtech start-up, blending outstanding commercial acumen with a deep understanding of how technology underpins the processes needed to scale.

She is highly effective at integrating strategy, sales, marketing, and operations into a cohesive growth engine, always balancing big-picture vision with practical execution. Dedicated, reliable, professional and insightful, Caroline inspires confidence in colleagues and stakeholders alike.

She is an exceptional addition to any commercial leadership or board team seeking to scale with clarity, reduced risk, and long-term impact.

Any organisation would benefit immensely from Caroline's leadership, commercial acumen and strategic vision. I wholeheartedly recommend her for any role.”

— Stephen Eyre
IT Director, Guardian Technologies Group

Fast to understand. Quick to make an impact.

“Caroline is one of the most hard working, dedicated and talented individuals I have been lucky enough to come across in my career.

She went above and beyond and wrote a full marketing plan before she started her last contract, so she could get the ball rolling immediately when she joined.

I was super impressed by how quickly she got up to speed and I learnt a lot from her during my time working alongside her.

She will be a great asset for anyone needing Sales/Marketing services.”

— Jasan Mann
General Manager, UK&I

Seeing the clear path through complexity.

“Working with Caroline was a delight. Her vision and clear strategic approach to problem solving are a real asset.

Always able to see the clear path through the weeds. As a client I couldn't have asked for a better contributor to our efforts. Her understanding of marketing practices and how to apply them to her strategic goals is one of her biggest strengths.

You can't help but get caught up in her passion to deliver the goods.”