Leadership Team

Our small but powerful team of Swagger experts are “corporate refugees”.

​We’ve held senior executive roles in Fortune 500 companies, we’ve started, run and sold our own businesses, we’ve won lots of big deals across four continents – we’ve lost our share, too – and we’ve got plenty of battle scars to prove it.

Now, our passion is to use our experience to help our clients learn the short-cuts to success – spring-boarding performance, accelerating careers, helping your team enjoy the sales process more, and making shareholders smile.

Simon Letchford

Simon Letchford

Chief Executive Officer

Simon loves sales and is passionate about delivering transformational performance improvements to commercial teams. With a successful career as an executive and entrepreneur, Simon brings over 25 years of commercial experience building and growing award-winning technology and professional services businesses in the USA and Australia.

Simon holds a Bachelor of Engineering with Honors from the University of Sydney, Australia. Simon has completed the New York Marathon twice but has recently decided that golf courses are more his pace. He lives in New York City with his wife and two daughters.


Louis Werth

Louis Werth

Chief Operations Officer

Louis is a global citizen who has been based in the USA, Europe, Africa and Australia. His broad commercial experience spans from IBM Sales Management in the 1990’s , Commercial Director for the EasyGroup in the 2000’s, to being a Managing Partner of a professional services firm through the COVID19 crisis. He has been invited by the Australian Defence Force to the top tier panel as an accredited commercial negotiator for large defence projects. As such Louis has negotiated multiple multimillion dollar defence sustainment and acquisition contracts. Louis is an operator and is driven by working in and managing companies that truly aspire to a high performance culture. Louis is direct and embraces people that are proud of selling and companies that strive to be very profitable.

He is married and owns three small geriatric dogs that are not well trained.


Rob Bravo

Principal Sales Consultant

Rob is a graduate of the University of Florida Warrington School of Business Majoring in Finance and has held a wide variety of sales leadership roles during his 28 year career.. He excelled at taking under-performing teams through gap analysis, sales process and strategic account planning improvements based in Value Selling and robust Monetization models, resulting in sustainable high performance Regional and National teams. His knowledge and passion for coaching teams and their leadership to levels they never expected themselves to achieve has most recently lead him to Swagger Sales.

Rob lives in Jacksonville Florida and loves to fish, golf, travel and camp with his two children Robby and Isabella.


Travis James

Principal Consultant

Travis holds a BCom bachelor’s degree, and a treasure chest of ICT related certifications.
Prior to joining Swagger Sales, Travis started his career in sales in 2000, he had founded and managed a handful of award-winning businesses over 20 years!
He’s professional to work with, you will enjoy his creative transparency and magnetic vision for sales professionals.

Travis is a family man, mystery philanthropist and thrives in an active lifestyle, living his dream out by the ocean.


Cathy Rafferty

Director Operations

Cathy is responsible for all finance and operations and has over 30 years extensive experience in pharma, manufacturing, and technology industries. Earlier in her career she held management positions at a number of Fortune 500 technology firms and has previously served as VP and Director of Operations at a training and professional services company.

Cathy graduated from Fairleigh Dickinson University with a Master’s in Business Administration and Bachelor’s in Marketing and Finance. When asked about achievements, she is most proud of helping others advance their career and has mentored dozens of professionals and assisted them in finding rewarding positions.

On weekends you can find Cathy at the Jersey shore where she spends time with her family bicycling, boating, following local bands, and searching for sea glass on the beach.


Debbie Spurgeon

Director of Commercial Excellence

Debbie spent 10 years in FMCG with a leading UK wine and spirits manufacturer and has since had over 20 years as an expert consultant and advisor to sales leaders and teams in Europe, Asia-Pac and the United States. Previous roles included Head of Teaching for an Australian commercial skills training company as well as numerous sales and sales management roles. Debbie has trained over 15,000 sales professionals from young reps through to CEOs, delivered numerous customized projects for global clients and is responsible for in-house training for commercial excellence within Swagger Sales.

Debbie’s hobbies are keeping fit, yoga and shopping!


Sanjay Yadav


Sanjay aka SKY has over 20 years of commercial and operational experience with Mars, Inc., Philip Morris International and WPP Plc., and has lived and worked in Western & Central Europe, Middle East, Asia Pacific and North America.

After completing his Masters in Engineering from the UK, SKY’s desire to gain real-world business experience lead him to work within various roles including commercial, operational, strategic procurement and sales during his corporate life, where he either transformed and/or set up business functions from scratch.

A self-confessed entrepreneur, SKY learned the rumble and tumble of dealing making through many sales and negotiations, across various cultures and supplier-base and industries including CPG/FMCG, Advertising & Media, Pharma, Bio-Science, Telcom and Retail. This hands-on and multi-cultural experience not only shaped his commercial learning but also enriched his techniques in leading successful sales and negotiations.

SKY currently lives in not-so-sunny London with his wife and well behave Weimaraner.

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