Orbita Investments
Deputy Commercial Director
“Build the entire commercial function from zero in the first phase, then pivot to lead a complex institutional capital raise — operating as head of sales and commercial director simultaneously across both mandates.”
The situation
Real estate and hospitality development firm with no formal commercial structure. The role operated in two distinct phases: the first three months required building the entire sales infrastructure, hiring, and training a team; the second phase involved a mandate to raise institutional capital for the company's flagship hotel development project (Kintamani), requiring a fundamentally different commercial motion targeting global institutional investors.
What I did
Built the complete commercial department from zero in approximately three months — KPI framework, reporting cadence, CRM configuration, sales playbook, team hiring, onboarding, and training.
Signed 50+ strategic partners — primarily independent agents, real estate brokers, and referral partners spanning Bali, Turkey, UAE, and international markets — as an indirect revenue channel.
Redesigned the sales funnel from a founder-led, paid-media-dependent model to a consultative, partner-driven motion — shifting budget from Facebook ads to higher-converting partner pipeline and structured client qualification.
Reduced sales cycle from 6–7 months to approximately 3 months by deploying local agents for physical site visits, introducing scarcity-based positioning across limited unit inventory, and creating structured partner competition and performance incentives.
Implemented lead scoring and full client qualification protocols — ensuring only genuinely motivated buyers progressed — while offering bespoke solutions for buyers whose requirements didn't match standard inventory.
Pivoted to institutional capital raise mandate: mapped target investor categories (family offices, institutional funds, HNIs, sovereign wealth funds, private equity, REITs), built geographic targeting strategy, and personally conducted outreach and meetings across UAE, Singapore, Indonesia, and other markets.
Established relationships with major international hotel management brands to strengthen the investment proposition for the Kintamani development.
Prepared and delivered the full institutional investor package: pitch decks, feasibility studies, financial models, due diligence documentation, and term proposals — bringing multiple investors to advanced due diligence stage.
Outcomes
125% of revenue target delivered in the first full quarter.
50+ strategic partners signed; 48% of revenue attributed to the partner channel.
40% reduction in sales cycle length — from 6–7 months to approximately 3 months.
35% improvement in CRM conversion rate through funnel redesign and qualification protocols.
Institutional fundraising process fully built and advanced to due diligence stage with multiple family offices, sovereign wealth funds, and private equity counterparties.
Each metric is from period reporting at the time of engagement and verifiable against employer records on request.