Michael Holden
Where Field Execution Meets Intelligent Growth
Welcome Andrew, and thanks for visiting.
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I've built my career at the intersection of SaaS, Martech, and Digital Commerce. Helping brands reduce operational friction and accelerate growth through smarter, data-driven decisions.
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DSD Assist is redefining how FMCG brands and distributors connect sales, delivery, and merchandising. By combining deep industry experience with AI-driven intelligence, it’s transforming the last mile into a growth engine.
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This site highlights my passion for simplifying complex operations, enabling more predictive, profitable routes to market, and helping teams turn everyday execution into measurable impact.
Why DSD Assist.
Why Now.
Why Me.
The FMCG landscape in Australia is evolving fast! Rising costs, shifting customer expectations, and the need for real-time visibility are all forcing businesses to rethink how they operate.
DSD Assist sits right at the point where sales, delivery, and data converge, helping teams make smarter decisions in the field. Plus, Soma AI adds another layer, turning every run, route, and transaction into insight that fuels growth.
There's an opportunity to scale that story across the region by accelerating adoption, shaping partnerships and positioning DSD Assist as the go-to intelligence layer for FMCG execution in ANZ.
As businesses look for efficiency, sustainability, and speed to value, there’s a window to position DSD Assist as the intelligent operating system for SMB and Mid-Market FMCG growth in ANZ.
​Momentum is clearly building, the market’s ready for a smarter, AI-driven approach and DSD Assist already has the proof points to lead that shift.
It’s also a rare moment for the business to move from solid foundation to breakout phase, and that’s the kind of inflection point I’m built for.
I’ve spent my career helping SaaS and commerce platforms turn product capability into commercial impact. From Martech to Digital Commerce, I’ve built teams, stories, and strategies that simplify the complex and accelerate adoption.
What I bring is a mix of strategic clarity and field empathy: knowing how to actively listen, shape narratives, and turn momentum into measurable outcomes. I thrive where growth needs a clear plan, strong relationships, and the drive to make it happen.
What I bring to the DSD Assist Seat
A background built for DSD Assist's next phase of growth
Accelerating Customer Growth
Specialising in Value Engineering
I’ve spent my career leading strategic cycles, navigating stakeholder complexity, and landing deals that move the needle.
At Commerce Vision, I delivered $1.95M in revenue as the top performer, securing wins with trusted brands in both the B2B and B2C sectors.
Before that, I built and executed the JAPAC strategy at Partnerize, closing $1.8M in new business with brands like AMEX and Scoot Airlines.
​I’m at my best when deals require stakeholder alignment, navigating technical aspects and driving the value conversation. I bring clarity by leading the room with collaboration to ensure we keep things moving.
Platform Thinking for Commercial Focus
Proficiency in Tech
My background cuts across SaaS, Martech, and Digital Commerce. Helping brands reduce complexity and unlock growth through smarter technology.
I’ve helped organisations adopt technologies that turn data, automation, and field execution into real commercial growth
DSD Assist is about helping distributors and FMCG brands reimagine how they sell, deliver, and grow. Turning every route and run into a data-driven advantage and that’s where I thrive
Driving Cross-Functional Execution
Bringing clarity, alignment, and momentum
I’ve led GTM execution across product, consulting, marketing, and sales teams, from startup strategy sprints at AltMonday to scaled platform rollouts.
I’m known for simplifying the complex, building trusted relationships internally and externally, and bringing momentum to the sales motion.
I'm not just a seller...I’m a strategic partner who knows how to build buy-in, guide decisions, and move deals forward
Case Study
Helping Businesses Modernise Their Content and Commerce
Challenge
A leading OEM was struggling with a legacy commerce and content environment that had grown overly complex and resource-heavy. Every change, from product updates to campaign launches required developer intervention. Slowing time-to-market and throttling digital growth. Their teams were frustrated, their agility was stalling, and their competitive edge was eroding
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Solution
I led a cross-functional value engineering engagement, aligning sales, solution architects, and customer stakeholders to rethink what was possible.
Together, we:
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Conducted a full diagnostic of their digital ecosystem and workflows
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Identified inefficiencies across their commerce platform, CMS, and integrations
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Designed a modernised architecture focused on flexibility, scale, and reduced dev dependency
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Built a business case rooted in speed-to-value, operational efficiency, and revenue expansion
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Outome
A reimagined platform direction and a clear roadmap to execution. Within 90 days, we closed $500K in upsell revenue, tied directly to the new strategic vision and the confidence it inspired across their leadership team.
It’s this kind of commercially grounded, solution-led thinking that DSD Assist would not only value but where I consistently deliver. From diagnosing friction to driving clarity and outcomes, I bring a consultative lens that turns complexity into advantage.
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Simplifying the Complex: From Field Data to Strategic Direction
For FMCG brands and distributors, every delivery, order, and shelf interaction generates critical data. When connected, that data becomes insight that drives faster and smarter decisions across the entire route-to-market.
AI That Powers Intelligent Growth
Soma AI turns field activity into foresight. Forecasting demand, optimising routes, and surfacing opportunities before they’re missed. It transforms everyday operations into an intelligent feedback loop that continually improves performance and profitability.
Deliver Efficiency and Accuracy at Scale
Modern route-to-market success depends on visibility, speed, and adaptability. DSD Assist helps businesses streamline operations, personalise service, and ensure every van, rep, and route contributes directly to the bottom line.
​Operational Resilience Through Smarter Decisions
By connecting every part of the field operation, businesses can stay agile, responsive, and profitable especially when market pressures rise. A unified growth engine, tightly coupled with data and AI, creates resilience built for the real world.