Strategy without execution is theatre.
Execution without strategy is waste.
We bring actionable insights with
founder-level urgency.
OUR STORY
Real GTM experience
We’ve launched, scaled, repositioned,
and rebuilt GTM strategies across tech —
from high-growth startups to multibillion –
dollar platforms. Strategia GTM was born
to bring that experience to the teams
moving fastest.
Who’s
Involved.
Anuar Heberlein
Founder
Areas of Expertise:
Growth Strategy
Go To Market
Pricing and Licencing
Anuar has more than 20 years of experience in management consulting, advising
leading technology companies around the world on growth and go-to-market
strategy. He has supported Fortune 500 enterprises, global cloud providers, and
high-growth SaaS companies in defining market opportunities, improving
commercial performance, and accelerating international expansion.
Since founding StrategiaGTM, Anuar has led the firm’s work across North America,
Europe, and Latin America. He has helped clients harness AI and LLMs to
strengthen their AEO (Artificial Intelligence Engine Optimization)
capabilities—positioning them as early adopters of emerging technologies and
giving them a measurable competitive edge in how they sell, operate, and scale.
Before StrategiaGTM, Anuar worked with Second City Capital, a Vancouver-based
private equity firm, and served as a strategy consultant with Bain & Company.
Anuar holds an MBA from INSEAD and a B.Sc. in Economics from ITAM.
Fernando Mendez
Executive Advisor
Areas of Expertise:
Growth Strategy
B2B Acceleration
Go To Market
Fernando brings more than 30 years of experience in management consulting
and technology entrepreneurship. As a consultant with McKinsey & Company, he
advised multinational corporations on strategic planning, corporate finance, and
new-market development across multiple industries and geographies.
As a technology entrepreneur, Fernando founded two ventures in the internet and
software sectors, gaining firsthand experience in building and scaling innovative
businesses. He later led the team at Audienz, supporting Fortune 50 companies in
B2B sales acceleration, marketing strategy, and channel development.
Fernando’s areas of expertise include B2B sales acceleration, marketing strategy,
channel development, digital marketing, and SEO. He holds an MBA from the MIT
Sloan School of Management and a B.Sc. in Industrial Engineering from UCAB
(Venezuela).
Kris Mukerjee
Executive Advisor
Areas of Expertise:
Enterprise Strategy
Commercial Finance
Public Sector and Enterprise Go To Market
Kris is an expert in helping companies and governments worldwide structure
transformative digital agreements.
Before joining StrategiaGTM in 2021, he spent 27 years at Microsoft in Seattle, where
he served as Partner and VP of Commercial Finance. In that role, he led global
pricing and forex strategy and oversaw a 200-person deal team responsible for
negotiating more than $50B in annual technology agreements with large
enterprise and public-sector clients.
Kris holds a degree in Aerospace Engineering from Ryerson University and a
diploma in Computer Technology.
Oleksandra Nikolaiets
Senior Strategy Consultant
Before joining StrategiaGTM, Oleksandra spent more than seven years building
her career in investment and financial analysis in Paris, working on projects across
Europe, North America, the Middle East, and Asia.
At UMG Investments, a private equity firm, she worked on initiatives in hydrogen
technology, food processing, and consumer goods, preparing investment
recommendations for mergers, acquisitions, and new ventures.
At Tracific, a sustainability startup, she evaluated large-scale carbon credit
projects across Asia and Europe and partnered with institutional stakeholders to
structure and finance environmental initiatives.
Education
Oleksandra holds a Master of Science in Financial Analysis and Investment
Management from Audencia Business School (France).
Austin Thomas
Strategy Consulting Intern
Before joining StrategiaGTM, Austin interned in Geneva at a private equity firm,
where he conducted industry research and financial analysis. He is currently
pursuing a Bachelor of International Economics at the University of British
Columbia, with a focus on finance.
