€0M
FX volume built
0+ yrs
P&L leadership
0 markets
operated
GroundSet — Commercial Execution

Market entry.
Revenue recovery.
Commercial build.

I go in. I take the P&L. I make the number.

For B2B technology companies that need commercial execution, not advice. Pipeline live in 60 days, commercial team built and running.

For founders, CEOs and investors who need the operation built, entered or fixed →
Book a 30-min callStart a conversation
€0M
FX volume
0+
years P&L
0
markets
Industries
SaaS
Cloud Computing
FinTech
Financial Services
Payments
Distribution & Wholesale
Retail SaaS
Telecom
Travel & Tourism
SaaS
Cloud Computing
FinTech
Financial Services
Payments
Distribution & Wholesale
Retail SaaS
Telecom
Travel & Tourism
The Operator

13 years of commercial execution.
From inside the business.

Dorin Sterie, commercial operator
13+ Years
P&L commercial leadership
Accountable for the number. In the room, in the pipeline, on the deals.
Operator-led · Full accountability

Commercial operator. 13+ years owning the commercial result across SaaS, Cloud, FinTech and B2B technology: revenue, margin, team and target. Built commercial operations from zero, scaled what worked, transformed what existed, repaired what was broken. Accountable for the number, not for activity reports.

Full-time. Embedded. Exclusive to one operation at a time. Remote, on the ground, or relocated for the right role.

Employment or B2B. The format is decided by the business, not by me.

€0 → €155M
FinTech · Country Manager · FX transaction volume
FX payments and factoring from zero. 800 SME clients. Payment Institution licence file coordinated with PwC at NBR.
5% → 25%+
Google Cloud Premier Partner · Country Manager
Transformed €40M reseller into cloud and SaaS services provider. Rebuilt margin across 5 CEE markets without revenue disruption.
30% → 40%+
SaaS · Enterprise GTM Rebuild
Win rate rebuilt. Sales cycle cut by a third. €5M pipeline, 3 EMEA partnerships. SDR/BDR and CS teams built.
13+ years · 100+ people led · SaaS · Cloud · FinTech · B2B
Operated across 8 markets. International, remote, or relocated for the right business.
8 markets
Dorin Sterie
Dorin Sterie · Commercial Operator | GroundSet
13+ years P&L commercial leadership in B2B tech
View LinkedIn profile → ds@groundset.eu → +40 741 282 775
Google Cloud Sales Credentials · 2025 · Claude API & Agent Skills · Anthropic · 2026
Operated inside
FOTC
Cloud · CEE
mcCloud
Cloud · Romania
Bobnet
SaaS · NCH Capital
Neopay
FinTech · PSD2
Phonetastic
Distribution · B2B
Aforti Exchange
FinTech · FX
FOTC
Cloud · CEE
mcCloud
Cloud · Romania
Bobnet
SaaS · NCH Capital
Neopay
FinTech · PSD2
Phonetastic
Distribution · B2B
Aforti Exchange
FinTech · FX
FOTC
Cloud · CEE
mcCloud
Cloud · Romania
Bobnet
SaaS · NCH Capital
Neopay
FinTech · PSD2
Phonetastic
Distribution · B2B
Aforti Exchange
FinTech · FX
What people say

What clients say
in the room.

"

Dorin successfully rebuilt the entire operation in Romania, establishing strong processes, a high-performing team, and a clear strategic direction. A strong leader who knows how to drive results while developing talent.

€40M REPOSITIONED · 5 CEE MARKETS · MARGIN 5% → 25%+Jeno Bartalos
Country Manager & CEE Coordinator
FOTC · Google Cloud Premier Partner
"

In less than three months, Dorin brought clarity and direction. He rebuilt the team, set clear objectives, and completely changed the trajectory of the organization.

FOTC · GOOGLE CLOUD PREMIER PARTNERCristina Niculae
Head of Customer Success
FOTC · Google Cloud Premier Partner
"

Highly solution-oriented, able to navigate complex situations, and consistently finds the best possible outcomes. Deep knowledge of the Romanian market and a natural ability to build relationships with new partners.

Vytautas Oleskevicius
International Growth Partner · Former C-level Executive
Neopay · FinTech Payments
Track Record

Operations delivered across five sectors.
Eight markets.

Each operation run from inside the business. Commercial ownership from day one: revenue, margin, team and target. Build, scale, transform or repair. Same approach every time.

Cloud · CEE

Google Cloud partner repositioned from reseller to cloud and SaaS services provider.

Sales, engineering and marketing rebuilt across 5 CEE markets. Government and enterprise segments opened.

5% → 25%+
Cloud · Romania

Google Cloud Premier Partner operation built from zero for Romanian market entry.

Team of 4 operational in 60 days. €2M GCP consumption pipeline built across new corporate accounts.

First 5 clients won
SaaS · EMEA

Enterprise SaaS GTM rebuilt for a retail automation platform backed by a PE fund.

€5M enterprise pipeline. 3 EMEA partnerships activated. SDR/BDR, AE and CS teams built. Sales cycle cut by a third.

30% → 40%+
FinTech · Romania

Regulated payments SaaS market entry built from zero. PSD2, AML/KYC live from day one.

10+ PSD2 banking partnerships established. Inside sales and partner channels operational from scratch.

10+ PSD2 partners
FinTech · Romania

FX payments and factoring business built from zero. Payment Institution licence file coordinated with PwC at NBR.

Team of 15 built across sales, operations and legal. 800 SME clients. Factoring line live: RON 1M+ in first 3 months.

€155M FX volume
Distribution · Romania

National B2B electronics distribution stabilised through pandemic disruption and scaled.

Sales, procurement and trading teams rebuilt. ERP and CRM overhauled. Pricing and margin restructured.

+20% revenue
← Scroll to explore →
The Model

Four commercial situations.
One approach.

SaaS, Cloud, FinTech, retail, distribution and services.

01
GTM & Pipeline Build
B2B company with a pipeline that doesn't convert.
What happens
  • Right buyers identified on real local market signal
  • Outbound built and running: targeting, sequences, CRM, deal motion
  • Commercial team structured and hired where needed
What it produces
  • Qualified pipeline in 30 to 60 days, calibrated to local decision cycles
  • A commercial team and a deal motion that keep growing
  • A clear read on which segments and channels actually work here
Get in touch →
02
Market Entry
B2B company entering a new market. No local presence yet.
What happens
  • Commercial setup built from zero: ICP, outbound, CRM, first partnerships
  • Regulatory navigation where required: BNR, PSD2, FinTech licensing, AML/KYC
  • Commercial team hired and operational in market
What it produces
  • Pipeline live and first clients acquired within 60 to 90 days
  • Local partnerships, channels and regulatory foundation in place
  • A market position that keeps compounding past the launch
Get in touch →
03
Commercial Recovery & Turnaround
Growth stalled or in decline. The team is busy but nothing is moving.
What happens
  • Pipeline read: where deals drop, why they stall, what the data actually shows
  • Deal motion and team performance rebuilt from the read up
  • For critical situations: 48 to 72h read, execution from day one
What it produces
  • Decline stopped, recovery plan in 5 days, trajectory restored and growing
  • A documented read: what broke, why, and what prevents recurrence
  • Pipeline discipline that holds and keeps producing
Get in touch →
04
Business Transformation
Revenue plateaued. Same motion, diminishing returns.
What happens
  • Commercial model redesigned: segment, channel, pricing, margin structure
  • New partnerships built and team restructured for the new motion
What it produces
  • A new commercial model live in the market
  • Gross margin improvement tracked on real numbers
  • New revenue from channels and partnerships, growing past the reset
Get in touch →
AI-assisted · Operator-led

I use AI to move faster on research, outbound and pipeline analysis. The judgement, the relationships and the number stay operator-led.

Get in touch

Direct conversation.

Executive Search · Recruiters
A client with a commercial problem: a market to enter, a number stalled, a leader who left.

Direct line for executive search firms, recruiters and hiring managers. The operator you call when a client needs commercial leadership fast. References available on request.

ds@groundset.eu →
Commercial Operation
Market to enter, revenue to recover, or commercial operation to build.

Currently available. Full-time, embedded and exclusive to one operation at a time. 30-minute call. Direct answer on fit, approach and timeline.

Book a 30-min call →
Currently available →