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Candina at GTM.io

Candina Weston

GTM Partner

At GTM.io

Candina brings global scale, operational depth, and transformation leadership into the GTM.io Operating Partner model.

As a GTM Partner, she works with founders and executive teams to design and execute go-to-market strategies that perform under real-world complexity. Her experience spans enterprise software, cloud, AI, consumer electronics, retail ecosystems, and professional services - giving her a rare ability to operate across both strategic direction and large-scale execution.

Candina specialises in go-to-market redesign, organisational transformation, data-driven marketing and revenue operations, and sustainability-aligned commercial strategy. She has led multi-region, multi-function teams across sales, marketing, operations, data, and engineering - building operating models that scale across geographies and product portfolios.

Within GTM.io, she strengthens both Direction and Infrastructure: clarifying strategic ambition, aligning operating models to growth targets, and ensuring transformation efforts translate into measurable commercial outcomes.

She believes performance is not accidental. It is designed - through clarity, disciplined execution, and leadership that holds both ambition and accountability in balance.

Before GTM.io

Candina’s career spans more than two decades across global corporates, advisory roles, and venture building.

She is currently Founder of GLM and Founder & Director of IP.Global, building and leading sustainability-focused ventures.

Her 25+ year career at Microsoft included senior leadership roles across APAC, Europe, and global functions, including:

  • General Manager, Business Strategy APAC

  • COO & CMO, Global Events Marketing

  • Global Commercial Business Strategy Leader

  • Marketing Leader APAC

  • Regional Sales & Marketing Leader (Central & Eastern Europe)

  • Director of International Strategy

  • Chief of Staff, Microsoft France

Earlier in her career, she held roles at Accenture and Shiseido, building foundations across consulting, marketing, and international business strategy.

Her measurable impact includes:

  • Delivering 100%+ multi-billion-dollar revenue growth in global retail programs within three years

  • Exceeding contribution margin targets by 200% across Central & Eastern Europe

  • Growing device revenue in Korea and Thailand by 50% within six months through GTM redesign

  • Increasing global event audiences 20x while returning 50% of the budget

  • Achieving full monetisation of customer-facing global events

  • Leading platform digitisation in two months to deliver Microsoft’s first large-scale global virtual event

  • Maintaining team health scores of 80-90%+ during major organisational transformations

Candina combines commercial rigor with formal training in change and governance, including:

  • Executive Master in Change Management, INSEAD

  • GAICD (Australian Institute of Company Directors)

  • Prosci Certified Change Professional

  • Certified Coach

  • Executive Education in Sustainable Business Strategy (Harvard Business School)

  • Sustainability Leadership (London Business School)

  • Artificial Intelligence for Leaders (NUS Business School)

  • Bachelor of Commerce (Marketing & Economics)

Her career reflects a consistent theme: scale growth, lead change, and build organisations that perform without burning out their people.

Beyond GTM.io

Candina mentors startups and early-stage founders, contributing her time and experience to help others build businesses in a way that is sustainable, grounded, and realistic over the long term.

She is strongly committed to environmental sustainability and is actively involved with Her Planet Earth, an organisation focused on protecting the planet through awareness, education, and action.

She also cares deeply about promoting work-life balance as a foundation for long-term performance, resilience, and mental health - a belief shaped not only by corporate leadership experience but by life outside the boardroom.

Candina has lived and worked across Australia, the United States, France, and Singapore, and holds dual Australian and French nationality. She is a parent to two teenage children - an experience that strongly informs her values, priorities, and long-term view on leadership and responsibility.

When she is not working, she can often be found hiking or running in natural environments, using physical challenge and time outdoors to reset, reflect, and think clearly.

For Candina, leadership is long-term. It is about building organisations, communities, and environments that future generations can inherit with pride.