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Candina at GTM.io Candina Beyond GTM.io

Candina Weston

GTM Partner

At GTM.io

Candina brings global scale, operational depth and transformation leadership to GTM.io's Embedded GTM Team.

As a GTM Partner, she works alongside founders and executive teams to build, lead and execute sales and marketing that performs under real-world complexity. Her experience spans enterprise software, cloud, AI, consumer electronics, retail ecosystems and professional services—giving her a rare ability to bridge commercial strategy with disciplined execution at scale.

Candina specialises in go-to-market transformation, organisational design, data-driven marketing, revenue operations and sustainability-aligned commercial strategy. She has led multi-region, multi-functional teams across sales, marketing, operations, data and engineering, building commercial capability that scales across geographies, products and stages of growth.

At GTM.io, she helps founders strengthen their commercial capability by aligning strategy, operating rhythm and execution around measurable business outcomes. Whether supporting market expansion, organisational transformation or commercial redesign, her focus is on turning ambitious growth plans into coordinated action.

She believes performance is not accidental. It is built through clarity, disciplined execution and leadership that balances ambition with accountability.

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.