LEGENDS OF ADTECH

Episode 9: The Builder

Annabelle Dudman, SVP Commercial Excellence at Adform


Welcome to Legends of Adtech: the podcast where we go beyond the buzzwords and straight to the people at the coalface of the adtech industry. Every two weeks, we sit down with the industry’s boldest thinkers, pioneers, and disruptors, to find out how they’re rewriting the game. This is their story.


In the latest episode of Legends of Adtech, we sit down with Annabelle Dudman, SVP of Commercial Excellence at Adform, someone who has quietly shaped some of the world’s biggest organisations from the inside out. From qualifying at EY to leading global operations at Microsoft, Spotify, PlayStation and now Adform, Annabelle takes us through the pivotal moments that transformed her from a numbers-driven accountant into one of adtech’s most strategic operations leaders.


She opens up about building teams across continents, navigating complex change, and turning organisational chaos into clarity. Tune in for her insights on leadership, operational excellence, and why the smartest companies in 2026 will be the ones putting ops at the heart of every decision. This is a masterclass in how world-class businesses run!

About Annabelle Dudman

Annabelle Dudman has extensive global experience across Revenue Operations and Finance in SaaS and tech scale-ups. She thrives on creating harmony from disorder, driving customer and employee satisfaction through optimised processes, and using data to power smart, strategic decisions.


Annabelle began her career in finance, qualifying as a Chartered Accountant at EY, and continues to bring strong financial acumen and an analytical mindset to everything she does. Her incurable curiosity led her from a successful finance career into Revenue Operations, where she focuses on creating synergy across people, processes and tools to deliver direct commercial impact.


She is deeply passionate about career development and fostering cultures of learning and growth within the teams she leads. For Annabelle, change is a constant, and embracing it is the key to both personal and organisational transformation.

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