Hands-on commercial leadership for businesses navigating growth, change and scale.
Ledger Group is led by its Principal, Rory Murphy, a commercial operator with over 15 years building and scaling organisations through high-growth, acquisition and transformation cycles — with particular depth in digital, ecommerce, marketplace and consumer businesses. At Menulog he scaled the merchant partner network from ~4,000 to more than 40,000 and the commercial organisation from 20 people to over 240. Prior to Menulog, Rory was the Chief Operating Officer of CareerOne, a News Corp company. Rory has provided consultancy and advisory services in the fintech/payments sector at Western Union and an Australian merchant payments start-up, along with advisory to a QSR start-up, Tofu Monkey. We work directly with operators, boards and investors across sectors, wherever the problem in front of them is genuinely commercial.
Not a generic strategy firm, and not a placement agency.
Most commercial support falls into one of two camps: a strategy firm that hands you a deck and moves on, or a recruiter who places someone and disappears. Ledger Group sits between them — one operator, directly involved, accountable for the outcome.
Operator-led, not handed off
Every engagement is led personally by someone who has run sales, partnerships and P&L inside a national marketplace — not passed to a junior team once the deal is signed.
Full-spectrum, under one roof
Sales operations, partnerships, client service, culture and governance — capability that's usually stitched together from separate specialists, delivered here by one person who's built all of it before.
Genuinely tailored delivery
No templated playbook or generic framework. Every engagement is built around the business and the problem actually in front of it.
Flexible to the mandate
Advisory, interim, fractional, or embedded operating-partner support — matched to what the business needs right now, not forced into a fixed retainer.
Four ways to bring this experience into your business
Sharpen the commercial engine
Cover the seat, full-time, for a defined term
Senior leadership, on a portfolio basis
Operating support for funds and boards
Hands-on execution across the commercial function
Advisory, interim and fractional engagements, all built on the same principle: the person advising has run sales, partnerships and P&L inside a national marketplace themselves — with particular depth in digital, ecommerce, marketplace and consumer businesses.
Advisory & Consultation
Project or retainer-based advisory for founders, executive teams and boards who need an outside operator's view on a specific commercial problem. Every function below was built from the ground up over 9.5 years at Menulog, inside one of Australia's most dynamic marketplace environments.
Design organisations that scale cleanly
- Territory design, account segmentation and incentive architecture
- Sales operations and account management frameworks built for rapid headcount growth
- SMB, enterprise and corporate sales structure design
Land agreements that hold at national scale
- National merchant and retail contract negotiation playbooks
- Executive-level sponsorship and partnership negotiation
- Marketplace supply-side strategy — partner acquisition, retention and category expansion
Turn marketplace data into performance
- AI-based lead scoring and sales prioritisation models
- Predictive churn modelling and partner retention strategy
- Demand forecasting and commercial decision-making frameworks
Full-spectrum structures, transactional to enterprise
- High-volume inside sales and field sales structures for transactional SME selling
- Enterprise and large corporate sales design for long sales cycles and considered buyers
- Market entry strategy for new categories, regions or corporate accounts
- Channel architecture spanning self-service, SMB, mid-market and national accounts — built to run alongside each other without cannibalising
Build the function that keeps what sales wins
- Design of client service and account management structures from the ground up
- Retention, lifecycle and account growth frameworks for a scaling partner or customer base
- Service model design and tiering — from high-touch enterprise accounts to scaled SME support
Guidance for leaders as the business grows around them
- Structured guidance and coaching for existing and developing leaders and commercial managers
- Culture-setting through growth, acquisition and structural change
- Building the management layer that carries a business from founder-led to properly structured
- Practical frameworks for performance conversations, accountability and team cadence — not theory
Current & recent engagements
A selection of engagements Ledger Group has supported, described by category rather than by name — client confidentiality is standard practice in advisory work of this kind.
Advisory & Consultation
Remittance & digital wallet launch
Ongoing advisory engagement supporting a global remittance and payments organisation through the launch of new digital services, including a multi-currency holding digital wallet — covering both wallet development input and go-to-market strategy.
Advisory & Consultation
Fee-free payments platform, built on PayTo
Supporting an Australian merchant payments start-up through its early lifecycle — a fee-free payments platform leveraging the PayTo network — with go-to-market advisory and strategic positioning.
Advisory & Consultation
Tofu-based QSR concept
Broad advisory support for an Australian restaurant start-up bringing a distinctive tofu-based proposition to the quick service restaurant category — spanning strategic positioning, real estate site selection, and engagement and set-up with third-party delivery platforms.
Interim Executive Placement
Full-time coverage of a senior commercial seat for a defined term — for businesses that need the role filled properly, not left vacant, while a permanent solution is worked out.
Chief Commercial Officer / COO coverage
- Typically 3–12 month engagements with full P&L and trading accountability
- Senior Leadership Team coverage through M&A, restructure or search periods
- Direct board and investor reporting from day one
Fractional Executive Services
A standing senior capability rather than a placement — commercial leadership held on a part-time, portfolio basis alongside a small number of other clients. Increasingly the preferred model for founder-led and growth-stage businesses that need senior judgement without a full-time cost base.
Senior leadership, right-sized
- 1–3 days per week, held on an ongoing basis alongside a small portfolio of other clients
- Commercial oversight for founder-led businesses scaling past their first sales structure
- Board and investor exposure without carrying a full-time executive package
- A clear path to convert to interim or permanent leadership if the business's needs change
Working with a PE-backed portfolio company, or moving through a rapid growth or industry change phase?
Operating support for businesses moving faster than their systems can follow
Most operating support is either a strategy deck or a placement fee. This is neither — it's an operator who has run the commercial function inside a business through the exact conditions your portfolio company or growth-stage business is in now: acquisition, merger, hyper-growth, and the structural recalibration that follows.
Commercial due diligence & 100-day planning
Post-acquisition & merger integration
Board & investment committee reporting
Engagements run on an embedded, fractional or operating-partner basis, scoped to a defined period and reporting directly to the board or investment committee — not sold as a standing retainer.
Rory Murphy
Principal, Ledger Group
Former Chief Commercial Officer & Chief Operating Officer
GAICD (2026) · MBA (Distinction)
A commercial leader with over 15 years building and scaling organisations through high-growth, acquisition, and transformation cycles — with particular depth in digital, ecommerce, marketplace and consumer businesses.
Rory most recently served as Chief Commercial Officer and Senior Leadership Team member at Menulog, a subsidiary of Just Eat Takeaway (Euronext: TKWY) — scaling the national commercial department from ~20 to over 240 staff and the merchant partner network from ~4,000 to more than 40,000 accounts. He secured landmark national agreements with McDonald's, KFC, Woolworths, and Endeavour Group, and led a program of AI-driven sales initiatives that delivered measurable gains in productivity and conversion.
Over his 9.5 years at Menulog, Rory built the full sales and service infrastructure from the ground up — from high-volume inside and field sales structures for transactional SME merchants, through to large corporate and enterprise sales with market entry strategy and long sales cycles. He also designed and built the client service and account management functions that supported that partner base as it scaled, in a highly dynamic corporate and industry context shaped by acquisition, merger, and rapid category growth.
Marketplace & merchant network scaleHe also brings consulting and advisory experience with Western Union and Tofu Monkey.
Consulting & advisoryPreviously, as National Sales Director and then Chief Operating Officer at CareerOne, Rory led the national sales organisation before being promoted to COO following the company's majority acquisition by Acquire Learning, delivering its first sustained period of profitability. Earlier, as National Sales Manager at pureprofile, he doubled national revenue from $4 million to over $9.5 million in a private-equity-backed environment.
Sales operations & PE-backed growthA graduate of the Australian Institute of Company Directors course, Rory brings extensive experience in post-acquisition integration, multinational governance, and capital-efficient growth across listed, PE-backed, and founder-led organisations.
Consulting & Advisory Engagements
Western Union and Tofu Monkey.
Menulog — Chief Commercial Officer
Senior Leadership Team member following acquisition by Just Eat and merger to form Just Eat Takeaway. Oversight of a 240+ FTE national commercial organisation and co-ownership of the Menulog P&L.
CareerOne — National Sales Director & Chief Operating Officer
Led the national sales organisation as National Sales Director before promotion to COO following majority acquisition by Acquire Learning. Delivered the company's first sustained profitable period and directed a national sports sponsorship and brand repositioning program.
Amplify — Manager, Commercial Operations
Led commercial strategy, client partnerships, and revenue growth initiatives across digital services.
pureprofile — National Sales Manager
Increased Australian annual revenue from ~$4M to over $9.5M within a founder-led, private-equity-backed environment.
Australian Institute of Company Directors
Company Directors Course — Graduated March 2026.
RMIT Graduate School of Business
Master of Business Administration (MBA), Distinction.
UTS & UNSW
Graduate Certificate in Journalism (UTS); Bachelor of Arts, Media & Communications (UNSW).
Recommendations from direct reports at Menulog
Rory remains one of the strongest leaders I've worked with. He creates an environment built on trust, clarity, and autonomy, enabling teams to deliver high-quality commercial outcomes without unnecessary noise.
He brings sharp commercial judgement, genuine stakeholder rapport, and a calm, steady leadership style — with a rare ability to simplify complex decisions, engage partners with credibility, and keep the organisation focused on what truly matters. Any organisation would benefit from his leadership, commercial acumen, and ability to empower high-performing teams.
Rory has a knack for keeping complex situations simple and taking a really pragmatic, solutions-focused approach, which made life a lot easier for me and the team.
I worked for Rory for almost three years at Menulog. He brought me in to run an area of the business, and from day one he backed the vision — giving me the trust, support and freedom I needed to deliver. He builds genuine trust and loyalty through his openness and candour, his willingness to show vulnerability, and the way he consistently backs his team, creating an environment where people feel supported and want to do their best work.
Through Rory's leadership, our business saw exponential growth over the next 24 months, which compounded significantly during the onset — and roughly two-year period — of COVID.
Rory hired me at Menulog in 2018 as the business was expanding its third-party delivery service with strategic partners such as KFC and Hungry Jack's, deals Rory himself had negotiated. Capitalising on the COVID opportunity wouldn't have been feasible without his pragmatic, strategic thinking overseeing the entire commercial function — business development, account management and sales operations. On a personal level, Rory was an outstanding mentor, coach and friend, whose feedback and guidance changed how I approached problems.
Start a conversation
Tell us about the commercial problem you're solving for — whether that's an advisory brief, an interim placement, or a portfolio company that needs an operator on the ground.