Aaron has over 30 years of executive experience in sales, market research, and customer experience. As a partner at the firm, he is a coach and consultant to CxOs on deal negotiation, account planning, market research strategy, and price guidance. His expertise is primarily in B2B, creating custom tools, approaches, and frameworks for clients to increase their win rates and profit margins.

Aaron has led commercial transformation initiatives across Fortune 1000 financial services, manufacturing, and SaaS companies.

Prior to joining Holden Advisors, Aaron spent decades leading sales teams, scaling business models, and growing startup companies in SaaS and professional services companies.

Aaron holds a Master of Marketing Research degree from Southern Illinois University at Edwardsville and a Bachelor of Arts degree in Marketing at the University of Northern Iowa. He is also a Certified Customer Experience Professional and guest lecturer on customer value and negotiation strategy.