Strategy Breaks Down Between the Boardroom and the Front Line. We Fix That.
MOAT Alliance is a managed network of senior commercial specialists serving Life Sciences and FMCG businesses across Ireland and the UK. From concept through to delivery, we stay in the work until the strategy is executing — not just documented.
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The Execution Gap
Most Organisations Don't Fail Because of Bad Strategy
The gap is rarely visible on a slide deck. It shows up in missed sales targets, stalled launches, and field teams that are trained but not reframed.
The Real Failure Point
Strategy breaks down between boardroom and front line.
70% Fail
McKinsey found that 70% of large-scale organisational transformations fail because the execution environment was not ready.
The MOAT Fix
Built to close the gap from within the work itself, not from the outside.
The result is a false choice: engage strategy consultants who design brilliant frameworks but lack implementation muscle, or hire tactical specialists who execute without understanding the broader commercial context. MOAT operates in the gap between the two.

MOAT IN PRACTICE
Before MOAT was formally established, three of its founding members worked together to transform a market-leading field team facing competitive entry for the first time. The work operated on two levels — the visible capability programme and the leadership work underneath: shifting regional managers back into a growth mindset.
"The programme succeeded not because the framework was superior, but because the people delivering it had the credibility and cultural fluency that comes from operating in that specific market."
Five Disciplines. One Accountable Team.
Every engagement is led by a named engagement lead and supported by alliance partners selected for the specific challenge — giving clients access to Masters Of All Trades. The MOAT model is not consulting theatre — it is a curated network of principals who have held the roles they now advise on.
Commercial Strategy & Leadership
P&L diagnostics, go-to-market design, commercial transformation.
Field Force Excellence
Sales effectiveness, territory optimisation, competitive readiness.
Regulatory & Crisis
Compliance, crisis preparedness, authority engagement.
Pricing & Market Access
Positioning, reimbursement pathways, pricing governance.
Coaching & Leadership
Senior coaching, team effectiveness, capability programmes.
Regulated Rigour Meets Commercial Velocity
Life Sciences DNA
  • Compliance and regulatory navigation
  • Supply chain resilience and continuity
  • Product lifecycle risk management
  • KOL and stakeholder governance
FMCG DNA
  • High-frequency commercial execution
  • Digital transformation and e-commerce
  • Omni-channel go-to-market activation
  • Rapid pricing and portfolio execution
MOAT blends pharmaceutical governance with consumer-goods pace — an unusual combination that allows us to operate with rigour and speed simultaneously. Most consultancies are built for one or the other. MOAT is built for both.
"I Don't Just Advise on the Work. I've Done the Work."
Carried the P&L, Made the Difficult People Decisions, and Managed Through Crises Where Theoretical Frameworks Break Down
Simon Dunne
Founder, MOAT Alliance
Simon Dunne is a commercial leader with over 20 years of senior P&L leadership across Life Sciences and FMCG. Most recently Business Unit Director at Zoetis UK, managing a portfolio exceeding £200M, Simon has held leadership positions at Mars Pet Care / Royal Canin and Unilever.
He holds an MBA from Trinity College Dublin, is a trustee on the Board of Fairtrade Ireland, and a guest lecturer on commercial execution at the National College of Ireland. His career has been defined by one thing: closing the execution gap between strategic plans and commercial results.
Trinity College Dublin
MBA — Graduate School of Business
Zoetis UK
Business Unit Director, Companion Animal and Corporates, £200 million+ revenue.
Mars Pet Care / Royal Canin
Senior commercial leadership
Unilever
Commercial Leadership
Fairtrade Ireland
Trustee, Board of Directors

If your business is facing an execution challenge — a launch that needs accelerating, a field team that needs sharpening, or a plan stuck between the boardroom and the front line — the first step is a conversation. No obligation. No generic pitch. Just a direct conversation with someone who has led businesses like yours.
simon.dunne@moatalliance.ie moatalliance.ie
MOAT Alliance | Dublin, Ireland | moatalliance.ie
MOAT Alliance is a trading name of MOAT Collective.
Build a moat around your business.