The Architecture Team.
Built to see the system from every angle.
Each member of the leadership team owns a distinct layer of the commercial architecture.
Different layers. One standard.
Perspectiv does not operate like a conventional agency. We do not assemble teams around campaigns, channels, or tactics.
We assemble around architecture.
When Perspectiv evaluates an entity, the diagnosis is never narrow, fashionable, or channel-led.
It is structural.
Sax Greenway
Founder and Commercial Systems Architect
“Light blinds at the source. The problem is rarely where everyone is looking.”
Sax Greenway is the Founder and Commercial Systems Architect of Perspectiv, bringing 27 years of experience in identifying and structuring commercial evolution at the intersection of behavioural science, technical systems, and market-ready architecture.
Throughout a career defined by early identification of structural shifts, Greenway pioneered commercial models in behavioural web architecture, native advertising, and omnichannel commerce. Publicly nameable brands Sax Greenway has worked with include Confetti.co.uk, Samsung, Arco, Siemens, Fujitsu Siemens, Acer, and Red Bull. Additional enterprise and principal mandates are conducted as private engagements under NDA.
See the shift early. Architect before consensus. Build the system the market later needs.
Marinka Sjoberg
Vice President of Strategic Partnerships
“I turn relationships into strategic momentum. The right alliance can change the trajectory of an entity before the market realises why.”
Marinka Sjoberg directs the relationship layer essential for high-stakes commercial momentum, bringing over 30 years of specialized experience in international communication, negotiation, and stakeholder management across complex institutional and private-client environments.
Within the Perspectiv framework, she facilitates the precise connections required to move high-value entities through strategic pathways, ensuring that access and influence are managed with systemic precision.
Lee Baker
Vice President of Operations
“I turn strategic intent into operational reality. My focus is precision, sequence, and making sure the system can carry the weight of the opportunity.”
Lee Baker translates complex strategic architecture into rigorous operational reality, drawing on a 35-year background in operational leadership and execution systems that maintain stability during rapid transformation.
At Perspectiv, she provides the discipline necessary to move architectural corrections from theory to implementation without creating internal noise, ensuring the entity can carry the weight of new commercial opportunities.
Arthur Legere
Vice President of Scale and Alliances
“Scale is not just more activity. It is the right structure, the right alliances, and the right sequence of moves.”
Arthur Legere specializes in the implementation pathways and alliance structures required for scalable commercial momentum, bringing 25 years of experience in management and high-level program leadership.
He translates architectural diagnoses into sequenced scale plans, working closely with clients and partners so ambition never outruns underlying operational capacity.
Dr Isabel Castillo
Director of Signals and Quantitative Intelligence
“Data only matters when it is interpreted accurately. My role is to separate useful signal from assumption, noise, and unsupported belief.”
Dr Isabel Castillo brings diagnostic discipline and quantitative precision to the firm’s assessment layer. As a qualified medical doctor, she applies clinical rigor from high-stakes healthcare, fintech, and regulated operations.
She safeguards the integrity of Perspectiv Entity and Outside-In Assessment diagnostics by identifying where signals are distorted by incomplete information, ensuring the architecture of trust is grounded in verifiable evidence.
Institutional perspective where it matters.
Eduardo R. Abreu
Strategic Advisor, Institutional Trust and Digital Asset Infrastructure
“Trust infrastructure is not theoretical. It has to operate inside real markets, regulated systems, payment networks, asset platforms, and institutional environments.”
Eduardo R. Abreu brings senior leadership experience across institutional asset management, digital assets, blockchain product strategy, payments infrastructure, and regulated financial systems, including leadership within an S&P 100 payments network.
At Perspectiv, Eduardo strengthens the firm’s perspective on digital trust infrastructure, identity verification, and the commercial realities of operating in markets where credibility must be engineered into the system.
An expertly engineered commercial system hits much harder than just being everywhere.
Perspectiv exists for those whose value is misread by the market.
Some will seek us out. Others we will identify from the outside because the issue is already visible.