About
Background and Approach
Brett Lyons
CEO
Brett Lyons is a commercial and revenue growth executive with 20+ years of experience shaping enterprise strategy, scaling high-growth businesses, and governing complex partnership ecosystems across AI, SaaS, consumer technology, and sports and branded entertainment.
Brett most recently served as the Chief Commercial Officer at ai.io, a London based technology company where he oversaw commercial strategy, partner economics, and go-to-market governance across a portfolio of AI-driven platforms, including aiScout, aiLabs, and 3DAT. In this capacity, he held full P&L accountability and architected enterprise alliance frameworks with Intel, Samsung, AWS, Google Cloud, Deloitte, Gatorade, and the San Francisco 49ers, structuring first-of-kind commercial agreements across technology ecosystems with no existing precedent or playbook. The partnerships and commercial infrastructure Brett put in place were instrumental in attracting HUMAIN, the Saudi Arabian Private Investment Fund, to acquire a controlling stake in the business.
Previously, Brett spent eight years at Intel Corporation, where he directed marketing strategy, strategic partnerships, and business development across Intel’s master brand, intel's venture arm - Intel Capital, and Intel Sports, overseeing multi-year alliance relationships across media, sports, and technology verticals, and serving as the senior external voice for Intel’s global innovation businesses with enterprise customers and industry audiences worldwide.
Prior to Intel, he served as Chief Revenue Officer of Match Entertainment, where he scaled a multi-platform partnership and distribution business from inception to $9M+ in annual revenue in the first year. In previous roles as Senior Vice President of Sales and Business Development at Madison Road Entertainment and Nearware Networks, he built a new commercial models for branded content partnerships and advertising that drove 3x year-over-year revenue growth.
Today, Brett works independently through Commercial Layer, partnering with early-stage and growth-stage companies around the workd that have something real and need someone who knows how to make the market pay for it.
In addition to his executive career, Brett has served as a Strategic Board Advisor to Brand Storytelling and ROI Influencer, as a Board Director of Atomic World Media, and as a mentor to the International Olympic Committee’s Athlete 365 Program and Zero Prostate Cancer. Brett is based in Phoenix, Arizona, where he lives with his wife and two daughters.
Our Philosophy
The gap between a great product and a great business is almost always commercial. It's rarely the technology that stalls a company. It's the pricing that doesn't hold, the partnership that never closes, the go-to-market that launches without traction. Brett has spent his career building the infrastructure that closes that gap, for companies at the earliest and most consequential stage of their commercial life.
What he has learned is that no two companies get there the same way. There is no playbook that transfers cleanly from one product, one market, or one moment to the next. What transfers is the judgment, knowing which partnerships are worth structuring, which pricing models will scale, which deals to walk away from, and which markets are ready to move. That judgment is what Commercial Layer brings.