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Leadership Team

As a result of our commitment to recruiting top talent we have a knowledgeable and highly experienced supply chain management team with end-to-end expertise, enabling us to provide a comprehensive and intelligent supply chain management service to some of the most successful retailers.

Meet the leadership team behind our business, our supply chain experts.

  • Claire Webb

    Managing Director

    Claire joined ASCG in October 2018, with a career spanning 22 years working in finance and the past 13 years within the retail sector. She joined from Go Outdoors where she held the position of CFO before becoming the company’s managing director in 2017. Prior to this, Claire was CFO at Maplin Electronics. 

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  • Ben Balfour

    Chief Operating Officer

    Ben is the COO for Advanced Supply Chain and his career in the business has spanned over 25 years. Joining the Company as an operator in 1993 Ben quickly showed initiative in spearheading innovative operational efficiencies that developed significant benefits to our customers.

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  • Louise Ayling

    Finance Director

    Louise has over ten years’ experience of finance leadership, predominantly in the retail sector. Prior to joining Advanced Supply Chain Group, Louise’s previous roles have included Head of Finance at GO Outdoors, leading the finance integration of the outdoor brands into the JD Sports Group, and various senior finance manager roles at WM Morrison Supermarkets within the commercial and group teams.

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  • Scott Barry

    Customer Operations Director North

    An important part of Scotts role as Customer Operations Director North is to find solutions for making supply chains better, faster, cheaper. This is the ‘Advanced Approach’ and means a lot of his time is spent planning ways to build truly integrated supply chains for customers to seamlessly bring together several different sources of supply, routes, locations, trade partners and sales channels.

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  • Linda Davison

    Customer Operations Director South

    Linda’s career began as a supplier to the retail industry across factory production planning, merchandising, and warehousing and distribution. For 15 years, she was Supplier Manager for BHS and the Arcadia Group, and involved with all aspects of the supply chain. She brings a wealth of knowledge, experience and understanding of the requirements and challenges of both supplier and retailer.

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  • Caroline Ellis

    Commercial Director

    In her role as commercial director, Caroline works with businesses to address the biggest challenges facing multichannel sales operations – namely minimising margin dilution, optimising stock inventory management and strengthening supply chain resilience.

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  • John Howe

    Client Development Director

    Having graduated from Loughborough University with a degree in Management, John spent 10 years in Asda Logistics. At Asda John led warehouse and transport operations before moving into Logistics Programme Management. He led acquisition projects for the Logistics division and project managed new Distribution Centre start-ups.

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  • Keith Lawrence

    Business Operations Director

    Keith joined ASCG in 2022 and brings with him two decades of supply chain and logistics experience, having spent most of those at Wincanton in a wide range of warehouse and operations management and leadership roles, supporting blue chip retailers’ supply chains.

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  • Steve Lovell

    IT Director

    Career History: Steve has over 20 years’ experience in IT Leadership roles across a number of sectors including mobile, customer communications and retail. He joined Advanced Supply Chain Group from Burberry following on from previous roles as CIO for Communisis and COO for Dialogue Communications.

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  • Will Robinson

    Business Solutions Director

    With a long background in software development and systems integration, Will Robinson implements tightly integrated and innovative solutions for customers that match the customer’s needs perfectly. Passionate about systems being easy to use, fast and accurate Will has implemented wholesale changes in how supply chain operations are run, maximising efficiency and visibility.

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  • Lisa Rowlinson-Brown

    People Director

    A chartered fellow of the Institute of Personnel and Development (CIPD), Lisa is the People Director for Advanced Supply Chain Group with more than two decades of industry experience. Having built a strong track record within high-growth, private equity-backed businesses, Lisa’s focus is on leading the transformation of culture for organisations and their people.

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  • Rory Watts

    International Freight Forwarding

    Rory was born and raised in South Africa. After leaving school and completing his National Service he spent 10 years in the South African Fire Service. He moved to the UK in May 2000 and without hesitation took a career opportunity in International Freight Forwarding.

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