Russ Simper (Managing Director)
Russ is an experienced, strategically minded business leader who works closely with SME owners and senior management to remove the burden of day-to-day operations and drive sustainable commercial performance. Commercially astute and highly organised, he focuses on what matters most to business owners: sales growth, margin improvement, cost control, customer experience, and strong team performance.
He has successfully led businesses through start-up, growth, acquisition integration, and sales, often stepping in during periods of significant change. Russ is known for his hands-on leadership style, his ability to bring clarity to complex situations, and his commitment to delivering measurable results while building engaged, high-performing teams.
Selected Experience & Achievements
The Webb Group (UK)
Russ restructured and consolidated the organisation, relaunching the trading function from the ground up and reducing non-sales headcount, delivering savings of approximately £500,000. He built new commercial teams, including Channel Managers, Buyers, and Merchandisers, and introduced improved marketing processes and internal procedures. This resulted in a 20% increase in retail sales and a 4% improvement in mail order operating margins, while rationalising over 4,000 slow-moving product lines. He also negotiated improved supplier trading terms and introduced new rate-card trade marketing initiatives, generating £250,000 in cash, before working alongside the CEO through the acquisition of the business by Endless LLP.
Nicocig Ltd (UK)
Russ conducted a full, root-and-branch review of the business, leading to complete departmental restructuring, new HR processes, and a company-wide change management programme. He oversaw the introduction of a new CRM system, redefined sales procedures for territory managers, and implemented new appraisal and performance frameworks. Russ played a leading role in guiding shareholders, management, and employees through the transformation and subsequent sale of the business. The company was successfully acquired by Philip Morris International, delivering shareholder value of CHF 178 million. He then took sole responsibility for the due diligence process, including data room management, financial disclosures, and asset declarations.
What Clients Say
“Through some of the most challenging market conditions of modern times, Russ consistently delivered and exceeded his brief, enabling credible and profitable outcomes. He combines strong commercial focus with exceptional people skills, clear leadership, and rigorous planning.”
— Adam Smith, Director
“Russ joined us at a time of enormous change and quickly gained a deep understanding of the business. His practical, no-nonsense approach, sound judgement, and integrity made him a trusted advisor to both the Board and leadership team.”
— Joe McNicholas, CEO
Ibrahim Murad, MBA (Operations, Commercial & Compliance)
Ibrahim is a highly experienced operational and commercial leader with over 30 years’ experience supporting organisations across multiple industries, with a particular depth of expertise in the UAE. He works closely with business owners and leadership teams to improve operational performance, strengthen governance, and unlock sustainable commercial growth.
Naturally analytical and solution-focused, Ibrahim is known for his ability to manage complex organisations, develop teams, and deliver results in highly demanding environments. His experience spans strategy, compliance, new product development, market entry, and large-scale operational leadership, supported by a strong understanding of cross-cultural business practices across the Middle East and beyond.
Selected Experience & Achievements
Hains Watts Accountants (UK)
Ibrahim developed and delivered innovation support programmes for SMEs, including Innovation Vouchers and funded workshops across Leicester and Leicestershire. He led external engagement with regional and national initiatives, including Manufacturing for Growth and NBV, and coordinated internal collaboration with university-led programmes. Working closely with academics from the University of Leicester’s School of Business, he successfully delivered seven funded SME support projects and supported the development of Knowledge Transfer Partnership (KTP) initiatives. Ibrahim also co-founded and serves as President of the University of Leicester Gulf and Levant Alumni Community, connecting over 2,500 alumni across ten countries and strengthening commercial and academic links between the UK and the Middle East.
Advanced Metal Works FZCO (Dubai)
Ibrahim established commercial operations from the ground up, building and leading a team of 15 sales managers, project managers, executives, and administrative staff. He led innovation and product development initiatives, overseeing prototyping, testing, and market launch of multiple product lines including cable management systems, racking solutions, precision fabrication, and stainless-steel structures. He initiated strategic alliances and joint ventures, developed supplier networks, created the company’s corporate identity, and implemented pricing, costing, and estimation frameworks. Ibrahim also led major tendering efforts for large-scale regional projects, including developments in Riyadh, Abu Dhabi, and Taweelah, implemented ERP systems, and guided the organisation to achieve ISO 9001, ISO 14001, and OHSAS 18001 certification within nine months of operation.
Technical Metal Industrial (Abu Dhabi, UAE)
Ibrahim held full responsibility for the business unit, including P&L, production, sales and marketing, supply chain, and business development. He established internal processes across production and commercial functions and successfully secured registration and approval of products with major international contractors, including Petrofac, Kentech, SNC-Lavalin, Hyundai, and Samsung. Under his leadership, the business unit increased turnover four-fold in non-project sales, while strengthening sales capability across teams based in Dubai, Abu Dhabi, and the Northern Emirates.
What Clients and Colleagues Say
“Ibrahim is a true leader who motivates and inspires through his own example. He builds trust quickly, shares his knowledge generously, and brings people together to achieve results.”
— Olga Platonova, Business Product Strategist
“Ibrahim is highly results-oriented, with a strong ability to network and manage at senior levels. I would not hesitate to recommend him for complex, high-level challenges.”
— Patrick B. Kabonogo, Cybersecurity & Strategic Consultant
“Ibrahim combines commercial acumen with an open, collaborative approach. He is exceptionally capable of developing markets and leading diverse teams across cultures.”
— Saiful Islam, CFO
“Ibrahim is a professional, customer-focused leader with strong business judgement. He consistently brings practical solutions that enhance organisational performance.”
— Tarek T, Founder, 2 Interactive
Daniel Clee - Marketing
Daniel is a strategic marketing leader with over a decade of experience helping SMEs strengthen their market position through clear brand strategy, demand generation, and customer engagement. He works with leadership teams to align marketing activity with commercial objectives, ensuring campaigns are both creative and measurable.
His experience spans brand development, digital transformation, and integrated marketing across fast-growing businesses. Collaborative and practical in his approach, Daniel works closely with sales, product, and executive teams to deliver consistent messaging, improve customer experience, and accelerate sustainable growth. Alongside his marketing expertise, Daniel is also an experienced film and video producer, supporting businesses in developing effective content, video, and production strategies that bring their brand to life in a clear and commercially focused way.
Kevin Mark-Watts – Author (Personnel)
Kevin is an experienced HR strategist, executive coach, and business mentor with a strong track record supporting leaders and senior teams through periods of change. He served as Human Resources strategist to businessman and media personality Simon Jordan for over 15 years, including during his tenure at Premier League football club Crystal Palace.
Alongside his advisory work, Kevin operates as a non-executive director and works extensively with SMEs to strengthen leadership capability, team performance, and organisational culture. He is a published author and keynote speaker on his book The Ten Ten-Minute Rules, and delivers practical workshops focused on leadership development, executive coaching, and sustainable change.
Adrian Chase (Business coach)
Adrian is a business and personal development coach who works with leaders to build self-belief, strengthen communication, and create clarity around both professional and personal goals. He supports individuals in identifying underlying challenges that may be limiting performance, helping them develop practical strategies to move forward with confidence and direction.
His coaching approach focuses on improving decision-making, personal effectiveness, and working environments, enabling clients to perform at their best while maintaining balance and focus. Adrian is known for his supportive, structured style and his ability to help leaders align their actions, mindset, and environment with the outcomes they want to achieve.