Meet our leadership team
We’re entrepreneurs, innovators, strategists, enablers and tech enthusiasts
‘People buy from people’ and helping you work smarter, faster, better means having an experienced, passionate and multi-skilled team leading our business. Meet the people behind a business that meets your challenges, improves your performance and keep its promises.
"This is, and always will be, a people-run business, a business where people go the extra mile and look to innovate and lead the sector." - Ross A Lee, Chairman & Founder
Ross A Lee - Chairman
Ross formed our business in 1986 as Trent Valley Labels. After solid growth TVL Systems was formed to cover the original company’s expanding product and service portfolio. These business units were combined under ‘The Barcode Warehouse’ brand, which was incorporated in 1999.
In his role as Chairman of Barcode, Ross continues to promote his business philosophies – ‘customer is king’, ‘people buy from people’, and ‘always exceed expectations’. These principles have continued to drive the continued year-on-year growth of the business.
Ross is a hands-on chairman and is involved in regular planning and strategy meetings. He also provides important external exposure for Barcode at key supplier conferences (including global brands such as Motorola and Honeywell), where new technology and product road-maps are formed.
Joanne Lee - HR & Customer Services Director
Another family member, Joanne began working for Barcode in 1986 when the business formed as Trent Valley Labels. After solid growth TVL Systems was formed to cover the original company’s expanding product and service portfolio. These business units were combined under ‘The Barcode Warehouse’ brand which was incorporated in 1999.
Joanne’s role encompasses managing the Customer Service Team and the engineers and technicians in the Barcode Service Centre. As our HR Director Joanne has successfully created, implemented and managed our HR policies and processes as necessary as we grew from just a team of three people to more than 200 in a business with revenues now exceeding £50M. She is responsible for the company’s Management Systems, incorporating ISO 27001 and ISO 9001.
Ross J Lee - Business Development Director
Ross first developed a passion for the family business while working with us during his school holidays. He then joined Barcode full time aged 18, immediately after leaving Nottingham High School in 2002. Armed with a solid overview of the business, Ross spent his early years at Barcode developing his skills in e-commerce. With the success of the Barcode Warehouse website, this is where he maintains his focus today. As part of the management team Ross works with colleagues and key partners to ensure that the company continues to adapt and embrace industry and technological trends. He is also committed to meeting the ever-evolving needs of our customers, helping them improve business performance and maintaining Barcode’s position as market-leader.
Mark Duignan - MS Operations Director
Before joining Barcode in 2004, Mark worked at both the Wolseley Group and Dixons Group, managing a rapid response warehouse and logistics operation. At Barcode he started as a field service engineer before progressing to Technical Services Director and then to his current role as MS Operations Director. Mark manages and work collaboratively across all the MS teams to maintain and continue to drive our high customer service and experience.
Jayesh Batavia - Business Development Director (Sales)
Jayesh has a wealth of experience, with over 30 years in the Auto ID and Barcoding Industry, he's held multiple senior positions including; Sales Director, EMEA Sales Director and Business Development Director – Sales.
Before joining The Barcode Warehouse in 2014, Jayesh was responsible for developing channels for printer manufacturers, also creating a channel of resellers for major distributors and responsible for managing major accounts..
