Meet our leadership team
‘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.
Ross A Lee founded the business in 1986, originally as Trent Valley Labels. After strong growth, TVL Systems was created to support an expanding product and service portfolio, and in 1999, these units came together under The Barcode Warehouse brand - a name now synonymous with advanced technology solutions, innovation and first-class customer service.
Under Ross’s leadership, the company has achieved substantial growth, adding many of the UK’s largest and most recognisable business brands to its customer portfolio. Today, it stands among the nation’s leading technology solution providers to private and public sectors, supporting the front-line operations of healthcare, warehousing and logistics, retail, and manufacturing.
Ross’s leadership philosophy is rooted in three principles:
“Customer is king” “People buy from people,” and “Always exceed expectations.”
These values have driven the company’s consistent growth and its reputation for delivering exceptional service.
As a hands-on chairman, Ross remains actively involved in strategic planning and represents the business at key supplier conferences with global technology brands, ensuring TBW continues to influence future solutions and set new benchmarks for excellence in the industry.
Jo Lee is not only a key member of the leadership team, but she’s also part of the family that built The Barcode Warehouse from the ground up. Joining in 1986 when the business was founded as Trent Valley Labels, Jo has been central to its transformation from a small team of three into a thriving organisation of over 220 employees.
As HR & Customer Services Director, Jo oversees all aspects of human resources and customer service, fostering a positive, inclusive company culture. She has successfully developed HR policies to support growth and is responsible for the company’s accreditation and compliance systems, including ISO 9001 and ISO 27001, ensuring operational excellence, compliance and trust.
Jo also plays a key role in shaping TBW’s sustainability journey, overseeing initiatives that support the company’s long-term environmental goals. This includes championing major investments such as the installation of TBW’s solar roof, helping to reduce carbon impact and drive more sustainable operations across the business.
A true advocate for corporate social responsibility, Joanne leads TBW’s CSR approach with its strong roots in local community support and charity outreach. She works closely with local organisations to support initiatives for young people and fundraising activity for regional charities. Her personal commitment goes even further, actively fundraising for causes including the Armed Forces charity SSAFA, and completing the London Marathon in 2025.
Under Jo’s leadership, TBW has also recently secured the ERS Silver Award, recognising the company’s ongoing commitment to supporting the Armed Forces community.
Ross’s journey with The Barcode Warehouse began during school holidays, where he discovered a passion for the family business. At 18, he joined full-time after leaving Nottingham High School in 2002 and quickly immersed himself in developing TBW’s e-commerce platform helping to build what is now one of the leading websites of its kind featuring some of the world’s biggest and best-known technology brands and solutions.
Today, as Business Development Director, Ross drives growth through strategic partnerships and is focussed on ensuring TBW stays ahead of industry and technology trends, delivering solutions that meet evolving customer needs and strengthen TBW’s position as a market leader.
Alpesh joined The Barcode Warehouse (TBW) as Chief Financial Officer in March 2024, bringing with him nearly 30 years of financial and operational leadership experience. His career spans a wide range of sectors including B2B retail, healthcare and business services, with a proven track record of delivering strong financial performance and driving sustainable growth.
Throughout his career, Alpesh has led finance functions across complex organisations, overseeing manufacturing, service, R&D, sales, logistics and distribution. He has consistently created value through a combination of organic initiatives, mergers and acquisitions and operational transformation each time helping businesses scale, adapt and thrive in competitive markets.
Alpesh explains:
“Digital transformation is the cornerstone of future growth and customer value creation. As CFO, my focus is on aligning commercial objectives with technology investments and strategic partnerships to deliver solutions that enhance customer relationships, drive innovation, and open new market opportunities. By combining insight with agility, we enable the business to adapt quickly and thrive in a competitive landscape.”
Prior to joining TBW, Alpesh held senior CFO positions at Cantel Plc and Getinge Plc, as well as in SMEs and private equity-backed businesses. He began his career at PricewaterhouseCoopers, where he qualified as a Chartered Accountant, building the foundation for a career dedicated to financial leadership and operational excellence.
Liam Reid has built his career at the intersection of technology, operations and commercial growth and plays a central role in shaping how The Barcode Warehouse (TBW) delivers and scales its technology solutions to meet customer needs. He is known for his strong delivery mindset and proven ability experience to take complex challenges and develop practical, high-impact solutions for industry.
He first joined TBW in 2005, establishing the Technical Support function and supporting major early deployments including the Royal Mail rollout. This laid the foundations for what would become TBW’s Managed Services offering.
After a period outside the business, Liam returned to TBW in 2015 in a senior leadership role. With a brief to drive growth and formalise the service models, Liam has helped to drive European expansion, securing major enterprise customers across logistics, aviation, transport and logistics, warehousing and manufacturing.
More recently, he has led TBW’s innovation agenda heading up the development launch of the Innovation and Customer Experience Centre, a flagship facility designed to help customers to find out about and test the latest and emerging technologies including RFID, AI and vision technology.
Now in his new role (May 2026) as Technology and Service Development Director, Liam leads the evolution of TBW’s Technology Solutions, Innovation and Customer Experience Centre as well as TBW’s Managed Service delivery capabilities.
With a clear focus on scaling innovation into commercially impactful services Liam says: “The real opportunity lies in connecting innovation with execution, building services that don’t just showcase what’s possible but deliver tangible value at scale.”
James Spriggs is the Legal & Compliance Director at The Barcode Warehouse and leads the organisation’s legal and compliance function, across commercial operations, procurement and partner relationships. With a background spanning private practice, construction, public sector and high-value engineering projects, James brings a pragmatic, commercially focused approach to legal leadership.
Having trained and qualified within a leading regional law firm, James built his early career specialising in personal injury and litigation before broadening his expertise into construction law and complex commercial agreements. His transition into industry saw him take on senior roles across construction, local government and global manufacturing, advising on major infrastructure projects, public procurement frameworks and complex international contracts.
Before joining The Barcode Warehouse in 2023 as Head of Legal, James held senior legal positions at Lincolnshire County Council and JDR Cables, where he was responsible for negotiating high-value contracts supporting offshore wind infrastructure projects. This breadth of experience has given him a strong understanding of risk, regulation and the operational realities of delivering large-scale commercial programmes.
At TBW, James plays a central role in shaping robust, scalable governance frameworks to support business growth. He leads on all aspects of commercial contracting, while ensuring the business remains aligned with changing regulatory requirements and best practice compliance standards.
Working cross-functionally, James has embedded legal and compliance considerations into everyday decision-making. He has been instrumental in strengthening the company’s tender and bid processes, introducing a structured, business-wide approach to improve consistency and accountability. As a key gatekeeper for tender submissions, James works closely with stakeholders to ensure proposals are commercially sound, compliant and aligned to strategic objectives.
Appointed as TBW’s Legal Director in 2026, James says: “Having strong legal structures and processes in place is a key component of sustainable growth and success.”
Marc Barnes is the Enterprise Sales Director at The Barcode Warehouse, where he leads the company’s enterprise sales function across warehousing & logistics, retail, healthcare and manufacturing. A commercially focused sales leader with more than two decades’ experience in technology and managed services, he is known for combining strategic insight with a practical understanding of how technology performs in demanding operational environments.
Having joined the business in 2013, Marc has played a central role in driving growth and strengthening long-term customer and strategic partnerships. He was appointed to the senior leadership team in 2025 after building a strong track record in enterprise solution sales and key account management.
Marc specialises in helping organisations use technology to improve efficiency, resilience and long-term business performance, particularly across distribution, warehousing and logistics operations. His leadership style is collaborative and customer-focused, with an emphasis on delivering solutions that create measurable value beyond implementation.
Prior to joining The Barcode Warehouse, Marc spent almost a decade at Quadient (formerly Neopost), where he held a series of national account management roles and developed expertise in B2B sales, enterprise services and customer growth strategy.
Hayden joined The Barcode Warehouse (TBW) as Marketing Director in October 2024, bringing with him a wealth of Marketing experience from across a variety of sectors including media and telecommunications, logistics, energy and automotive.
Throughout his career, Hayden has developed marketing strategies founded on transforming services and solutions into market-leading propositions that deliver sustainable business growth. He has built and led marketing teams in delivering multi-channel go-to-market strategies across Europe.
Hayden says: “What The Barcode Warehouse delivers for its customers is just incredible. I don’t think I’ve ever worked for an organisation that underplays what it does quite so much. The challenge I have is less about creating value and much more about how we can more effectively connect our customers to the value that sits across our vast portfolio of products, services and solutions.”
Prior to joining The Barcode Warehouse, Hayden held marketing leadership positions in car retailer Motorpoint, logistics providers FedEx and TNT Express, energy provider npower, as well as media and telecommunications companies Sky, T-Mobile and Carphone Warehouse.
Mark Duignan is an experienced operations leader with over two decades of expertise in technical services, managed services and logistics-based environments. As Managed Services Operations Director at The Barcode Warehouse, Mark plays a central role in leading cross-functional teams to deliver consistently high levels of customer service and operational performance.
He joined The Barcode Warehouse (TBW) in 2004, initially working as a Field Service Engineer. Through a combination of technical expertise, leadership capability and a strong customer focus, he progressed to Technical Services Director and now leads Managed Services Operations. In his current role, Mark works collaboratively across all Managed Services teams to ensure seamless service delivery, continuous improvement, and an exceptional customer experience.
Prior to joining TBW, Mark built a solid operational foundation at both the Wolseley Group and Dixons Group, where he managed fast-paced warehouse and logistics operations, including rapid-response environments.
Mark is known for his pragmatic approach and an ability to bring teams together to deliver complex services at scale. His expertise spans managed services, enterprise mobility and technical support functions, enabling him to drive continuous improvement while maintaining a strong customer-first mindset.
