At TBW, Alison has grown alongside the business, holding roles including Office Manager, Sales Manager for Labels & Consumables and now Business Support Manager for the division. She has been central to implementing new systems, managing supplier and customer relationships, and leading key projects across tenders, pricing, and product development.

Alison explains: “Labels have been at the heart of my career for three decades. I’ve always believed in putting the customer first, finding the right materials and making sure we deliver true value. I’m constantly looking at new products and ideas. It keeps the work exciting and ensures we’re always at the forefront of the industry.”

Alison combines her deep technical knowledge with a passion for research and development, helping to bring innovative new products to market and ensure TBW’s consumables portfolio meets evolving customer needs. Her inquisitive nature and drive to understand how things work continue to set her apart as a trusted industry specialist.

With nearly three decades of public and private sector experience, Peter has dedicated his career to supporting those who serve on the front line. Before joining The Barcode Warehouse (TBW) he held senior roles across the Fire Service, Armed Forces, consultancy and technology, giving him a rare blend of operational credibility and industry expertise.

Peter served in the Armed Forces as both a regular and reserve soldier from the mid-1990s through to 2020 and then in the Fire Service in a range of operational roles. As Coordinating Officer, he was responsible for ensuring that capability for multi-agency incidents was effective and agile, working closely with the NHS, Police and Ministry of Defence to deliver joint training and assurance.

In the private sector he applied this real-world knowledge on a wider scale. At Capita he oversaw the creation of specialist training for emergency services and defence, helping government agencies close capability gaps in national security and preparedness. Later he became a subject matter expert in emergency services, defence and healthcare across EMEA, shaping approaches to complex environments and ensuring that first responders, healthcare professionals and government bodies had the tools they needed to deliver critical services.

Alongside these roles Peter also worked as a consultant in the UK and overseas, supporting governments and agencies including NATO and the European Defence Agency to prepare multi agency teams for terrorist incidents and major emergencies.

At TBW Peter leads the Healthcare and Government team, supporting customers in delivering the services that keep communities safe and healthy. His role combines working directly with customers in their environments, mentoring his team and sharing market insights to keep TBW ahead of the curve.

Reflecting on his approach, Peter says: “I am a pragmatist by nature. My knowledge has been built through real world exposure and practical engagement, often walking in the same shoes as my customers. That shared experience creates trust and mutual respect which underpins everything I do.”

Although still relatively new to TBW, Peter has already been impressed by the support and collaborative culture. With training and leadership development now in reach, he is excited to continue growing in his role and giving back to the wider team.

With over 30 years of retail sector experience, working with major UK and global retailers, Jason Datt has spent much of his career to date in senior roles at Symbol, Motorola and Zebra, primarily within their retail teams. This has given Jason a deep understanding of the technology landscape and how it can be applied to solve real-world retail challenges.

Day-to-day, Jason is responsible for running the retail arm of The Barcode Warehouse (TBW) and collaborates with teams across technology, innovation and sales to strengthen the retail service offering for TBW’s larger retail enterprise accounts.

Jason reports that his current focus is on working with retailers to develop bespoke retail technology solutions that address the many in-store challenges and opportunities that retailers face. 

Jason’s expertise has been built over many years through direct engagement with a wide range of retail organisations and working alongside a diverse mix of retail teams, including store managers, IT departments, operations leaders, supply chain and logistics teams, as well as ecommerce and customer experience specialists.

Jason believes it is important to take a consultative approach with customers, spending time to really understand their specific challenges and pain points to ensure we develop tailored, effective solutions.

Jason explains:

“At TBW, our goal is always to deliver real value and support the rollout of effective solutions across retail operations. Having spent time on the shop floor, in distribution centres, and with home delivery teams, I’ve seen first-hand what works and what doesn’t. I’ve led successful proof-of-concept initiatives that have scaled to hundreds of stores and have worked in the role of trouble-shooter to remedy situations that have gone off track.”

“The Innovation and Technology Customer Experience Centre along with our talented technology teams, gives us a strong platform to support retailers as they navigate digital transformation. It’s great to be part of a company that’s genuinely helping retailers meet today’s challenges.”

With over a decade of experience in project and service delivery, Sam Cree has built her career on driving operational excellence and leading high-performing teams. Before joining The Barcode Warehouse (TBW), Sam spent eight years at Millward Brown, a global data, insights and consulting company, where she worked with leading international brands such as Gillette, GSK, Johnson & Johnson and Heineken. This gave her a strong grounding in client delivery and stakeholder management in fast-paced, demanding commercial environments.

Sam joined TBW’s Projects team in 2012 and has since progressed through a series of senior roles, including Project Manager, Head of PMO and Head of Professional Services, before becoming Head of Managed Service Integration and Delivery. Along the way, she has led projects for major clients such as Royal Mail Group, Kingfisher Group and Menzies Group, and played a key role in supporting TBW’s global expansion efforts.

In her current role, Sam leads both the Project Management and Build & Release teams, ensuring seamless service integration, high-quality project execution and continuous delivery excellence. Day-to-day, she focuses on aligning delivery with business goals, driving efficiency, and supporting her teams so they can consistently exceed customer expectations.

Sam explains:

“My role is all about ensuring that our teams deliver seamless, high-quality services that meet the needs of our customers today. At the heart of it is being prepared, creating the right processes, empowering the team and keeping on track with business goals.”

Known for her supportive leadership style, Sam is passionate about empowering her teams and helping individuals grow in their roles. She sees her own success as being closely tied to the success of those around her and invests time in mentoring, developing skills, and creating an environment where people feel confident to take ownership.

Sam’s expertise has been shaped by hands-on delivery, structured training and working on a range of projects across industries and global markets. This combination means Sam has  technical knowledge and an ability to lead people through change all helping TBW maintain its reputation for service excellence.

With more than a decade of technical and customer facing experience, Paul Carlson has built his career on helping organisations harness technology to improve efficiency and performance. Before joining The Barcode Warehouse (TBW) he spent nine years working across enterprise mobility and industrial automation, gaining wide experience in handheld devices, scanning solutions, network design and infrastructure planning.

At TBW one of his key roles is evolving the look and feel of TBW’s Innovation and Customer Experience Centre, to ensure customers can test and explore emerging technologies in a collaborative environment. His work ranges from delivering end to end solutions and proof of concept projects to developing mobile device management (MDM) strategies and hosted environments that supported enterprise-wide deployments.

Paul’s career began at Mouchel Traffic Support, a large parking and enforcement software company, where he started out configuring handheld devices. What began as a one-person role grew into a team of 15 across Liverpool and London which Paul built and led from the ground up. This early experience of leadership and technical delivery laid the foundations for his future career.

At TBW Paul now leads the Technical Solutions team, balancing strategy with day-to-day delivery. He allocates work across the team, supports training and development and acts as a key point of contact for colleagues, customers and partners. He also plays an active role in evaluating technologies for TBW’s Innovation Centre to ensure customers benefit from the latest innovations.

Reflecting on his approach, Paul says: “I have always made a point of getting hands on with new technologies and working closely with partners so that I can bring the most relevant practical solutions to our customers. That real world experience has been central to my development and is something I continue to prioritise today.”

Though only eight months into his journey at TBW, Paul has already made a strong impact. He credits his colleagues for the support and trust that has allowed him to make changes quickly while developing his leadership skills through training and mentoring.

With extensive experience in RFID and RTLS technologies, Simon Barnsley joined The Barcode Warehouse (TBW) in 2021 after working at Zebra Technologies as part of their Professional Services Team. His expertise in real-time location systems was strengthened through high-profile projects such as the award-winning RFID implementation at Hull University Teaching Hospital, where he acted as Implementation Manager.

At TBW, Simon is part of the dedicated Technical Solutions Team. His day-to-day role focuses on supporting colleagues across Sales, Enterprise and Business Development with RFID and RTLS enquiries, helping customers understand the potential of these technologies and design solutions tailored to their needs.

Simon also plays an active role in TBW’s Innovation and Customer Experience Centre, demonstrating live use cases of RFID in action and showing customers how the technology can transform their operations. This hands-on exposure has deepened his knowledge of both hardware and software partnerships, while building strong relationships across the industry.

Simon explains:

“My role is about helping customers see the true potential of RFID and RTLS. By showing the technology in action, we can design solutions that genuinely solve problems and unlock new opportunities.”

Since joining TBW, Simon says he has valued the support, collaboration and freedom to shape his own direction, describing the company culture as one where colleagues help each other succeed and feedback is encouraged.