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.

Paul has recently been promoted to Head of Technology and Innovation at TBW, reflecting his growing impact on the company’s strategic direction. He leads the Technology Solutions and ICE (Innovation and Customer Experience) 10 strong team and has responsibility for shaping and delivering the technology roadmap to drive innovation, strengthen market position and deliver long-term customer value. His leadership approach is grounded in solid operational experience, having built and scaled a multi-site technical team early in his career at Mouchel Traffic Support.

Paul plays a key role in evolving the Innovation and Customer Experience Centre, creating a hands-on environment where customers can explore and test emerging technologies. He works across end-to-end solution design, proof-of-concept development and enterprise mobility strategies, ensuring solutions are practical, scalable and aligned to real-world needs.

Now operating at a strategic level, Paul combines vision with technical expertise to guide both teams and customers through an evolving technology landscape, while helping shape TBW’s innovation agenda.

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.”

His career has spanned the building society sector, managed services and public sector organisations, before progressing into senior roles in IT support, network engineering, service delivery and technical operations.

At TBW, Andy leads the Service Delivery team, ensuring smooth operations and empowering his people to excel. His day-to-day focus is on removing obstacles, refining processes, and driving improvements that make service delivery seamless and efficient. A believer in the principle “Don’t blame the person, blame the process”, Andy is spearheading initiatives to streamline workflows, strengthen customer engagement and embed a consistent way of working across his team.

Andy explains:

“It’s important to me that my team can do their job without obstacles. My role is to guide, support, and back them, while making sure we’re always looking for better ways of working that improve life for our customers and for us as a team.”

Having successfully implemented ITIL practices and service improvement frameworks across different environments, Andy has developed a pragmatic, hands-on approach to service leadership. He is also passionate about developing people, preparing them for their next step and trusting them to seize opportunities.

Since joining TBW, Andy’s impact has been recognised quickly, earning him promotion to Head of Service Delivery within just a few months. He is enthusiastic about building on this momentum to ensure TBW continues to deliver outstanding customer service and technical expertise.

Beyond his career, Andy channels his energy into wildlife conservation. He leads the Loughborough Peregrine Project, which has installed nesting platforms and monitoring cameras for peregrine falcons, and has launched a Midlands-wide initiative to create smart nesting boxes for little owls, combining solar-powered technology with his love for nature.

Richard Brown joined The Barcode Warehouse (TBW) 18 years ago, straight after completing his Computing degree at the University of Lincoln. Initially expecting to stay just six months he’s built an impressive career, becoming a driving force behind TBW’s technical support capabilities and innovation.

Richard plays a pivotal role in bridging technical expertise with customer engagement. He co-leads technology solution sessions alongside account managers and technical teams, serving as a key escalation point for complex issues. This approach not only showcases TBW’s capabilities and innovations but ensures technical customer relationships are effectively supported.

Richard began his journey on the Service Desk as a 1st-line agent, quickly spotting opportunities to improve training for new starters. Within two months he was leading training himself, which soon became a formal part of his role. He later co-founded what would become TBW’s Build and Release function, creating a structured, repeatable process for device configuration and deployment that scaled across multiple customers and devices - an approach that was ahead of its time in the industry.

Today, Richard is TBW’s Support Services Technical Lead. His role focuses on onboarding new and emerging technologies, ensuring they are fully embedded into business-as-usual support. From testing and learning how new solutions work, to training support teams and establishing operational processes, Richard makes sure TBW is always prepared to deliver technical excellence as customer needs evolve.

Richard explains:

“When a new solution arrives, I take ownership of it; I learn about it, test it and train the teams until it’s ready for business as usual. It’s about making sure we can support our customers confidently from day one.”

His expertise is grounded in years of hands-on experience with a wide variety of devices, hardware OEMs, MDM platforms, and gold build strategies, backed by numerous certifications including Android Enterprise and OEM-specific training. This blend of practical experience and formal learning has helped establish TBW’s reputation for quality and innovation in Support Services.

Reflecting on his career, Richard credits the opportunities, encouragement, and support he’s received at TBW as key to his progression from Service Desk analyst to Technical Solutions Account Management Lead. Today, he continues to play a central role in keeping TBW ahead of the curve as new technologies and customer demands emerge.