From AutoStore Growth to a New Chapter: Why I Joined StrongPoint 

Why did you decide to join StrongPoint? 

It felt like the perfect blend of challenge and opportunity. I have spent my entire career in automation and intralogistics, and I was looking for a company with both the ambition and the platform to build something meaningful at scale. StrongPoint is not just following trends. They are creating something new and truly different. 

One of the things that immediately stood out to me was how much of the solution delivery StrongPoint controls in house. From principal contracting to build crews and electrical work, they handle it all internally. That is rare in this industry and incredibly valuable. It means better quality, tighter accountability, and a far stronger customer experience. On top of that, their depth of operational expertise gives them a level of insight that most technology providers simply do not have. 

Take the recent multi-temperature AutoStore innovation, for example. I genuinely believe it is one of the most important developments the AutoStore ecosystem has seen in the past two decades. It opens up new use cases, especially in sectors where AutoStore was not always the obvious fit.  

The fact that StrongPoint is leading that initiative really says it all. It is a clear example of how a newer distribution partner can leverage deep operational knowledge to do something others have not. It shows that StrongPoint is not only obsessed with efficiency but is also bringing unique insights and shaping where the market is headed. 

Can you tell us a bit about your background and your journey in automation? 

My entire career has been spent in automation and intralogistics, with a focus on scaling commercial operations, delivering complex projects, and leading teams through high growth phases. I have worked across both the technology and solution delivery sides of the industry, which has given me a broad and practical perspective on what customers really need to succeed. 

In my previous role, I led the expansion of AutoStore solutions in the UK market, growing the team significantly and managing projects for a wide range of well-known brands including Linney and The Hut Group. These included high volume ecommerce environments as well as tailored solutions for sectors like fashion, automotive, and consumer goods. 

Where do you think you can make the biggest impact in your new role? 

My focus will be on helping StrongPoint scale for its next phase of growth. The company already has a strong foundation with proven technology, a skilled team, and a culture built around efficiency and execution. My role is to build on that by driving commercial expansion, broadening our automation footprint, and putting the right strategies and capabilities in place to support long term success. 

I see real opportunities to bring StrongPoint’s offering to new markets and sectors, well beyond retail. Whether it is logistics, manufacturing, or any complex operational environment, our efficiency driven approach and in house capabilities are highly relevant. 

Growth is not just about winning new business. It is about scaling how we deliver, support, and continuously improve, and I am excited to help lead that journey. 

What advice would you give to businesses considering automation? 

The most important thing is choosing the right partner. Technology is only part of the equation. You need someone who understands your operational needs, can deliver effectively, and will still be there to support you after go live. That is where StrongPoint stands out. Their in-house delivery model, deep sector expertise, and long-standing focus on practical efficiency make them uniquely equipped to help customers succeed. 

If you are thinking about automation, do not wait for a crisis to force the decision. Acting early gives you control and clarity. And if you already have some automation in place but are unsure about the next step, go back to what made you successful in the first place, that entrepreneurial mindset. The right automation strategy is not about adding complexity. It is about removing friction and building a stronger, more scalable foundation for your business. 

Read more about automation with StrongPoint

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