Executive Team | UK Sales Association

The UK Sales Association® | Leadership

The people behind the profession.

An executive team and senior professional community bringing together enterprise leadership, commercial transformation, education, mentoring and decades of practical experience.

Experience that extends beyond the Association. The people contributing to UKSA hold senior positions across internationally recognised businesses, education, technology, manufacturing and professional services. Alongside their individual careers, they bring the judgement, perspective and commitment needed to help the sales profession progress. The external roles listed below are their own professional appointments, distinct from their UKSA responsibilities.

Leadership, executive team & senior advisers

01 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Adam Benjamin Brook

Chief Marketing Officer

Chief Marketing Officer | UK Sales Association

As Chief Marketing Officer of the UK Sales Association, Adam leads the Association’s market positioning, communications and engagement strategy. His work connects professional recognition, learning and career development with the people and organisations shaping the future of sales.

Adam has held senior sales and marketing leadership positions across professional bodies, education and financial services. He was Sales & Marketing Director at the Institute of Sales Management, Marketing Director at Remit Training, Head of Marketing for Non-Life Insurance at Barnett Waddingham, and Head of Marketing & Training at the Institute of Risk Management. He brings experience in commercial strategy, membership development, organisational growth and building professional communities.

Career and experience: UK Sales Association · Remit Training · Institute of Sales Management · Barnett Waddingham · Institute of Risk Management

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02 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Adam Warsop

Executive team · Founding Fellow

Vice President, Consumer, Media & Telecoms, UK & Ireland | Oracle

Adam brings large-scale commercial leadership and P&L accountability across complex enterprise technology markets, including leadership positions at Oracle and PwC.

At Oracle, he leads the Consumer, Media and Telecoms sectors across the UK and Ireland, with a remit spanning cloud infrastructure, database and enterprise applications. His earlier senior responsibilities encompassed commercial transformation, go-to-market strategy, multidisciplinary teams and executive customer relationships.

Career and expertise: Oracle · PwC · Enterprise software · Commercial transformation

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03 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Lorna Leck

Executive team · Fellowship review

Enablement & People Development Lead | Amazon Web Services (AWS)

Lorna brings more than three decades of experience in business transformation, sales capability and leadership development, including international programmes at AWS.

Her AWS remit spans sales enablement, talent development and partner ecosystem growth across EMEA. She has championed emotional intelligence as a leadership discipline, led strategic development initiatives and contributed extensively to the advancement and recognition of women in sales.

Career and expertise: Amazon Web Services · Leadership development · EMEA sales enablement · Partner growth

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04 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Matthew Blanchard

Executive team · Founding Fellow

Co-Founder | Sales Excellence Advisors

Matthew is a SaaS commercial leader, adviser and investor with a track record in building the go-to-market infrastructure required for sustainable scale.

Across more than 15 years in EMEA, he has led sales, customer success, channels and solutions organisations. At Sales Excellence Advisors, he works with growing businesses on commercial strategy, sales technology, performance management and operating models. His experience includes scaling recurring revenue and supporting businesses through acquisitions and organisational change.

Career and expertise: Sales Excellence Advisors · SaaS revenue growth · GTM strategy · M&A

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05 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Darren Bayley

Education Lead· Founding Fellow

Director of Sales & Subject Support | AQA

Darren brings an unusual combination of commercial leadership, education-sector expertise and governance experience to UKSA’s education and professional standards work.

He leads sales and subject support at AQA, the education and assessment charity. His career also includes senior commercial roles at Straumann and Dentsply Sirona. Beyond his executive career, he serves as Co-Vice Chair and Trustee of Walton Charity and holds governance and sector roles including at OxfordAQA.

Career and expertise: AQA · OxfordAQA · Walton Charity · Straumann · Dentsply Sirona

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06 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Mike Guerin

Senior adviser · Founding Fellow

Head of Business Development, UK & Ireland | SWARCO ITS

Mike specialises in commercial transformation where software, infrastructure and complex customer environments meet.

At SWARCO, he leads sales, marketing and bidding for the UK and Ireland traffic business, with P&L responsibility and a multidisciplinary team. A former Chief Revenue Officer at Gladstone Software, he also coaches sales professionals and emerging leaders, bringing an evidence-led approach to commercial performance and leadership.

Career and expertise: SWARCO ITS · Gladstone Software · Commercial transformation · Coaching

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07 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Richard Higham

Senior adviser · Founding Fellow

Founding Executive Director | SalesFitness Group

Richard is a longstanding advocate of ethical selling, effective leadership and the wider contribution of professional sales to organisations and society.

As a co-leader of SalesFitness Group, he works with businesses to improve the effectiveness of customer acquisition, relationship development and sales management. His work combines research, diagnostics, capability development and commercial performance disciplines, informed by extensive experience advising sales leaders through change.

Career and expertise: SalesFitness Group · Sales effectiveness · Professional standards

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08 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Andrew Matthews

Senior adviser · Founding Fellow

Senior Sales Manager, UK & Ireland | Honeywell Process Solutions

Andrew leads customer-facing commercial teams working on industrial automation and digital transformation across demanding technical sectors.

At Honeywell Process Solutions, he is responsible for sales leadership and customer growth across the UK and Ireland. His focus includes team development, complex solution selling and long-term partnerships across industries such as energy, life sciences and manufacturing. Coaching and mentoring are central to his management approach.

Career and expertise: Honeywell · Industrial automation · Digital transformation · Mentoring

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09 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Dean Rippon

Senior adviser · Founding Fellow

Group Service Director · Board Member | Guest Motor Group

Dean brings more than 30 years of automotive-sector experience, with a career built from technical apprenticeship through commercial and board-level leadership.

He progressed from HGV technician and technical trainer to senior training and commercial management, including a decade with Scania UK and a commercial leadership role at Remit Training. As Group Service Director and a Board Member at Guest Motor Group, he now combines operational accountability with a longstanding commitment to workforce capability.

Career and expertise: Guest Motor Group · Remit Training · Scania UK · Automotive leadership

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10 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Simon Akufo-Tetteh

Fellowship review · Founding Fellow

Senior Key Account Manager | Switchee

Simon brings commercial account leadership across technology-led services, with a strong focus on practical outcomes for customers and communities.

At Switchee, he works with housing associations and local authorities to deploy connected technology and property data that support better housing conditions and resident services. His earlier experience includes enterprise communications and SaaS at Commify. Outside his commercial career, he coaches boxers and has competed internationally at championship level.

Career and expertise: Switchee · Commify · Strategic accounts · Connected technology

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11 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

Caitriona Deakin

Founding Fellow

Former Chief Executive & Commercial Leader | Corgi Services · Renewable energy sector

Caitriona contributes wide-ranging expertise in business development, partnership formation and commercial leadership, built across multiple sectors.

Her career has included Chief Executive and Managing Director responsibilities at Corgi Services, leadership at the National Home Improvement Council, and subsequent business development roles in the energy transition, including NexGen Carbon Zero and Waxman Energy. Having retired from full-time employment in 2025, she brings a valuable perspective on commercial change and professional experience.

Career and expertise: Corgi Services · National Home Improvement Council · NexGen Carbon Zero · Waxman Energy

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12 / EXECUTIVE TEAM & SENIOR PROFESSIONALS

AJ Jenkins

Founding Fellow

Senior Manager, EMEA North Regional Construction Sales | Autodesk

AJ is a Founding Fellow of the UK Sales Association and a senior commercial leader at Autodesk, where his work spans construction-sector growth across EMEA North and strategic initiatives across the wider organisation.

Over more than 25 years in enterprise technology sales, he has built and developed high-performing teams, designed regional go-to-market operations and led commercial transformation. His current remit combines strategic customer growth, the project ecosystem and AI-enabled improvements to sales execution, forecasting and coaching.

Career and expertise: Autodesk · Enterprise sales leadership · EMEA Construction growth

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Professional achievement. Shared purpose.

Across different sectors and stages of their careers, these leaders have something in common: a belief that experience should be shared, standards should be raised, and the next generation of commercial professionals deserves stronger support.

Explore UKSA membership ↗