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The Team

We are led by a team who have a wealth of experience in FMCG, are passionate about supporting brands and are dedicated to delivering strong results

Cathy Evans

Managing Director

James Lamplugh

Sales Director

Mark Olden

Operations Director

Esther Bevan

Finance Director

Lance Preston

Senior Business Unit Controller

Anne Unsworth

Business Unit Director, Solus

Joanne Arnold

Head of Business Development

Sean Hughes

Technology & Insights Manager

Elliott Baker

Field Channel Controller

Jeni O'Shaughnessy

Flexx - Business Unit Controller

Mikki Burton

National Account Manager

Kingsley Rich

HR Business Partner

Phil Oddie

Operations Manager


Meet Cathy

Cathy Evans has been part of the Tactical Solutions family for 14 years, and was appointed to the role of managing director in 2013 following the sale of the business by founder Lorna Davidson to parent company St Ives plc.

Cathy understands the importance of the businesses’ role within the retail industry and has a wealth of experience across both retail and FMCG environments.

She has worked with many of the leading FMCG and grocery manufacturing brands, from Associated British Foods and Ranks Hovis McDougall to Premier Foods and Nestlé. Cathy believes that developing long-lasting partnerships with clients is key to understanding their ambitions and needs and that not one solution fits all. She also has a passion for training and development and leads an expert team all with unique individual strengths that has contributed to the success of the business overall. She has implemented a successful business strategy leading to the profitable growth and operation of the business where diversification has been a key part of the growth strategy as has data sitting at the heart of what is delivered.

Meet James

James Lamplugh joined the Tactical Solutions family as the Sales Director in June 2018.

James has spent the last 16 years working with some of the biggest brands in the UK, gaining extensive experience across the Retail, Convenience and Food Service sectors. His experience of working with both brands and retailers provides invaluable insights into the value Tactical Solutions creates for our partners.

He is passionate about personal development and believes that creating an environment where the team are constantly striving to be the best, ensures we deliver successful and sustainable partnerships. James has implemented a customer first approach across the sales team, this has resulted in everyone across the business being aware of our partners business goals, in turn delivering maximum value in everything we do.

Meet Mark

Mark joined the Tactical Team in 2017 and heads up the operation and retail division. Mark brings a wealth of retail knowledge including 10 years of Asda trading followed by Field Marketing experience across the technology sector having worked with BSkyB, Microsoft, Samsung amongst others.

As a Business Director for Tactical Solutions, Mark ensures that the business flow from customer engagement through to field execution and call completion is as effective as possible through our Syndicated Sales Team operation. With a field team of 60+ full-time employees visiting over 110 retailers on a regular basis, this team delivers a multitude of key objectives for our brands on a tactical basis, fundamentally focusing on making interventions at store level to incrementally increase sales in each and every store.

Mark has a proven track record of setting up, driving and stretching field teams, and is perfectly placed to advise and provide consultation for all brands, whether established or new to the market and how best to exceed customer expectations through operational excellence.

Meet Esther

Esther has nearly ten years experience working in the financial sector, focusing on management accounts throughout her career. She has an vast understanding of the FMCG industry, as well as a in-depth knowledge of mergers, acquisitions and financial reporting.

As the Financial Director at Tactical Solutions, she is responsible for all finance and payroll functions for the agency. It is her responsibility to prepare all financial reports and briefings; this includes tax returns, balance statements, and any legislative requirements such as reporting and disclosure. Esther sits on both the operational board and the Tactical Solutions board.

During her ten years in the industry, she has extensive built skills leading and developing a team, to ensure that all financial planning was aligned with the business strategy determined by the board.

Meet Lance

Lance has worked across a variety of leading field-marketing teams and has gained an in-depth understanding of the FMCG and retail sectors. He has worked with leading brands such as Mars, Innocent and Heinz.

As channel controller for Tactical Solutions, Lance ensures that his dedicated team of 250 are always maximising the opportunities to deliver outstanding insights and ROI to the client. As part of his role, he is responsible for all training of Tactical employees. This is a vital part of the company, as it prides itself on the high standards set both in the field and within the rest of the business.

Offering expertise and knowledge across all major categories in the top four multiples and beyond, Lance is in a position to strategically advise on the necessary in-store requirements for all of Tactical’s retail and FMCG clients.

Meet Anne

Anne has more than 15 years’ working in the FMCG sector, she has a wealth of knowledge and understanding of all areas of retail execution across the top four multiple retailers. She has worked with a number of leading brands, including Mars, Pataks, Danone Diary and Foxes Biscuits.

As client director at Tactical Solutions, Anne works with data partners to ensure that the agency is maximising availability, sales and driving compliance for her clients. She understands the importance of supporting the retailers, with leading edge tools to influence interventions at store level.

Throughout her career she has gained invaluable experience in leading and developing field teams to deliver outstanding results. Anne understands the importance of implementing a robust strategy and building strong, long-standing and trustworthy relationships with her clients.

Meet Joanne

Jo has been with Tactical Solutions for 10 years, joining the business in September 2008 as an Account Controller within our sales team.

Since then she has developed the role and now heads up a team of National Account Managers selling the syndicated side of our business to both new and existing clients.

Jo has a wealth of experience and knowledge within the FMCG industry having previously worked in Trade Marketing, Category Management and Sales roles with Rank Hovis McDougall and PZ Cussons.

During Jo’s time at Tactical Solutions, she has worked with a number of key bluechip brands including  Arla, Kettle Crisps, Refresco Gerber, Haribo, General Mills and Bahlsen Biscuits not only within the Top 4 Grocers,  but also across High Street, Formats, Discounters and Convenience channels.

Jo’s primary role is to build long-term, sustainable relationships with our clients, to clearly understand their objectives and to ensure we are meeting their needs with data, insight and exceptional results to deliver an ROI and in turn to grow Tactical Solutions business

Meet Sean

Sean has been with Tactical since February 2002, originally joining set up and maintain the reporting functions within the business, his responsibilities quickly diversified to management of our operational functions including the journey planning and data entry teams.

In 2010, Sean took on the role of field team manager for what was at the time our first dedicated convenience sector field sales team, managing a team of 40+, with responsibility for training, performance and results within this arena.

His knowledge of reporting and technology subsequently led him to a role developing our bespoke software application for field data capture and management – this software “Drive”, went live in January 2014 and Sean has overseen its continual evolvement to meet the ever-changing needs of Tactical Solutions. In addition to this software, Sean has responsible for the scoping, project management and implementation of our Flexx application which enables us to manage our temporary workforce, ensuring right to work legalities are met whilst delivering a mobile application that facilitates the call and reporting requirements.

Most recently Sean has been instrumental in the introduction, development and use of our sales data tool “TS Eye” which enable us to review and analyse EPOS data into actionable insight for both our clients and field teams

Meet Elliott

Elliott has worked for Tactical Solutions for over 12 years and has managed a number of our blue-chip accounts including Heinz, Henkel, Birdseye and Burtons Biscuits. This coupled with his 10 years’ experience working for a top 4 retailer gives him a unique and multi-dimensional view of the opportunities that the FMCG market place can offer our customers.

As channel controller for the In-store Sales team, Elliott ensures that the field team are delivering our customers in store execution plans and delivering 100% store coverage. In a very competitive market place where ROI is key, Elliott is an expert in interpreting sales data and turning it into actionable field plans to maximise our customers return.

Offering expertise and knowledge across all top four multiples, high street and discounters, Elliott is able to strategically advise on the necessary in-store requirements for all of Tactical’ s retail and FMCG clients.

Meet Jeni

Jeni started with Tactical Solutions in June 2015. During her time working in the Client Team she led a small team of National Account Managers whilst also working closely with her own customers to deliver results across Grocery and High Street retailers.

Now heading up the Flexx Business Unit, Jeni’s role encompasses all aspects of maintaining a reliable, engaged flexible workforce that delivers a high standard of results. As our customer's objectives change and evolve to ensure their brands are always front of mind for consumers, it is Jeni’s ambition to always have the right calibre of a flexible worker to meet these needs. Jeni has a great team based out of Head Office who facilitate campaigns from start to finish in a highly organised and professional manner.

Having previously worked as a National Account Manager for Baxters Food Group & Mizkan Europe plus various roles spanning 12 years service with  AB InBev, Jeni has built up her knowledge across various categories and retailers which allows for real collaboration when it comes to executing a campaign brief.

Meet Mikki

Mikki joined Tactical Solutions at the start of 2017 and has since worked with a variety of clients across the FMCG category.With over 10 years’ experience in account managing, Mikki’s strengths lie in developing long-lasting relationships with clients.

During her time at Tactical Solutions, Mikki has successfully managed fast-paced campaigns across both grocery and high street stores. She has also organised a variety of effective Van Sales campaigns. Mikki’s previous experience lies in commercial print packaging and fashion sales. With an eye for detail and a focus on targets, Mikki achieves results by getting things done.

Meet Kingsley

Kingsley joined Tactical Solutions in 2015 and heads up Human Resources and Training. Kingsley has a key and pivotal role within the business as people are so centric and integral to Tactical. Kingsley has extensive knowledge and expertise across all aspects of HR, including Employee Relations, managing contractual wins and TUPE processes, onboarding new team members and has worked on key accounts such as Arla, Henkel Quorn and Revlon, to name a few. In his spare time, Kingsley enjoys playing his guitar and piano and enjoys long walks with his Sproodle.

Meet Phil

Phil joined Tactical Solutions in the summer of 2011, initially to head-up our extensive Data Entry Department, but as our business moved from paper to tablet technology, Phil managed a number of our head-office based teams and was part of the project team as we became technology-based. Phil is now our Operations Manager, overseeing the Journey Planning and Operational departments. Along with producing meticulous and efficient journey plans for all of our field-based sales teams, Operations also offers a high level of field support to all of our teams, and manage all the field-based technology.

Phil and his team are also responsible for campaign building within our bespoke Drive App on tablets, maintaining our Asda and Sainsburys Accreditation accounts, and are the experts in our warehousing, courier and dispatch processes.