The E Fundamentals team is made up of savvy entrepreneurs and industry experts who bring a wealth of experience and insight to our young company. They’re all working towards changing the way people shop & sell online and are committed to delivering a consistent Return on Intelligence to our clients.

Say hello to the team who are shaping our culture and helping E Fundamentals grow and succeed.

Leadership team

JOHN MALTMAN, Chief Executive Officer

A former VP at PepsiCo, P&G and Asda (Walmart), John has led fast and profitable growth in a range of marketing services and B2B technology businesses. During this time, he has developed a deep understanding of some of the world's best marketing and sales organisations including Coca-Cola Enterprises, Nestlé, SCA, Groupé SEB and Unilever FS.
John advises what you need to know before you invest in an eCommerce analytics service here.

James Richardson, CFO at E Fundamentals

JAMES RICHARDSON, Chief Financial Officer

James has twenty years’ worth of financial experience spread across financial reporting, strategy, treasury, funding, M&A and risk management. Prior to founding the UK’s first chartered accountancy firm to specialise in the technology sector, Metric Accountants, James worked for a “Big 4” accounting firm and a FTSE 100 company. As CFO of E Fundamentals, he is responsible for financial reporting and budgets, funding and cash flow and is a member of the Board of Directors.

ADRIAN BUTTER, Chief Technology Officer

Adrian has a background in technology, consulting, product design and programme delivery from Accenture and Deloitte. He is a senior level CTO leading a team of in-house Developers to design, develop and deliver a world class technology to global brand owners.
Adrian spoke to BetaNews about how a tech company manages Disaster Recovery here. 

Scott Kipling

SCOTT KIPLING, Customer Success Director

With over 19 years commercial experience in Procter & Gamble and strategic management consultancy in the UK and international markets, Scott is a senior commercial practitioner who developed much of the shopper and commercial thinking in the E Fundamentals product. He is now responsible for clients achieving maximum value out of the eCommerce analytics platform and leading the sales function.
Scott shares how you can upskill your teams to maximise eCommerce growth here.

MARTIN BROOKS, Chief Marketing Officer

Martin is a digital agency entrepreneur and CEO for 15 years. He co-founded Omnicom's Agency Republic (2001) and Work Club (2008) which between them won six Agency of the Year awards with the Marketing being under his leadership, plus many awards for creativity and effectiveness. In 2014 he sold Work Club to Havas Group.

Board of Advisers 


An experienced advisor and mentor in both seed-stage and growth companies. David has exited several highly successful businesses that including the 1st B2B e-procurement solution which resulted in the business being acquired by Chase Manhattan bank.
David talks to TechWorld about the future of eCommerce here.


A strong track record of delivering significant profitable growth in senior roles such as Chairman of CPM International, Non-executive Director of Smollan Group, Non-executive Director of Unisono (China based) & Chairman of Tonic Life Communications.



Former CEO of Sony EMEA and Board member with multi-national high tech and FMCG blue chip companies including RJR Nabisco (USA), Mitsubishi (Japan) and Keywords Intl. plc. And if that wasn’t enough, he was also a former rocket scientist on the Apollo project at NASA.
Read David's Q&A about what makes an eCommerce team successful here.


Previously the IT Director of Sainsbury’s and Boots, Rob is a senior executive with FTSE100 board level retail and digital experience. His technical expertise in retail and technology consulting covers GS1 UK, Arthur Andersen, Marks & Spencer, Rank Xerox and Redland.

ENRICO BABUCCI, Executive Chairman, Praesidium

“Think new, act fast!” – Enrico is the Executive Chairman for Italy’s leading field marketing agency, Praesidium. With over three decades of experience in Retail, he has guided clients to profitable success in the FMCG marketplace. E Fundamentals has partnered with Praesidium to bring intelligent eCommerce analytics to the Italian FMCG market; find out more here.

Meet the rest of the team on LinkedIn

Tips from the top

Our management team share their insights...