Leadership team


JOHN MALTMAN, Chief Executive Officer

A successful career with blue chip FMCG companies (Procter & Gamble, PepsiCo and Asda Walmart) complimented with leadership roles in high growth B2B technology and service businesses. Includes Managing Partner at The Quantic Group, a sales and marketing consultancy – led to treble turnover and more than quadruple profitability over five years, developing a roster of some of the world’s best sales and marketing businesses.  Clients included: 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, Chief Financial Officer

A director of Metric, an accountancy firm that assists technology and high growth companies (those enjoying in excess of 25% growth per annum).  James specialises in funding (including Venture Capital, Crowdfunding, Angel investment, SEIS / EIS applications), specialist tax advice (e.g. R&D Tax Credits, Patent Box, Video Games Tax Relief), M&A, Due Diligence and Valuations, Consultancy services (e.g. Strategy, Expansion, Risk Management). 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.

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GREG URQUHART, Chief Technology Officer

As the Director for Product Delivery at Skyscanner, the travel fare aggregator site, Greg was instrumental in scaling the Product and Growth teams from around 60 people in Edinburgh to around 650 people in 7 countries in Europe and the Far East. The success of the teams led to the £1.4bn acquisition of Skyscanner by CTrip. Greg has 30 years’ experience of launching successful B2B and B2C products and has worked for a mix of start-ups and blue chips. He leads our expanding DevOps team with the “aim to make e.fundamentals the Skyscanner of the ecommerce analytics world”.


MARTIN BROOKS, Chief Marketing Officer

Martin Brooks has been a digital agency entrepreneur and CEO for the past 15 years, working with a wide range of major Global, Regional and UK-based clients.

He co-founded Omnicom's Agency Republic (2001) and Work Club (2008) which, between them, have won six Agency of the Year awards from Marketing and Campaign under his leadership, plus many awards for creativity and effectiveness. In 2014 Martin sold Work Club to Havas Group.

Martin was a co-founder and investor in i-Spy (search marketing) which was sold to Aegis in 2010. 


MANDY CRITCHLEY, Business Development Director

Mandy Critchley has over 20 years of experience working with brands and retailers predominantly within the FMCG and Pharma categories. With a wealth of commercial experience across the spectrum of digital marketing and insights, Mandy has worked with major brands on propositions that enable them to move the dial for their online sales.

Former roles include Head of Client Services at Bounty UK and VP Sales at mySupermarket.

Mandy shares the 4 most important questions to ask of your analytics and insights provider here


CHERYL HAGGERTY, Customer Success Director

A strong track record of delivering sales growth with 20 years’ experience, Cheryl has worked within agencies across field marketing, contact centres, experiential & omnichannel personalisation.

Most recently she was the Business Development & Strategy Director at Catalina Personalised Digital Media, where she supported brands & retailers to deliver their strategy. She has worked closely with P&G, Diageo, Barclaycard, Camelot and BT to name a few, to drive their sales growth across instore & eCommerce. Today she's leading the agenda for business development at E Fundamentals on how brands can increase their market share and profitably with online retailers.

Board of Advisers 



An experienced advisor and mentor with strong experience in both seed-stage and growth companies.  David has exited several businesses and his previous notable mentions include: Commerce One ($22bn IPO), Utility One (£150m Trade Sale), MOPP raise and merger), Nimble Commerce (acquired by Blackhawk Networks, Convey SA (turnaround and £30m Trade Sale), Asite PLC, Argos Retail (RACO Turnaround), Business Link London (Turnaround), Verserarian (IPO), Holvi(acquired by BBVA), Cognicor.  The 1st B2B e-procurement solution (1996) which resulted in the business being acquired by Chase Manhattan bank.
David talks to TechWorld about the future of eCommerce here.



A successful and enthusiastic leader, who has delivered significant profitable growth, organically and by acquisition, over a sustained period.  Strong strategic skills are enhanced by excellent client development and networking abilities.  In addition to his E Fundamentals responsibilities, he is Chairman Emeritus of CPM International, Chairman of The Quantic Group, Chairman of bChannels, and Chairman of Gecko Direct.
A Liveryman in the Worshipful Company of Marketors, a member of the Marketing Group of Great Britain and a Fellow of the RSA, he is also a Deputy Lieutenant of Oxfordshire and was High Sheriff of Oxfordshire 2014/15. He was the founder chair of Reciprocate, Oxfordshire's responsible business group.



An experienced international executive and senior consultant specialising in FMCG and publishing (digital entertainment), with emphasis on e-commerce and transforming physical companies to digital companies.  Board member with multi-national high tech and FMCG blue chip companies including Sony (Japan), RJR Nabisco (USA), Mitsubishi (Japan) and Keywords Intl. plc.
Read David's Q&A about what makes an eCommerce team successful here.

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Director and technology transformation consultant at Envirtual Limited. Envirtual Limited provides Technology Advisory services to enterprise clients and Envirtual’s founders invest in business-to-business software ventures. Andrew has a background as a CTO and CIO in the media & telecommunications industry and has worked at Accenture, IBM and EY in management consulting and business-to-business software development.


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

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Our management team share their insights...