Sales and Marketing Director
Cathy Evans has been part of the Tactical Solutions family for more than ten 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. During her rise from client manager to commercial director and ultimately managing director at Tactical Solutions, Cathy developed key skills in building long-lasting partnerships with clients, training and leading an expert team, as well as implementing a successful business strategy leading to the profitable growth and operation of the business.
Martin has worked as part of a commercial sales team for the past 20 years, spanning numerous retail and FMCG sectors. He worked internationally for PepsiCo at a senior sales level, followed by a position at Britvic Soft Drinks in the UK. He has an in-depth knowledge across all retail channels, from grocery, convenience and high street to food service and on-premise.
As sales director at Tactical Solutions, Martin brings his experience of leading large FMCG organisations to consistently deliver revenue, brand strategies and marketing activation across the retail sector. Martin is adept at combining these areas of expertise to drive the successful positioning and activation of Tactical’s leading clients.
Martin notes one of his career highlights as being at the helm of the largest international PepsiCo region, which created market leading results and led to the region being recognised, two years in succession, as ‘Market of the Year’.
Sean has been a member of the Tactical team since 2002. His knowledge of data and technology cemented him as a key member of the agency. After working for more than eight years in this sector, he moved over to the field team to learn and develop his expertise within the convenience sector.
As Business Unit Controller it is Sean’s responsibility to deliver the bespoke technology created especially for Tactical’s clients. As well as this, he also oversees the management of the agency’s head office.
Thanks to his in-depth understanding of data insight and technology, Sean was the inaugural member at the formation of Tactical’s Business Insight team.
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.
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.
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.
It’s the people that make a difference. The right people.
Our team are in stores week in, week out building relationships that matter to maximise your product.
Whether you’re launching something new, in need of experiential sampling or introducing POS, our retail and brand experts have the industry experience and knowledge to get you the results you deserve.
And they can be part of your team, every single day.