Changes effective immediately

Webmart promotes Kelly O’Sullivan to CEO

O’Sullivan: "Webmart has always held a special place in my heart"
O’Sullivan: "Webmart has always held a special place in my heart"

Sustainable marketing agency Webmart has promoted Kelly O'Sullivan to CEO, with a further promotion for Tom Maskill, who will assume the new position of chief client officer.

O'Sullivan started her career at Webmart in 1998 as an account manager before leaving and going on to hold prominent industry roles including head of print and publications at Sainsbury’s for over two decades, where she demonstrated a strong commitment to both business growth and sustainability initiatives.

O’Sullivan rejoined Webmart in 2021 after her role at Sainsbury's was made redundant following a restructure. Most recently before being promoted to CEO, she was chief operating officer for Webmart.

Commenting on her new position, O’Sullivan said: “Webmart has always held a special place in my heart. It’s where I was introduced to the wonderful world of print and marketing. I have absolutely loved being back and feel very honoured to be able to lead us into the future with an amazing, talented team.”

Outgoing CEO Richard Boon will continue working with Webmart in an advisory role, where he will continue to provide guidance while pursuing other business interests.

Boon said: “My career at what is an outstanding business with an exceptional team has been highly rewarding. I am grateful to Simon Biltcliffe, founder of Webmart, for the opportunities over the years and to the team for the support through thick and thin.

“From pioneering our unique business model to championing responsible business practices, it truly has been a pleasure to represent and lead Webmart over the years. I look forward to taking my next step as an advisor to Webmart.

“Having worked closely with Kelly for a number of years since bringing her back to Webmart, I know she will make a brilliant CEO. I am confident that she will bring further success and grow the team.”

Posting on LinkedIn today, Boon said he was proud of the company’s achievements in recent years, including its certification as a B Corp, the launch of global games and products, hitting major milestones in charitable giving and social impact, and the rewilding of its patch of Scotland.

“We navigated through diversification with a backdrop of the pandemic, Brexit, energy crises, distribution challenges, talent shortages, and the cost of living crisis, even amidst a recession,” he said.

“Despite these hurdles, our resilient and adaptable team weathered the toughest conditions with remarkable success. Our clear strategy and long-term vision were key.”

Boon has kept tight lipped on his “exciting new venture” for now but said more would be revealed on 6 June.

Tom Maskill, who has been appointed chief client officer and will oversee the sales, marketing, and strategy functions of the business, previously held the role of sales and sustainability director at Webmart.

All of the role changes are effective from today (22 May).

Webmart founder Simon Biltcliffe said: “These appointments mark a significant step in our journey to be the UK’s most sustainable marketing agency.

“Kelly has been part of the Webmart family since leaving university, growing externally to head up significant budgets for leading brand names before returning and being promoted through the ranks to be our new CEO. I’m also delighted to see Tom promoted to head up client and sustainability.

“With Richard’s 18 years of amazing service, we are eternally grateful and delighted to have retained his ongoing strategic input.

“Together this team will collectively ensure our continued growth and commitment to excellence for all our clients.”