Webmart bolsters management team

Richard Stuart-Turner
Monday, November 2, 2020

Webmart has strengthened its leadership team with the promotion of two of its staff into new management roles.

Maskill (L) and Oldershaw started in their new roles last month
Maskill (L) and Oldershaw started in their new roles last month

In October the Bicester-headquartered marketing and print procurement specialist promoted Tom Oldershaw to head of its new customer growth team.

“Following a huge increase in demand for direct mail, door drop and programmatic mail campaigns, we have been able to invest in and create a dedicated team to support our customers on larger, more complex campaigns,” said Oldershaw.

“My team’s sole focus is delivering growth to our customers, giving us free reign to consult across a broad range of channels to boost return on investment, and all free of charge. It’s a really exciting development for the company and our customers.”

Oldershaw has worked at Webmart for nearly two years and has a background in print and mail.

Tom Maskill was also promoted in October, to head of sales and marketing. Maskill has been mentored by Webmart chief executive Simon Biltcliffe since the age of 16 and worked part-time for the business over the summer breaks while at university.

He joined the company full-time after graduating and has now filled the role left following the progression of Richard Boon to managing director at the start of the financial year.

Both Oldershaw and Maskill were previously marketing consultants at the business before progressing into their new roles.

Maskill told Printweek: “Print is still very much the output of what we do but we're talking to customers earlier in the chain, so we're speaking with procurement and marketing people about how they can use print as a channel to enhance the digital offerings that a lot of companies now have.

“The letterbox marketing work that we do has been enhanced because the ways of reaching customers now is few and far between – outdoor advertising is limited and event advertising has all been cancelled.”

Boon added: “Following the success of a long-term strategic shift at Webmart, I’m delighted to see both Toms progress into leading roles at the forefront of our value proposition that continues to deliver growth in a challenging market.

“Our low cost base, financial stability, and reconfiguration of the business has seen us tackle Covid head on from an operational perspective, whilst also allowing a repurposing of roles around the whole business. We have refocused our wider team to tackle complex campaigns and customer challenges following investing in our staff through Covid.

“We’ve stood by our people since the outset of the crisis, with 100% top up where furlough was necessary and avoided redundancies.”


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