Adam Coulston

Lead the strategic direction, development and delivery of an expanding portfolio of mobility and healthcare products, overseeing the complete product lifecycle from concept through to commercial launch. Responsible for product strategy, international supplier management, regulatory compliance, innovation and commercial performance, ensuring products meet customer expectations, business objectives and legislative requirements.

Working closely with global OEM partners, I lead product design, specification development, testing, quality assurance, forecasting and continuous product improvement while coordinating cross-functional teams across engineering, purchasing, marketing, operations and retail. I also oversee technical compliance, certification, supplier performance, cost optimisation and long-term product roadmaps that support sustainable business growth.

• Product strategy and innovation
• New Product Development (NPD)
• Product lifecycle management
• International supplier and OEM management
• Product design and engineering
• Regulatory compliance and governance
• Technical documentation and certification
• Product testing and quality assurance
• Commercial forecasting and inventory planning
• Cross-functional project leadership
• Strategic sourcing and supplier negotiations
• Product launch management
• Continuous improvement and portfolio development

• Lead the design, development and launch of new mobility and healthcare products from concept through to commercial release.
• Research customer needs and market trends to identify opportunities for product innovation and portfolio expansion.
• Develop detailed product specifications, technical files, user documentation and regulatory compliance documentation.
• Ensure products comply with UK and international regulatory standards through testing, validation and certification.
• Manage strategic relationships with international OEM manufacturers, negotiating specifications, pricing, quality improvements and production schedules.
• Drive cost reduction initiatives through supplier negotiations, strategic sourcing and product value engineering.
• Oversee forecasting, stock planning and purchasing decisions to support business growth and maximise product availability.
• Evaluate supplier performance and implement continuous improvement programmes to enhance quality, delivery and service.
• Work collaboratively with engineering, marketing, finance, operations and retail teams to deliver successful product launches.
• Support the creation of product literature, packaging, point-of-sale materials and marketing assets to ensure technical accuracy and consistent brand messaging.
• Present compliance updates, product performance and strategic recommendations to senior leadership, supporting business decision-making.
• Develop and maintain company compliance policies, procedures and governance frameworks.
• Monitor changes in legislation and industry standards, ensuring company products and processes remain compliant.
• Produce management reports and technical documentation for internal stakeholders and regulatory purposes.

Promoted to Operations Manager with responsibility for overseeing the day-to-day operations of the company's expanding e-commerce, warehousing and logistics functions, while supporting the Director with strategic sourcing, supplier management and product procurement. As the business grew, the role evolved beyond operational management into product development, supplier negotiations, process improvement and cross-departmental leadership.

Working across operations, customer service, logistics and product development, I led initiatives to improve efficiency, enhance customer experience and strengthen supplier relationships while ensuring business objectives were delivered effectively.

• Operational leadership
• E-commerce operations
• Warehouse and logistics management
• Call centre management
• Product sourcing and procurement
• Supplier relationship management
• Product development
• Project management
• Process improvement
• CRM implementation
• Staff leadership and development
• Regulatory compliance
• Cross-functional collaboration

• Managed the daily operations of the e-commerce, customer service, warehousing and logistics departments.
• Led and developed operational teams through regular meetings, coaching and performance management.
• Implemented a new CRM system, improving customer data management, reporting and operational efficiency.
• Streamlined operational processes to improve communication, productivity and customer service.
• Managed multiple business improvement and product development projects simultaneously, ensuring successful delivery within agreed timescales.
• Worked alongside international suppliers to manage product sourcing, ordering, pricing, production schedules and delivery timelines.
• Designed and developed new products from concept through to prototype, incorporating customer feedback and market research.
• Conducted competitor and market analysis to identify opportunities for new products and business growth.
• Negotiated with suppliers to improve pricing, quality and service levels while maintaining strong long-term partnerships.
• Ensured operational activities complied with relevant legislation, company policies and industry standards.
• Collaborated with senior leadership to align departmental objectives with wider business strategy.
• Introduced process improvements across operations, helping to support the company's continued growth and scalability.

E-commerce Sales Executive Key Areas of Responsibility Selected Responsibilities & Achievements

Joined the newly established e-commerce team at Head Office, supporting the company's growing online presence by managing website enquiries and converting customer leads into sales. Acting as the primary point of contact for prospective and existing customers, I provided expert product advice, managed customer enquiries and complaints, and delivered a high standard of customer service across the complete sales journey.

Through consistently exceeding expectations and demonstrating strong commercial awareness, product knowledge and operational capability, I progressed into broader business responsibilities, leading to promotion into an operational management role.

• Sales and lead conversion
• Customer relationship management (CRM)
• Website enquiry management
• Customer service and complaint resolution
• Product consultation
• Business development
• Market research
• Sales forecasting support
• Cross-selling and upselling
• Customer retention
• Team collaboration
• Managed a high volume of inbound website enquiries and outbound customer calls, converting leads into successful sales.
• Provided expert product advice, guiding customers through the purchasing process from initial enquiry to completed order.
• Built strong customer relationships through excellent communication and a consultative sales approach.
• Successfully handled customer complaints and after-sales enquiries, delivering effective resolutions and maintaining high levels of customer satisfaction.
• Utilised CRM systems to accurately record customer interactions, sales activity and follow-up actions.
• Consistently identified opportunities to upsell and cross-sell complementary products, increasing average order value.
• Worked collaboratively with the marketing team to maximise conversion of digital marketing leads.
• Maintained extensive product knowledge across the mobility range, enabling tailored recommendations based on customer needs.
• Conducted market and competitor research to identify new sales opportunities and emerging customer trends.
• Adapted quickly to new product launches, ensuring accurate product knowledge and effective sales presentations.

Following an opportunity to join a newly established gym within my local community and re enter the fitness industry again, I joined the team at Box12 Fitness however my journey was cut short due to covid having a detrimental impact on the fitness industry, During the first 8 weeks my roles and skillset included,

• Prioritised clear communication whilst explaining complex exercises to clients of varied fitness levels.
• Encouraged clients, resulting in improved commitment to health goals.
• Incorporated flexibility and mobility drills into routines, improving postural alignment in clients.
• Fostered an inclusive environment within the gym facility by respecting and catering to diverse fitness needs.
• Designed bespoke training programmes to improve client fitness levels.
• Maintained high safety standards during all training sessions, ensuring client welfare at all times.
• Provided personalised fitness assessments for targeted training plans.

• Ensured high levels of customer satisfaction with proactive interaction and prompt issue resolution regarding all aspects of their mobility requirements.
• Coordinated both store and product repair management successfully whilst maintaining regular operational duties simultaneously.
• Resolved customer complaints effectively, protecting the store's image, consumer relationships and overall reputation within the local community.
• Liaised and negotiated with suppliers for cost-effective procurement of merchandise.
• Monitored inventory levels consistently to avoid stock shortages or overages.
• Handled cash transactions accurately, minimising financial discrepancies at the till.
• Oversaw visual merchandising efforts that enhanced overall store appearance.
• Demonstrated high-level troubleshooting skills, contributing to reduced time wastage during repair operations.
• Conducted thorough post-repair tests to guarantee optimal functionality after every job completion.
• Created technical reports, providing comprehensive updates on equipment status.
• Streamlined repair processes for efficient workflow management.