Adam Smith
Ribchester,Lancashire
Summary
Known for building high-performing, engaged teams that are passionate about achieving shared goals. A strong influencer, I inspire teams to come on a transformative journey, creating a culture of collaboration, trust, and ownership. Expertise in developing and executing growth strategies that enhance profitability, streamline operations, and improve customer experience. A proven innovator, I’ve spearheaded cross-functional projects that have saved over £40M and delivered £8M in annual savings through new business models. Adept at navigating complex challenges, driving continuous improvement, and fostering a culture of innovation to achieve sustained business growth.
Overview
22
22
years of professional experience
Work history
Chief Operating Officer
Upholstery2u
National
01.2025 - Current
- Took over full leadership of the business following the founders’ transition, with responsibility for strategic direction, operations, commercial growth, and investor relations.
- Developed and executed a new business strategy to shift focus from the leisure and hospitality sector toward high-value commercial contracts - securing placement on the NHS National Framework and winning contracts with global brands including McDonald’s and Starbucks.
- Introduced a subcontractor-based service delivery model, reducing fixed overheads, increasing flexibility, and significantly improving gross margins and operational efficiency.
- Built strong executive-level relationships with global partners, suppliers, and key clients to ensure service quality, innovation, and long-term growth.
- Led the company’s digital transformation, implementing CRM platforms, workforce management tools, and scheduling automation to support scalable, tech-enabled operations.
- Provided regular strategic and financial updates to investors, supporting ongoing stakeholder confidence and alignment with growth objectives.
- Recruited and developed a high-performing management team, embedding a culture of accountability, operational excellence, and continuous improvement.
Director Of Customer & Operations
Sofology (DFS Group)
08.2021 - 12.2024
- Company Overview: Feel at home on a sofa you love
- Reporting directly to the Managing Director, with a dotted line into the DFS Group CEO for business transformation projects. Established member of the senior leadership team responsible for leading for the whole and culture setting across the organisation. Accountable for shaping and executing the comprehensive business strategy within a fast-paced, multi-site organisation comprising over 1,000 colleagues. Leading a team of Head of Departments, inc; Customer Care, Central Operations, In Home Customer Support, Continuous Improvement and Quality Control.
- Was approached to navigate the business area through post pandemic recovery, business was facing critical brand issues due to unfulfilling customer orders en masse, required immediate attention to build positive PR and repair reputational damage.
- Overhaul of product range - with 70% of range overhauled over 10 months - Profitable market share increased from 8% - 11% as a result.
- Co-creating Sofology 3 year strategy with MD, to achieve and deliver key focuses to drive business growth over a 3 year period. 1 year ahead of plans and successful delivery of strategy so far.
- Developed a Group-wide, brand-agnostic Clearance outlet to manage excess and customer-returned stock, eliminating the need for third-party liquidation. This initiative delivered annual savings of over £8M for Sofology while improving stock utilisation and operational efficiency.
- Leading a DFS Group project that will save the organisation 40M by building the insurer's landscape to ensure we are profitable, customer-focused and align with FCA margin caps to ensure compliance and business sustainability are future proofed.
- Delivered cost savings of £1.5M through strategic insourcing and workforce optimisation.
- Reduced cancellations by £19M since FY22 through process enhancements and improved product quality.
- Elevated Customer NPS by 103 points, from -59% to +62%, through customer journey redesigns and SLA improvements.
- Improved employee engagement from -23 to +35 since FY22, reducing turnover from 86% to 23%.
Head of Retail & Direct Sales
Sofology (DFS Group)
03.2018 - 07.2021
- Company Overview: Feel at home on a sofa you love
- Reporting directly to CEO, accountable for the entire 57 store retail estate and Direct Sales business function. Expert in integrating Sales and Contact Centre operations to boost engagement, productivity, and profitability while driving cross-functional collaboration with Retail Stores.
- Revenue Growth: Designed and implemented a retail experience process and performance management strategy, increasing annual sales from £220M to £285M during the pandemic.
- Innovation in Customer Experience: Designed and implemented a retail experience process and performance management strategy, increasing annual sales from £220M to £285M during the pandemic.
- Sales Transformation: Spearheaded the transformation of the Direct Sales function, merging Sales and Contact Centre expertise to enhance team engagement, productivity, and revenue growth.
- Cross-Functional Integration: Eliminated cultural silos between Retail and Direct Sales by rebranding to the OMNI Channel Sales Team and introducing collaborative tools and processes.
- Operational Efficiency: Implemented a model for Retail teams to manage overflow calls, optimising customer demand without increasing FTE.
Regional manager
Sofology
, North West
07.2014 - 07.2018
- Managed operations across multiple locations, ensuring consistent adherence to company policies.
- Led teams of site managers, cultivating a culture of performance and accountability.
- Oversaw daily activities to optimise efficiency, quality, and customer satisfaction.
- Implemented operational improvements to streamline processes and reduce costs.
- Monitored financial performance, collaborating with teams to exceed budget targets.
- Coordinated with corporate leadership to align regional initiatives with business objectives.
- Ensured compliance with health and safety regulations, maintaining workplace safety standards.
- Delivered training programmes to enhance team capabilities and overall performance.
Territory Manager
Apple U.K
05.2010 - 04.2014
- Reported directly to the U.K MD and Leading a team of ASM’s (Area Sales Managers) and ASC’s (Apple Solutions Consultants) working within Apple’s retail partners across the country. Developing relationships with retail partners Dixons Carphone, John Lewis & Tesco at Head Of Retail levels. Responsible for turnover in excess of £160 million per annum. Ensuring direct reports deliver Apple’s synonymous customer experience and brand standards.
Area Sales Manager
Dreams
04.2010 - 08.2011
Area Manager
O2
03.2008 - 03.2010
Flagship Store Manager
O2
03.2004 - 02.2008
Skills
- Strategic Leadership & Commercial Acumen
- Customer Experience & Satisfaction
- Operational Transformation & Efficiency
- Business Growth & Innovation
- Leadership Development & Mentorship
- Project Management & Implementation
- Stakeholder Management & Senior Leadership Influence
- Organisational Strategy
References
Available on request
Timeline
Chief Operating Officer
Upholstery2u
01.2025 - Current
Director Of Customer & Operations
Sofology (DFS Group)
08.2021 - 12.2024
Head of Retail & Direct Sales
Sofology (DFS Group)
03.2018 - 07.2021
Regional manager
Sofology
07.2014 - 07.2018
Territory Manager
Apple U.K
05.2010 - 04.2014
Area Sales Manager
Dreams
04.2010 - 08.2011
Area Manager
O2
03.2008 - 03.2010
Flagship Store Manager
O2
03.2004 - 02.2008