Taking over from my father in 2018 was both an honour and a chance to carve out a clear vision for Dufaylite’s future: sustainability. I saw how our products could become key players in replacing harmful materials like polystyrene, and from that moment, we sharpened our focus on a growth strategy built around sustainability as a core value.I started by focusing on our operational strategy, bringing in a new leadership team and advanced manufacturing technology to ensure we were ready for the future. This shift improved our production capacity by 400% and cut lead times by 20%. More recently, we’ve concentrated on sales and marketing, aligning these strategies with our growth plans and tapping into new market opportunities, resulting in a 60% increase in revenue.In 2016, I joined Vistage, surrounding myself with like-minded business leaders to broaden my perspective. Seven years later, I’ve learned that people come first - whether that’s building a strong team, working closely with customers, or nurturing long-term relationships with suppliers. For me, success is about trust, teamwork, and shared goals, and that’s exactly what makes Dufaylite stand out.

When I stepped into the role of Sales and Marketing Director, I saw an opportunity to bring sustainability to the forefront of our message. I focused on expanding our eco-friendly product offerings and developing strategies to boost our brand awareness, leading to a 11% increase in enquiries and a 18% growth in brand visibility across key markets.This period was all about refining our message and reinforcing Dufaylite as a leader in sustainable innovation. Whether it was in packaging, construction, or retail displays, we positioned Dufaylite as the go-to partner for businesses looking to reduce their environmental impact. During this time, we saw a 7% increase in new business partnerships, solidifying our reputation as a trusted provider for both small businesses and global brands.

Returning to Dufaylite after integrating Green Graphics back into the fold was a pivotal moment for me. As Sales and Marketing Executive, I focused on day-to-day strategies, delving into company systems, processes, and procedures to guide Dufaylite toward a sustainable future.This period was all about transformation - we implemented new systems I had developed at Green Graphics, increasing operational efficiency by 18% and reducing production waste by 3%. It was during this time that we laid the foundation for our bespoke sustainable packaging solutions, which contributed to a 22% increase in packaging orders and expanded our client base into new sectors.

I founded Green Graphics with one goal: to develop and promote printed Ultra Board solutions that took eco-friendly digital printing to the next level. From the ground up, I built the company - establishing systems, processes, and procedures, sourcing equipment, and hiring a team that specialised in sustainable digital printing for retail, signage, and exhibition sectors.Our mission was simple: bring eco-friendly alternatives to the market and encourage other printers to adopt Ultra Board. We developed products like roller banners, pop-up displays, and point-of-sale stands - all made from sustainable materials. During this time, we grew our client base by 143% year on year, securing major contracts with brands like John Lewis, Trek Bikes, and Tesco.

After completing my GNVQ in graphic design, I shifted into marketing, focusing on understanding customer needs and developing Dufaylite’s brand. My work helped strengthen our market position and provided insight into the development and sales processes, giving me the knowledge I needed to help Dufaylite grow.A key achievement was rebranding Dufaylite to better reflect our position in the market, which led to a 16% increase in brand recognition and laid the groundwork for our growth in the sustainable solutions sector.

I began my journey at Dufaylite in new product development, exploring how we could bring our laminated honeycomb boards into the printing and display markets. This led to the creation of Ultra Board, an eco-friendly alternative to PVC and timber for retail displays, signage, and exhibition stands.I started from the ground up, learning to cut samples by hand and later mastering CAD cutting tables to create designs at scale. By the time I moved on, Ultra Board was being used by 9 major brands and had generated 10.5% growth in sales for Dufaylite.