Meet the Team

RedRoute is a unique and multi-disciplined team with specialists in business consultancy, brand marketing, trade marketing, digital marketing, finance, business decision support, econometric modelling, market research, customer data analysis and computer programming.

The full team currently comprises about 30 people and continues to grow in line with our business development needs.

Consultancy Team Director: Richard Hey

The Consultancy team is led by Dr Richard Hey who, prior to co-founding RedRoute, spent 5 years as UK Retail and CPG Strategy Director at SAS, the global industry standard software system for data mining; and prior to that was Director of Operations Management and Development at Kodak, where his career spanned over 20 years with the company, and during which time he led Kodak’s ECR programme globally, becoming an industry recognised expert in all aspects of supply chain management. His early career was spent in Marketing at Bass Brewing which provided him with a thorough understanding of consumer marketing.

Richard likes to be sure that every RedRoute client is maximising the effectiveness of their marketing budget and that RedRoute's contribution to that objective is delivered in the most timely, constructive and cost-effective way. He is 'solutions-driven' and will strive to ensure that you see a clear bottom-line and top-line benefit every year as a result of engaging us.

Richard’s business consultancy team includes a number of very experienced Marketing Science Consultants who understand how RedRoute’s range of services can be used to increase your sales and grow your bottom line. They speak your language having held C-suite positions at major international corporations in functions such as marketing, logistics and general management.

Analytical and Research Team Director: Steve Messenger

Head of RedRoute’s analytical and research team is Steve Messenger who has an MSc in Economics and Econometrics and has been measuring the sales effectiveness of marketing activities since 1980.

Before co-founding RedRoute in 2007, Steve was a Senior Director at Ipsos-MORI for 8 years where, working with several major UK retailers, he developed an innovative and market-leading global service for combining attitudinal market research with customer transactional data that maximised customer value.

Prior to that he was Director of Business Insights at Sainsburys for 4 years, where he was responsible for sales forecasting and for their CRM & Loyalty card analytics; and prior to that, head of Global Marketing Analysis for IDV (now called Diageo), also for 4 years, during which time he led the analysis of marketing effectiveness for brands such as Smirnoff, Baileys and J&B whisky across all their major markets worldwide. While at Diageo, he also implemented, jointly with Ray Higgs, the IDV Marketing Academy which set global standards for marketing best practice and for which he won GrandMet's global "Closer to My Customer" award.

Steve’s early career was spent in marketing consultancy for media specialist OHAL (now part of the global WPP group known as Gain Theory) where he was Director of Marketing Planning & Modelling, and over 12 years led more than 20 major marketing effectiveness projects for blue-chip clients in the UK, USA, Germany & Ireland.

Steve's objective is to find out how the demand-side of every client's business really works so we can predict with certainty what the future holds no matter what market conditions they are facing or what marketing strategies are deployed to meet them. He brings a wealth of market knowledge and modelling expertise to every problem, and an instinctive understanding of demand-side issues that mean, time and again, RedRoute clients get the inside track.

Director of Business Partnerships: Andrew Smith

A senior International Business Chief Executive with expertise in leading branded, private label and franchised businesses in the FMCG, packaging and logistics industries, Andrew’s focus is growing RedRoute’s international base of Franchisees and Affiliates. Prior to joining RedRoute, Andrew established a successful international franchising business in the packaging and courier sector, with a focus on the Turkish and GCC (Gulf Cooperation Council) region. Prior to that he was Group Vice President Consumer Products Packaging & Logistics Division of the Olayan Group and prior to that Regional VP for Turkey & Managing Director for GCC for Henkel.

Non-Executive Directors

Non-Executive Director and Key Account Director: Nick Carr

Nick has a 25-year background in Strategic Planning, Global & Local Marketing, and Commercial Management at senior executive level within IDV, Seagram and Diageo. He has in-depth client-side experience managing and maximising the effectiveness of multi-million pound consumer-facing marketing budgets at every level: local, regional and global. As an example, his responsibility in Seagram Asia Pacific was managing a $12m central marketing budget and a $130m regional marketing budget. He brings extensive experience in using quantified methods to challenge “effectiveness of spend", measurement activities, setting KPI’s, and zero-based budgeting thinking.

At Diageo he was responsible for the team that led the long term (21 years) demand forecasting for the £3billion annual Scotch business and its consequent supply-chain implications. This involved using econometric forecasting and modelling for the optimisation of over £4billion of Scotch stocks.

He has subsequently brought this extensive experience to the leadership of RedRoute’s Heathrow Airport and Heathrow Express accounts, both identifying the effectiveness of their marketing spend activities and deriving the implications of that work for optimising future marketing strategy.

Non-Executive Director and Key Account Director: Nick Adderley

Nick is responsible for the management and development of a number of key RedRoute clients. He joined RedRoute in 2016, having previously been Marketing and Insight Director at Heathrow. Nick has held senior marketing roles in the retail sector, at Sainsburys, Somerfield and Kingfisher, as well as developing the Heathrow brand and launch of digital Heathrow.

Specialist Associate Directors

The Account Teams are supported by specialist Associate Directors Nigel Wood (Business Consultancy), Stephen Dent (Data Analytics), Rachel Francis (Decision Support Applications), Robert Whiteford (Brand Equity Measurement and Modelling), Caroline Sharp (Director of Market Research) and Jo Whitaker (Director of Market Research). All have world class expertise and have held senior positions in major companies including Ipsos-MORI, Sainsburys, RBS, Nielsen and Mars.

Research and Analytics Personnel

Completing the RedRoute team are our valued pool of highly-skilled Analysts, Senior Analysts, Junior Analysts, Research Managers, desk researchers and Project & Client Managers who work tirelessly to deliver your project on-time, on-budget and on-the-money for maximising your marketing ROI. All are qualified at degree-level and in many cases have higher degrees and/or post-graduate professional qualifications.

Needless to say the team assigned to your consultancy project always comprises the right of mix of skills and experts to understand and analyse the situation and then tell you how you can maximise your sales and the return on your marketing investments.