MEET THE TEAM
Board Of Directors
Executive Chairman
Martin is a seasoned Technology, Media and Telecoms (TMT) entrepreneur. He has set up sold and listed multiple businesses. His first business, a BMX magazine, was sold to IPC Magazines in 1982. Following three years with IPC he left to set up his own publishing and telecoms business Megafone. This was subsequently sold to Scottish Power Plc.
During his time with Scottish Power he joined its subsidiary, Scottish Telecom, as Managing Director of the Internet and Interactive division, including Internet ISP Demon Internet. Following the flotation of Thus plc (formerly Scottish Telecom) Martin moved on to establish Monstermob Group Plc which listed on AIM in 2003.
Over a three year period it grew to become a Top 50 AIM listed business with a market capitalisation of £192m. This business was sold to Zed Worldwide in late 2006. Martin has subsequently founded a range of businesses including Cityblock plc, a luxury student accommodation business which was privatised and sold to management in 2009; NetPlayTV plc, an interactive TV gaming business which boasted exclusive partnerships with Virgin Media, Channel Five, and ITV; and Digitalbox Plc, a digital media business.
Digitalbox was ranked in The Sunday Times Tech Track 100 in both 2015 and 2016 and listed on AIM in February 2019. Martin holds the position of Non-Executive Director of Digitalbox Plc and has previously held Non-Executive Director positions with Legend Plc and Cupid Plc.
Group Finance Director
Prior to joining the board as Group Finance Director, Dan held the position of Group Head of Finance and has been a key part of the group’s management team since its inception and subsequent IPO in July 2018.
Dan was one of the earliest employees to join Monstermob Group plc, a mobile content business, progressing through various roles during his five years with the company, including UK Financial Controller and Group Accountant, during which time the company grew from a privately held startup into a global plc.
After leaving Monstermob, Dan took on the role of Group Financial Controller of NetPlay TV plc, an interactive gaming business.
He then went on to be Financial Controller of Studio Liddell, an animation and interactive studio, which became part of Huddled (then Immotion) in 2017.
Dan has a degree in Economics from Lancaster University and is a member of the Chartered Institute of Management Accountants.
Non-Executive Director
Nicholas has extensive investment banking and capital markets experience and is actively involved in public markets. Having read Engineering at St. John’s College, Cambridge, he commenced his career at Coopers & Lybrand where he qualified as a chartered accountant.
He joined Dresdner Kleinwort, where he worked in the corporate finance department advising a range of companies across a number of different sectors. When he left in 2009, he was a Managing Director and Head of Investment Banking for Dresdner Kleinwort’s hedge fund/alternative asset manager clients. He now holds a number of directorships of public companies with a particular focus on technology and financial sectors.
Peeko People
Brand Director
Sam, with a wealth of experience in brand creation and management, strategic marketing, and communications, started his career at the global advertising giant Saatchi & Saatchi, primarily working on the Western European account for Proctor & Gamble, the world’s largest advertiser.
In 2008, Sam joined NetPlayTV plc, where he managed the brand portfolio for Challenge Jackpot, SuperCasino, and Bingos. He oversaw strategic media partnerships with Sky, Freeview, Channel Five, Virgin Media Television, and ITV. During this period, he launched the first-ever live, interactive gaming program on UK terrestrial television, managing bets exceeding £50 million monthly.
In 2010, Sam founded Digitalbox, a pure-play digital media business operating three trading brands: “Entertainment Daily,” “The Tab,” and “The Daily Mash.” In 2015 and 2016, the company was recognised in the Sunday Times HISCOX Tech Track 100, placing it among Britain’s top 100 fastest-growing private tech companies. Digitalbox listed on AIM in 2019.
In 2017, Sam joined Immotion Group plc as Group Marketing Director, overseeing the launch of their out-of-home proposition, ImmotionVR, and global partner offerings, including multiple brands from the Merlin Entertainment portfolio and MGM Resorts. In 2021/22, he played a pivotal role in developing and launching Immotion’s home-based entertainment offerings, ‘Let’s Explore: Oceans’ and ‘Vodiac VR.’
Sam currently holds the position of Brand Director at Huddled Group plc.
Sam has a BSc Honours degree in Business & Economics from Lancaster University Management School.
Head of Corporate Communications
Andrea is a highly experienced communications and corporate affairs specialist, qualified in sustainability leadership. Passionate about enabling purpose-led organisations to create greater value and impact through sustainable growth, Andrea joined Huddled Group in January 2025.
With a career spanning over 30 years, Andrea has a unique breadth of skills and experience. She has run her own communications business, consulted both independently and as a Baringa Associate, and has operated at a senior level in high-profile organisations, including central government departments, law enforcement agencies, industry membership associations, and businesses in the telecoms, media, and technology sectors.
Andrea has a proven track record of establishing and leading functions, strengthening capabilities, developing impactful strategies, and delivering positive change to build brand reputation in complex organisations across the private, public, and non-profit sectors.
In 2010, she was seconded to 10 Downing Street to advise the newly formed Cameron-Clegg Government on communicating as a Coalition. In 2013, she was part of the leadership team that established the National Crime Agency. In 2021, Andrea began her consulting career and has more recently dedicated her efforts to helping organisations build a sustainable future.
Creative Director
Social & Live Commerce Director
Marketing Manager
Trading Director
Managing Director
Wayne has spent 30 years honing his craft as an online sales specialist, bringing a wealth of e-commerce expertise to Huddled Group. Passionate about harnessing commercial opportunities through digitisation, Wayne began his career by selling independently on eBay. With a keen eye for emerging trends, he quickly surpassed high street retail brands in the sale of Pokémon cards.
Wayne later shifted his focus to helping businesses establish an online presence, working with retailers and wholesalers to enhance their e-commerce capabilities and expand into online sales.
Buying Manager
Senior FMCG Buying professional with 8+ years’ experience across discounter and wholesale environments, delivering commercially driven strategies that enhance margin, optimise range, and accelerate business growth.
Proven expertise in deal buying, range planning, and supplier onboarding, combined with a strong track record of building and leveraging strategic supplier partnerships. Well-connected within the industry, with the ability to identify emerging opportunities, negotiate effectively, and drive competitive advantage.
Recognised for a hands-on leadership style, commercial acumen, and the ability to influence stakeholders across all levels to deliver results in fast-paced, high-volume environments.
Outside of work, I’m a passionate Nottingham Forest supporter, enjoy spending quality time with my family, and walking my dog, Neco.
Financial Controller
GROWTH
We are committed to continuously improving ourselves, our businesses, and the positive impact we have.
We operate responsibly and transparently.
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