FOUNDED IN 2015,
WE CREATE AND DELIVER
INTELLIGENT COMMERCE SOLUTIONS,
ENABLING OUR CUSTOMERS TO SELL AND MARKET MORE EFFECTIVELY.

We are

A global provider

of outsourced sales & marketing solutions

for retailers and consumer goods companies

Global insights.
Local relevance.

Advantage Smollan is the result of a strategic international partnership between Advantage Solutions and Global Smollan Holdings.

Combining local expertise with global scale to deliver effective, innovative solutions for our partners.

Our global structure enables us to:

Support our customers around the world to create growth opportunities in new and existing markets.

Our global structure enables us to:

Deliver solutions which are high quality, flexible, consistent and transparent within and across markets.

Our global structure enables us to:

Offer innovative global technology solutions.

Our global structure enables us to:

Provide skilled support and implementation teams for global programmes.

Our global structure enables us to:

Leverage our global network for shared learnings, innovation and best practice; future proof our client's businesses.

Our global structure enables us to:

Attract and retain top talent looking to grow in a global business.

Our global structure enables us to:

Acquire and develop businesses that support our customers best in their market.

Our strategic global alliance

Our operating model

Data-driven

Activities are planned and executed with more precision and less waste.

Efficient

Established, unified ways of working mean greater efficiencies in how activities can be directed centrally, regionally, or locally.

Technology enabled

Automated business processes empower teams to perform optimally.

Measurable

Impact and results are consistently monitored and measured to drive continuous improvement.

Our Portfolio
of Companies

We recognize the need to provide compelling, tailored and differentiated solutions for our customers in each market – as well as repeatable solutions across markets. We do that by bringing international best practice from all corners of the globe and coupling it with local expertise and engaged teams on the ground.

Meet Our Leadership Team

Leading innovation in retail solutions across Europe.

Nicky Sanderson

CEO Europe

Nicky is the CEO of Advantage Smollan, bringing over 20 years of commercial and operational leadership across field marketing and sales. Since joining Advantage Smollan, she has held senior roles including Group Field Sales Director and Head of UK Sales Solutions, leading transformative initiatives that enhanced performance and customer engagement. Previously, Nicky served as Managing Director of Powerforce GB, also part of the Advantage Smollan Group, where she championed innovative retail execution strategies driving brand visibility, sales execution, and data-led ROI for leading FMCG and consumer electronic clients. Her earlier career includes key leadership roles at Advantage Smollan business REL Field Marketing, and also client side with Red Bull and British American Tobacco. In these roles she built and developed high-performing sales teams and delivered exceptional results in both on-trade and off-trade environments. With a reputation combining strategic insight with a deep commitment to client success, Nicky drives growth and operational excellence across Europe’s diverse markets.

Phillip Dimech

Head of Information Technology, Europe

Phil is an accomplished IT leader with over 25 years of experience driving technology strategy and transformation across Europe and beyond. As Head of European IT at Advantage Smollan, he oversees IT operations, data Infrastructure, budgeting, and large-scale digital initiatives. Phil previously held senior IT roles at SDL, STERIS, and TNS NFO, leading global service operations and change management efforts. With a strong foundation in team leadership and technical innovation, Phil brings deep expertise in building scalable IT infrastructures and operations that support business growth and operational excellence.

Paul Phillips

CEO, Flixmedia

Paul is CEO of Flixmedia, leading a global team that powers premium digital content syndication for the world’s top consumer brands. With operations in over 100 countries and over 1 billion online shoppers reached annually, Paul has scaled Flixmedia’s bespoke SaaS platform to deliver AR, e-commerce and insight solutions. Previously, he held executive roles at TiVo, Red Bee Media, and Virgin Media, driving large-scale transformation and operational excellence. Paul brings strategic leadership, commercial acumen, and a deep passion for innovation at the intersection of media, technology, and customer experience.

Suzy Burke

Chief Finance Officer, Europe

Suzy is a qualified Accountant with over 18 years’ experience in finance across multiple industries, including FMCG, MedTech and Financial Services. She has extensive experience in setting up multinational teams and leading group strategy. In 2019 Suzy joined ConvaTec plc as VP of a global business unit driving the US growth plan and leading on M&A. In 2022 Suzy was appointed Deputy CFO at Lowell Group in the FS sector leading Finance, Procurement and Business Intelligence. She has also held non finance roles in Sales and M&A. Suzy was appointed CFO of Advantage Smollan in March 2023.

Alix Bolton

Chief People Officer, Europe

Alix is passionate about people, culture, and transformation, with diverse experience across sectors including FMCG and ecommerce. Previously Group HR Director at Walker Filtration, part of the Atlas Copco Group, she led global HR strategies driving growth, change, and high-performance cultures. In March 2025, Alix joined Advantage Smollan as Chief People Officer – Europe, working with teams across the region to build people-first strategies that enhance client-centricity and foster collaboration to ensure long-term success.

Jen Hill

Operations Director, Europe

Jen is a strategic and people-focused leader, who was promoted to Operations Director, Europe in 2025. With over two decades of experience, she has shaped commercial and operational strategies across Europe, holding key roles such as Field Sales Transformation Director and International Business Development Director. Jennifer’s earlier career at Molson Coors and Britvic Soft Drinks saw her lead large teams and deliver impactful customer initiatives. Recognised in the FMBE Hall of Fame, she is known for her ability to simplify complexity, build engaged teams, and drive results through smart execution and strong commercial insight.

Joelle De Freitas

Data and Technology Director, Europe

Joelle is the Data and Technology Director for Europe at Advantage Smollan, bringing over 15 years of commercial and operational leadership across FMCG and retail sectors. Her experience spans senior roles at William Grant & Sons, and PepsiCo, where she led client teams, strategy, and route-to-market initiatives across Europe. Joelle’s expertise lies in driving digital transformation, optimising data strategy, and delivering customer-centric solutions. Passionate about innovation, she combines strategic thinking with deep industry knowledge to build scalable, tech-enabled commercial capabilities across complex markets.

Nick McGrath

Head of Region, Western Europe

Nick is Head of Region for Western Europe at Advantage Smollan, overseeing operations and strategic growth across the territory, as part of this responsibility Nick leads the Advantage Smollan business: REL Field Marketing in the UK as Managing Director. With over 30 years of commercial leadership, he has held senior and c-suite roles at Panasonic as Sales Director UK and D2C, GM Ireland and at PepsiCo Europe in strategic, commercial and GM roles. Beginning his career at Mars Confectionery, Nick brings deep expertise in Consumer Goods sales, strategy, and execution.

Petr Havlicek

Head of Region, CEE

Petr is Head of Region for CEE at Advantage Smollan and Managing Director of 4P&P, Czech Republic, bringing over 25 years of leadership in the food and beverage industry. With a career spanning Coca-Cola and premium spirits across Europe, he combines deep commercial acumen with a strong foundation in people management, customer engagement, and performance optimisation. Known for driving transformational strategies, Petr excels in sales excellence, retail dynamics, and financial governance. A proud YPO member, he is committed to values-led leadership and continuous growth, inspiring cross-industry collaboration and innovation through integrity and insight.

Javier Vila Castellon

Head of Region, Southern Europe

Javier is Head of Region for Southern Europe and the CEO and Founder of Externalia, bringing over 20 years of commercial and marketing leadership in FMCG and outsourced sales services. Since 2009, he has led Externalia's growth across Spain, delivering innovative go-to-market solutions. Javier previously held senior roles at Grupo Gallo and Henkel, where he drove brand strategy, trade marketing, and key account development. He is a strategic leader known for his results-driven approach and deep expertise in sales and customer engagement. On a personal note, Javier has worked with the Provea NGO (caring for the elderly) for years, serving as vice president and a member of the board of trustees.

Bronwyn Andrew

Managing Director, Powerforce

Bronwyn is a dynamic and results-driven leader, known for combining commercial acumen with creativity, heart, and high-impact execution. As Managing Director of Powerforce, she leads with energy, clarity, and a strong focus on both performance and people. Under her leadership, the agency has been named Field Marketing Agency of the Year twice (2022 and 2024) and ranked 5th in the UK’s Great Place to Work list, reflecting her commitment to building a high-performing, engaged culture. Bronwyn is known for being authentic, efficient, and energetic—bringing momentum and focus that helps teams do great work and enjoy the process.

Laurence Clube

Chief Operating Officer

Laurence worked in a number of sales and marketing roles for Dulux paints, Guinness, and Diageo over a 16year period, prior to his appointment as a Business Unit Director at Sainsbury’s, one of the big grocery retailers in the United Kingdom. In 2007 he was appointed as MD of REL Field Marketing, and in 2013 took up the role of CEO of The Blueprint Group (part of REL). Three years later, having sold the REL business to Advantage Smollan, Laurence was appointed as COO of Advantage Smollan responsible for building and managing the business across its European scope.

Rebecca Ahern

Growth Director

Rebecca has worked for the business since 2007 in various customer management roles primarily in the consumer electronics and FMCG sectors, working with both retailers and consumer goods manufacturers. In 2013 Rebecca took up the role of joint MD of REL with Stephen Gordon and three years later, following the Advantage Smollan Acquisition, became Growth Director. Rebecca now leads the growth agenda for Advantage Smollan across Europe and works with counterparts in Advantage Solutions and Smollan to deliver global customer solutions.

Lucy Vallender

Head of Data Growth & Innovation

Lucy has worked in Sales and Marketing for over 20 years in a range of leadership roles and across a number of sectors. Lucy joined the group in 2013 spending 5 years as Managing Director of Retail Active, and most recently in a group role as Head of Data Growth & Innovation, responsible for the design, creation and pan-European execution of Advantage Smollan’s commercial data strategy.

Maria Southey

Chief Financial Officer

Maria joined the company in 2018 following tenures in senior finance roles across a variety of sectors from Technology to Media and Financial Services. Most recently as Lead Financial Officer at American Express for Europe, the Middle East and Africa and prior to that as CFO for Europe and the Middle East at Aimia, a Canadian listed data-driven marketing and loyalty analytics company. Maria is a qualified Chartered Accountant (FCA) and is currently responsible for Finance, Technology, IT and Data within the organization.

John Hubner

Head of Human Resource Operations

John was initially appointed in 2020 as Head of Advantage Smollan Talent responsible for Talent Management across the organisation, moving into his current role as Head of Human Resource Operations for the Advantage Smollan Group a short while later. He started his career at Sainsbury’s responsible for several retail management roles before moving into Human Resources. His role changed and broadened over time, the last being Head of HR for the Buying and Product Development function. His journey subsequently led him to work for an Employee Benefits Sales and Consultancy organisation as Group HR Director, before joining REL as Group HR Director in 2013.

Stephen Sowden

Chief Operating Officer, IMA

Stephen has worked within the agency world for 20 years – 17 years of which have been at IMA in Leeds. He worked his way up from Account Exec to owner, and now COO as part of Advantage Smollan.

Phillip Dimech

Head of Information Technology

Phil has more than 25years experience in delivering IT solutions both in the United Kingdom and at other international companies including SDL, STERIS, TNS, and the International Hospitals Group. He holds an Honours Degree in Information Systems Engineering from the University of Coventry. In 2013 Phil was appointed as IT Director of REL Field Marketing in the United Kingdom, after which he moved to Advantage Smollan as part of their 2015 acquisition. He was appointed Head of IT in January 2018, responsible for building and managing IT solutions across its European scope.

Paul Phillips

Chief Executive Officer, FLIXMEDIA

Paul has extensive experience in delivering innovative management strategies and ‘mission critical’ financial and operational programmes in complex and rapidly changing environment. He is proud to lead a talented team turning browsers into buyers.

Jurgen Leybaert

Chief Executive Officer, HAMILTON BRIGHT

Jurgen began his career as an Account Manager in retail before moving into the world of Field Marketing with Hamilton Bright Belgium. Jurgen started as a project manager in Consumer Electronics, working his way up over a few years to Country Manager of Hamilton Bright Belgium, before taking on the CEO role of all of Hamilton Bright in January 2020.

Stephen Gordon

People Director

Stephen’s career started in Grocery Retail with Safeway. Since then he’s continued to work in retail across multiple brands and retailers. In 2007, Stephen joined REL and was promoted to Managing Director in 2013 where he focused on an engagement strategyand people development programmesacross the business. His passion for cultural engagement, the power of people and commitment to sustainabilityhas led him to become the People Director for Advantage Smollan.

Martin Kolář

Head of Region, Czech Republic, Slovakia & Poland (CEE), 4P&P

Martin’s career began in logistics responsible for Nedlloyd Czechoslovakia. In 2002 he joined 4P&P to manage their operational and tactical business with existing customers, gradually expanding their portfolio in the Czech Republic and Slovakia. In 2019, he was appointed as Head of Region CEE responsible for building and managing the operational business across the region.

Workshop
MästerGasellenDagensIndustri

one of Sweden's fastest growing companies2019

REL
FMBE AWARDS

Agency of the year2020

REL
UK's Best Workplaces

Great place to work 2021

MästerGasellenDagensIndustri

One of Sweden’s fastest growing

2019

FMBE Awards

Agency of the year

2020

Ranked 4th

Prolific North Top 50 Integrated Agencies

2021

Featured case studies

Podravka

LG

FOUNDED IN 2015, WE CREATE AND DELIVER INTELLIGENT COMMERCE SOLUTIONS, ENABLING OUR CUSTOMERS TO SELL AND MARKET MORE EFFECTIVELY.

We are

A global provider

of outsourced sales & marketing solutions

for retailers and consumer goods companies

Global insights. Local relevance.

Our strategic global alliance

01Advantage Smollan

02 Advantage Solutions

03 SMOLLAN