Our Origins

‘The market needs it, it doesn’t exist, so I’ll create it myself.’

John Maltman, founder and CEO of e.fundamentals built a corporate career in FMCG sales and general management with global giants Procter & Gamble, PepsiCo and Asda Walmart before stepping into the world of digital start-ups.

Frustrated with the Fast Moving Consumer Goods industry’s weak reaction to the enormous opportunities presented by eCommerce, John decided to apply his deep client-side knowledge to help clients win online.

We are experts that focus on your omnichannel needs

We operate with a board showcasing stellar experience: a former CEO of Sony Computer Entertainment Europe, the ex-CIO of Sainsbury’s, the Chairman of CPM, Europe’s biggest field marketing company and functional experts from the worlds of technology and marketing.

The team worked together to create e.fundamentals – a best-in-class eCommerce analytics platform that helps brand owners generate optimal revenue and margin growth through online retailers by providing deep, actionable insights presented in a highly intuitive way.

Operating Internationally

A global service provider for eCommerce category insights

Since launching in 2016 e.fundamentals has become globally focused. Operating and supporting brands execute global category strategies with retailers. 

With offices and teams based across Chicago, London, Edinburgh, Malaga and Milan we are committed to supporting your international needs. 

As a global provider we offer complete category insights for your brand across all of your key markets. Covering the major retailers in USA, UK, Australia, Canada, France, Germany, Italy and much more.

Global Offices

We partner with CPG brands to drive understanding across ecommerce through actionable analytics


Brand Management

Influence your brand appearance and compliance online. Optimise your brands for retail search, drive compliance or brand consistency.

Key Account Management

Time saving insights so your teams can focus on relationship building, promotional effectiveness and driving increased sales and profitability across key retailer accounts.

Category Management

Dedicated category management tools and features to optimise your brands presence online. Save time with range revenues, improve revenue growth and better understand shopper insights.

Be part of our journey

e.fundamentals build eCommerce solutions for the worlds biggest brands. We are always looking for ambitious, innovative and driven talent to join our teams.

We are a growing team of product engineers, marketers, customer success managers and FMCG experts all focused on building a better platform for our clients. We empower our teams to be as ambitious as our clients and we foster an environment of professional and personal growth.

We have an unwavering commitment to being a diverse and inclusive employer. If you want to learn more about career opportunities at e.fundamentals click here to see our current vacancies.


Customer Focused in every sense

The first full version of the service launched in May 2016 and the company quickly secured a range of prize blue chip clients including: Jacobs Douwe Egbert, Wilkinson Sword, General Mills, Nomad Foods and Nestlé Purina.

In the time since e.fundamentals has grown into a world-leading digital eCommerce analytics platform. Feedback has been clear and unanimous – whereas competitors seek to sell data, e.fundamentals aims to make money for its clients every time they use the service and is the only analytics company that can guarantee that. 

Central to the service is our unique product framework, the 8 Fundamentals, which uses real-time data gathered from a wide variety of online retail stores to show a user where the problems are and where the business growth opportunities lie. 

A passion to make data solve global brand challenges


Our multiple office’s are home to the best cutting edge data and software engineers that help bring data to life for global brands.

e.fundametals has evolved since launch and sets the bar in data science for FMCG and CPG brands looking to better utilise eCommerce analytics.

As a forward-thinking technology company, we are always on the lookout for the freshest talent to help bolster our client’s performance.

If you have the talent and ambition Join us.

Meet The Team

John Maltman

John Maltman

Chief Executive Officer

A successful career with blue-chip FMCG companies (Procter & Gamble, PepsiCo and Asda Walmart) complemented with leadership roles in high growth B2B technology and service businesses. Includes Managing Partner at The Quantic Group, a sales and marketing consultancy – led to a treble turnover and more than quadruple profitability over five years, developing a roster of some of the world’s best sales and marketing businesses.  Clients included: Coca Cola Enterprises, Nestlé, SCA, Groupé SEB and Unilever FS.

Cheryl Haggerty

Cheryl Haggerty

VP of Customer Success

Cheryl has 25 years experience of delivering revenue and profit growth for major brand-owners in FMCG, consumer electronics, health and beauty. She has worked across the full spectrum of sales and marketing, from field marketing agencies, to contact centres, experiential & omnichannel personalisation. Across her career she has worked with big brand names such as: Diageo, Mars, P&G, Post Office, Camelot, DHL, Barclaycard, as well as managing sampling activation and loyalty personalisation delivery for Asda, Morrisons, Boots/Walgreens & Intermarche.

Greg Urquhart

Greg Urquhart

Chief Technology Officer

As the Director for Product Delivery at Skyscanner, the travel fare aggregator site, Greg was instrumental in scaling the Product and Growth teams from around 60 people in Edinburgh to around 650 people in 7 countries in Europe and the Far East. The success of the teams led to the £1.4bn acquisition of Skyscanner by CTrip. Greg has 30 years’ experience of launching successful B2B and B2C products and has worked for a mix of start-ups and blue chips. He leads our expanding DevOps team with the “aim to make e.fundamentals the Skyscanner of the eCommerce analytics world”.

Martin Brooks

Martin Brooks

Chief Marketing Officer

Martin Brooks has been a digital agency entrepreneur and CEO for the past 15 years, working with a wide range of major Global, Regional and UK-based clients.

He co-founded Omnicom’s Agency Republic (2001) and Work Club (2008) which, between them, have won six Agency of the Year awards from Marketing and Campaign under his leadership, plus many awards for creativity and effectiveness. In 2014 Martin sold Work Club to Havas Group.

Martin was a co-founder and investor in i-Spy (search marketing) which was sold to Aegis in 2010. 

James Richardson

James Richardson

Chief Financial Officer

A director of Metric, an accountancy firm that assists technology and high growth companies (those enjoying in excess of 25% growth per annum).  James specialises in funding (including Venture Capital, Crowdfunding, Angel investment, SEIS / EIS applications), specialist tax advice (e.g. R&D Tax Credits, Patent Box, Video Games Tax Relief), M&A, Due Diligence and Valuations, Consultancy services (e.g. Strategy, Expansion, Risk Management). As CFO of E Fundamentals, he is responsible for financial reporting and budgets, funding and cash flow and is a member of the Board of Directors.