Our Team

 Talent with a combination of hard-won CPG skills and highly experienced tech-sector successes. It's this combination that makes the e.fundamentals offer effective, valuable, unbeatable.

Meet the e.fundamentals leadership 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.

Darren Horne

VP Sales North America

A 30-year veteran in enterprise technology sales and management,  Recent experience has been with Mobify, a modern web storefront for headless commerce empowering enterprise retailers to continuously innovate their digital experience.

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.

Stephanie Rubin

Customer Success Director North America

Steph's 16 years of experience building sales and insights at General Mills and Procter & Gamble. She has led Sales Strategy, eCommerce, Shopper Insights, Category Management, and New Product and Category introductions for large and iconic CPG brands.

Jo Campbell

SVP Operations

Jo brings with her a wealth of commercial CPG experience from more than 15 years working for major CPG brand owners Procter & Gamble, and subsequently at Kraft Heinz, coupled with more recent experience as co-founder of a tech start up.
Cheryl Haggerty

Cheryl Haggerty

VP 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.

Ewan Patrick

Chief Financial Officer

Ewan leverages over 20 years of international experience in cross-border and capital market transactions, business development and market entry. With a global career experience operating across 26 countries.  
Engineering Director

Jordan Dick

Director of Engineering

Over 15 years of experience in Software Engineering Jordan has worked in many different sectors in a rapidly evolving industry. He is an expert in incrementally delivering complex systems for a range of specialist areas. Jordan leads our Engineering teams to maintain, design and continuously deliver new features to the e.fundamentals platform.

Meet the Customer Success team

Ambrosia Lindsey

Customer Success Manager

Dan Foy

Global Account Director

Vanessa Thompson

Director of Customer Success 

Will Wrightstone

William Wrightstone

Customer Success Manager

Brendan Fitzpatrick

Customer Success Manager 

Amanda Berry

Customer Success Executive

Helen Thomas

Insight Manager

Jake Laxton

Customer Success Manager

Amanda Critchley

Customer Success Director

Julia Bourdon

Insights Executive

Steve Abram

Customer Success Manager

Gosia Ozimek

Customer Success Executive 


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e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.



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