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.

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.  

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.

Jo Campbell

VP Commercial Partnerships

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.

Martin Brooks

Chief Marketing Officer

Martin 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. Having operated and sold many award winning agencies across a range of marketing disciplines. 

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.

Meet the Customer Success team

Helen Thomas

Insight Manager

Dan Foy

Global Account Director

Amanda Critchley

Customer Success Director

Steve Abram

Customer Success Manager

Jake Laxton

Customer Success Manager

Gosia Ozimek

Customer Success Executive 

Julia Bourdon

Insights Executive


Book a free expert demo of our Digital Shelf Analytics platform now.

One size does not fit all – we know that your company will have unique needs and we’re here to help configure our platform and reporting to focus on the measures your business cares about most.

We give all our customers free resources to help win on the Digital Shelf

UK Shopper Insights Report 2020

What you need to know about changing shopping habits

The Digital Shelf Cast

A monthly podcast for CPGS covering the latest trends in grocery and digital ecommerce.

Hype Cycle for Digital Commerce 2020

Complimentary Report Download
e.fundamentals is a world-leading data insights and eCommerce analytics provider for CPG brands looking to optimise performance across online retail. We turn complex retail eCommerce data into actionable insights. Ensuring Sales, Marketing and Commercial teams have the actionable intelligence to improve digital shelf performance.



20 St Thomas Street, 2nd Floor Runway East,
London, SE1 9RS



444 West Lake Street, 
Suite 1700, 
+1312 416 8580


Malaga - Spain

Parque Tecnológico. 
5 Calle Severo Ochoa, 
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