Phil Elford

Commercial Director

Phil brings over 15 years of leadership experience in the consumer electronics industry, having previously led buying and commercial divisions at major retailers: Sainsbury’s, Argos, and Carphone Warehouse. He also held an executive leadership role at Lenovo UK&I. Phil’s expertise includes developing commercial and trading strategies, as well as fostering collaborative and effective relationships with tech brands at both the UK and global levels. He has managed end-to-end P&L responsibilities for divisions with revenues up to £1 bn. Throughout his career, Phil has consistently delivered significant commercial growth and substantial market share increases. He possesses a deep understanding of the UK consumer electronics market, combining strategic thinking with a pragmatic and proactive approach to drive results through a clear vision and plan.