Andrew Salmon is a seasoned digital expert and strategic business consultant with extensive experience in driving revenue growth, enhancing profitability, and delivering meaningful change initiatives. He has worked across multiple industry sectors in the UK, EMEA, and North America, from start-ups to PE-backed businesses. Andrew's background in B2B, B2B2C, and B2C business models makes him an expert in creating a practical business strategy and defining new customer experience and product initiatives. He has held senior management and consultancy positions in various companies, including Allfunds Bank, Mastercard, Avast, Brighthouse, and Travelodge, delivering digital transformation benefits. Andrew's skill set and experience make him an invaluable asset in developing and implementing integrated roadmaps for successful business change. He studied Marketing at CIM, received a Bachelor of Science in Business Studies from the University of Bradford Management Centre, and Business Studies from the University of Bradford.