Parfetts online manager Natalie Campbell

Source: Parfetts

Campbell has worked at the wholesaler in a series of management roles for 10 years

North of England wholesaler Parfetts is ramping up its digital investment with the appointment of an online manager.

Natalie Campbell, who has worked at the wholesaler in a series of management roles for 10 years, will report directly to the board, and be tasked with building a team of digital experts.

Campbell’s brief is to transform the digital experience for the wholesaler’s suppliers.

Parfetts retail director Guy Swindell said online sales was the business’ fastest-growing channel, increasing at a rate of 10% year on year. In 2018 online sales accounted for £103.8m, 30% of Parfetts’ turnover.

“We believe that by deploying best-in-class technology across all aspects of our business, Parfetts will become the easiest wholesaler to work with in the industry,” said Swindell. “We have already made big steps in growing our online channels, and Natalie is the right person to lead the next stage in our journey. Extremely driven, she has a deep understanding of the business, its customers and suppliers, and has a proven track record of successfully managing projects.”

Campbell said: “Parfetts is often recognised as the best in class operationally. My goal is to achieve the same digitally. I will do this by matching suppliers’ needs to those of our customers, on relevant and innovative platforms.”