We think like you

Our vision is, and has always been, to empower incredible brands to compete with the best in the world to reach their potential. We are motivated by building collaborative partnerships and the satisfaction we get in seeing our clients surpass their goals.

We work with companies who share the same curiosity and ambition as us. We challenge, we inspire, we learn together. From understanding your customer economics to delivering best-in-class campaign performance, sales forecasting and robust customer-centric measurement, we enable our clients to adapt and grow sustainably.


Powerful together

We have first hand experience of the opportunities and challenges you face - we are not afraid to have a strong opinion. When you call to talk about your campaign or strategy, you are talking to the person doing the work. We will challenge each other to achieve better.

We work with exciting, innovative brands who have created something amazing. Alongside all the data and commerciality, we know how to nurture what's special about your brand and the team that built it.

The more2 community is a powerful thing - a hundred retail brands growing, learning and adapting. We've established a common set of metrics across all our clients which enables us to prioritise your biggest opportunities. And if you'd like to learn first hand how they do it, we regularly make friendly introductions so our clients can learn from one another.

Get in touch!

20 years

building direct brands


marketers and scientists

200+ brands

have grown with us so far

Meet the team

The majority of the more2 team are working directly with our clients either in a consultative strategy and planning role or within one of our expert delivery teams. The delivery teams cover data build, analytics, campaigns, digital performance, media and email. As our client, you gain access to experts in all these disciplines for just the amount of time you need, so you can compete with the market leaders from day one and our resource will grow with you.

We find real fulfilment in working on a long term basis with such amazing brands because we feel very much part of their story. Hear what some of the team have to say...

Becky Jasper

Client Director

We are trusted advisors to our clients, supporting their goals but being challenging where needed. Our view across the whole of retail gives us a truly unique perspective - it's exciting to help younger companies get ahead of the pack.

Gareth Hughes

Chief Technology Officer

1st party customer data is so critical for every aspect of the customer experience. We have built our technology, security and processes to cater both for growing brands and the most complex multinationals. All of our clients benefit from these same high standards.  

Mary Hand


In my role, I drive the strategic conversations, informed both by my own experience and the clients' data. We have multiple disciplines all under one roof, so can bring in channel experts to support in execution. We have one proven way of working and measuring success which enables our clients to do what they should, not just what they can.

Jose De Carvalho

Head of Search

We have a laser focus on retail, direct to consumer and the expert use of customer audiences. We've achieved step changes in performance for brands of all sizes thanks to this rigorous, proven approach.

Catherine Stoney

Analytics Manager

We help our clients to ask the right questions to get to meaningful decisions that drive a real impact in the business. When we are working with a new client, the many test results we've seen already enable us to develop hypotheses more rapidly and challenge internal thinking.

Matt Legge

Client Director

We work with a common set of benchmarks across 100 direct brands which enables us to pinpoint the key opportunities quickly. With our clients, we then prioritise time and investment towards initiatives with the greatest upside.

Georgina Hewitt, Chief Executive

Georgina has 20 years’ experience in retail and direct marketing, 10 of them with more2 working across our whole client portfolio. Prior to more2 she was Marketing Director for Laithwaites.

Kevin McSpadden, Founder

I quit my job as Marketing Director within a large global retailer to set up more2. more2 was based on a simple idea: to create a business that I would like to work with as a client. A business I would miss if I wasn’t working with them.

Emilie Carson, Director

Emilie has been building connections with retailers of all shapes and sizes since 2004. She ensures that each one of our clients has the right version of more2 to achieve their ambitions and success.

Gareth Hughes, CTO

Gareth has 20 years' experience in data and technology and has worked across telecoms, finance, and retail delivering solutions for 3, BT, Lloyds group, and RBS group to name a few.

Caroline Bon, CFO

Caro brings 15 years' experience in retail and SaaS and has previously held senior roles at MetaPack Group and Kingfisher. She loves using data and culture to fuel change and build teams.

Nick Rawlings, Partner

Nick has 25 years of experience in retail marketing, both client and agency side. He was Marketing Director for Lands' End UK before joining more2 in 2013.

Stephen Boyle, Strategy Director

Stephen has spent over 30 years working with direct marketing businesses, retail businesses and digital pureplays. With early experience at Readers Digest and a strong statistical background, Stephen cuts through complexity to reach pragmatic results.

Emily Bates, Partner

Emily has nearly 25 years’ experience working for retail and travel brands at Marketing Director and Managing Director level. Emily helps our clients elevate their performance by empowering their marketing teams with better tools and better insights.

John Knapman, Client & Media Director

John has over 20 years' marketing experience, 15 of which are in retail. His passion is using customer data to help drive performance. John has worked with over 20 clients at more2 and now he uses his wealth of experience to develop the client management team.

Mary Hand, Partner

Mary has spent over 17 years working in retail and data at Experian and more2. Mary has significant experience in the creation and implementation of marketing strategy, managing budgets, managing relationships and building teams.

Becky Jasper, Client Director

Becky's 20-year career spans a range of multichannel brands before more2, most recently leading global ecommerce for Molton Brown. Since joining us she has worked with over 25 clients with a strong affinity for digital-first and premium brands with an eye on international expansion.

Gavin Armstrong, Client Director

Gavin has worked with over 30 clients at more2, from multimillion PLCs to fledgling start-ups. In a career spanning over 20 years, Gavin has previously held senior marketing roles with Scotts & Co and N Brown Group. He loves using insight to see clients change and grow.

Matt Legge, Client Director

Matt spent 15 years working clientside for major retailers before joining more2, including M&S, Brighthouse and ELC with a focus on loyalty and maximising customer value. He is passionate about helping clients identify and deliver commercially impactful initiatives to meet their growth potential.

Becky Waters, Client Director

Before joining more2, Becky held senior client-side roles across Kennelpak, Amercian Golf, Revital, Jollyes, WHSmith, Robert Dyas, Marks & Spencer International and Tesco International. She is passionate about digital marketing, subscriptions, loyalty schemes and new territory acquisition and is well-versed in implementing customer centric transformation and growth strategies.

Jo Stephenson, Client Director

Jo's 24 year career spans senior digital roles at a host of the UK's leading retail brands including Ann Summers, Miss Selfridge, Arcadia, my-wardrobe.com and Debenhams. Jo focuses with her clients on understanding the quantifiable impact that digital investments have on customer behaviour and, ultimately, the bottom line.

Dean Morris, Client Director

Dean has over 18 years’ experience in direct-to-consumer marketing, having held Marketing Director positions at Ryman and Robert Dyas before joining more2. Dean loves developing and implementing marketing strategies for ambitious, fast-paced businesses to help them thrive.

Fiorella Pilling, Client Director

Across multiple agency roles, Fiorella has worked with over 20 of the UK's biggest & best loved brands. Whether working with a small start-up or an established & well-known retailer, Fiorella loves simplifying the complex and storytelling to help brands understand the “so what” that drives change.

Jonny Denham, Client Director

Jonny has a superb track record for helping scaled businesses to unlock the power in their customer data. He is one of many at more2 who have risen through the ranks by creating tangible value year after year for his clients.

Kevin Davis, Chief Data Scientist

Kevin has over 20 years' experience in the retail sector, in both consultancy and client-side roles ranging from small start-ups to FTSE 100 retailers. Kevin is passionate about ensuring all analytics is truly actionable by our clients and is on a mission to ensure that even the most complicated question gets a simple and understandable answer.

Chris Simpson, CMO and Digital Director

Chris has spent his career building direct brands, particularly digital-first B2C companies. After CMO roles at Glasses Direct and AVADO, he came back to more2 to build the digital performance team and lead our marketing efforts. He loves scaling up businesses.

Jose De Carvalho, Head of Paid Search

Jose has been working in PPC for over 10 years' with previous roles held at global marketplace's such as at Farfetch as well as agency leadership roles supporting D2C brands such as Fender, Bonmarche, Funky Pigeon and Secret Sales. His passion for automation and data is what he believes is key to successfully grow brands. 

Alex Arnal-Vivas, Head of Development

Alex is tech lead and data professional with over 15 years delivering data projects, 6 of them within the retail and marketing industry. Firm believer that that the secret to providing value is trust, transparency, technical expertise, and understanding clients’ needs, and that the only way to make more2 successful is by making sure our clients are successful.

Our team is growing!

If you're looking for a new challenge working with some of the best and most ambitious brands, we'd love to hear from you!

We're always on the lookout for brilliant analysts, smart campaign managers, innovative strategists and dynamic developers so get in touch!

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