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Our Story

Meet the Team

We are a team of passionate, experienced, expert marketeers and commercially focused data scientists. We understand your current and future challenges and know how to help you achieve your potential.

Kevin is the CEO and Founder of more2. Kevin built more2 through his love of helping businesses transform. Kevin is never happier than when he is hill walking, rain or shine.

Founder & CEO

Kevin McSpadden

Emilie has been helping to build the business and introducing more2 to retailers of all shapes and sizes since 2004.  She loves nothing more than meeting new companies, speaking to inquisitive and passionate retailers, making sure each one of our clients has the right version of more2 to achieve their ambitions and success. Emilie always wanted to be a spy, but is still waiting for her tap on the shoulder..


Emilie Carson

Georgina has 20 years’ experience in senior level retail marketing roles both client side and within more2. Georgina loves being a part of our clients journey – seeing businesses grow, develop and realise their potential. She is passionate about making a measurable difference – with clients, within more2, and also within her team. Outside of work, Georgina loves to cook, cycle and watch the football!


Georgina Hewitt

Gareth has 20 years experience in data and technology. Working across telecoms, finance, and retail delivering solutions for 3, BT, Lloyds group, and RBS group to name a few. He loves the varied nature of the role within the ever changing retail environment, helping explore problems and deliver solutions to our clients. As a keen cyclist and someone who likes a challenge he’s working through the classic climbs of Europe.

Chief Technology Officer

Gareth Hughes

Mary has over 17 years’ experience in the retail and data space. Mary’s passion is making sure we deliver on the promises that we agree with each of our clients. Her little known fact is that at the age of 14 she took it upon herself to publish a cook book of her favourite recipes and distributed it to her friends and family. This is despite the fact that she is terrible in the kitchen and is yet to attempt any of those recipes…

Client Strategy Director

Mary Hand

Nick is a Client Strategy Director. He has 25 years of experience in retail marketing, covering both senior client side marketing roles and 6 years at more2. Nick’s passion is seeing businesses grow and realise their ambitions. Nick’s little known fact is that he’s on a mission to visit all the lower league football ground in England, 44% complete and rising.

Client Strategy Director

Nick Rawlings

Stephen has almost 30 years’ experience both client side and at more2, working across Direct Marketing businesses, Retail businesses and pure Digital players. His passion is using this experience to help businesses distil complex problems into practicable and usable actions, helping to drive change in the business. Stephen’s little known fact is he was his University’s Pool champion for 2 years running.

Group Client Director

Stephen Boyle

Emily has nearly 25 years’ experience working in the consumer retail market, at Marketing Director and Managing Director level. Her passion is for people, whether getting organisations to put their customers at the heart of their organisation, or for getting her team to deliver their best performance. Emily’s little known fact is that she spent 3 months living and working in a remote outpost, 70 miles from civilisation in the NT, Australia.

Group Client Director

Emily Bates

Kevin has over 20 years of 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 that no matter how complicated the question is, the answer should always be simple and understandable. Kevin’s little known fact – he used to be a professional poker player!

Chief Data Scientist

Kevin Davis

Chris leads our digital performance team. He has been part of the more2 story since 2003, prior to which he ran marketing for a global IT reseller. Chris was our seventh employee and spent a formative four years with the business. He then returned clientside to hold CMO positions with a series of VC backed pureplays and returned early 2017 to build our digital team. He likes helping SME’s punch above their weight in digital.

Digital Performance Director

Chris Simpson

David is responsible for ensuring best practices are implemented across all our clients paid social accounts. In addition to working on paid social David is also working testing new performance channels to help more2’s clients grow. He has worked in the areas of Paid Social, Display Marketing, Reporting and attribution as part of Rocket Internet across hyper growth start-ups operating on 6 continents before joining more2.

Senior Display and Digital Innovation Lead

David Kovacs

John has over 20 years of 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 train and develop the client management team. His little known fact is that he can juggle 3 apples whilst eating one of them at the same time!

Head of Client Management

John Knapman

Matt has over 15 years’ experience working in Marketing for major retailers, 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. Matt’s little known fact is that he won a Hummer in a round-robin game of paper, scissors, stones at a US conference, but sadly couldn’t bring it to the UK!

Client Director

Matthew Legge

Gavin has worked with over 30 clients at more2, from multimillion PLCs to fledgling start-ups. Prior to joining more2, Gavin had senior marketing roles with several retailers. He loves using insight to see clients change and grow. Outside of work, Gavin is a keen if indifferent cook, gardener and parent.

Client Director

Gavin Armstrong

James previously held roles of Director of Marketing & Ecommerce and Board Director at ESPA, driving the business through a sale to The Hut Group. James loves to ask the big questions, focus on the customer and get things done. Originally a local, James has been going to the Glastonbury Festival since he was 11. He’s waiting for his kids to start walking so he can go again!

Client Director

James Cheeseman

Becky’s story started in 2006 as a client, where she used more2 to help double the size of the business.  Since, Becky has worked with over 25 clients at more2, with a bias towards digital first and premium brands with an eye on international expansion. Her passion is working closely with clients to achieve (and exceed) their growth ambitions.  Becky’s little known fact is that she has run 21 marathons (making the rest of us mere mortals feel very lazy!)

Client Director

Becky Jasper

David’s role as a Client Director is centered around helping clients understand and grow their business. He has over 20 years’ experience in a number of senior Retail Marketing roles. David’s passion is using data to separate facts from opinion and getting to the right answer. His little known fact is that he used to be a Flight Announcer at Heathrow Airport.

Client Director

David Sinfield