UK online flooring retailer, UK Flooring Direct (UKFD), has a new chief commercial officer – and it marks a meteoric rise in the business for Elia Green in the space of two years. She was appointed head of marketing campaigns in April 2019 and, since then, has achieved three promotions that sees her now move from commercial director to taking a place on the board as cco.

In that time, the company, which was established by ceo Jason Ashby in 2005, has reportedly grown dramatically through investment in technology and people – increasing headcount to more than 200, with plans to reach 380 by the end of 2022.

Elia, who spent 13 years at Homebase before joining UKFD, said the company is committed to developing people who show potential and want to grow with the business. ‘I’m absolutely delighted to become chief commercial officer after what has been a rollercoaster two years with the company.

‘Our business growth has been dramatic and, also, in that time we – like everyone else – have had to contend with a completely different world over the past 12 months. It’s such an exciting business to be part of because of the pace of growth and the continuous drive to invest and improve every area of what we do.

‘I’m really looking forward to helping the business achieve its very ambitious plans over the next few years and I also want to be able to help others to grow with the business too.

‘Jason and the board have been great for my own development and their support has helped me rise up to be cco. Having such an incredible team makes me feel like I can tackle anything and that has played such a massive part in me moving into this role.

‘It’s important to us that those who are already in the business and those who are joining us as part of our growth see that the opportunity is there for them too.’

Jason Ashby said: ‘We’re so pleased to welcome Elia onto the board as chief commercial officer. Since joining us two years ago, she hasn’t stood still and that is why it has been a case of promotion after promotion. That reflects the way we are as a business. Our pace of growth and our determination to improve the customer experience every single day is something Elia bought into from day one. She’s played a big part in our growth over the past two years and will have a major role to play as we continue to expand at a rapid pace.’

UKFD has also made what it calls another strategic appointment to continue its rapid expansion – and more highly-skilled tech jobs are set to follow – by bringing in Avinoam Gal as the company’s ERP Systems director.
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vinoam brings more than 20 years’ experience in information technology – starting out at Oracle in 1999 which began a career that has seen him in key roles for the likes of Accenture, M&C Saatchi and Deliveroo.

He’ll oversee information systems across departments such as warehouse, back-office, finance, and supply chain, which are managed across one platform – NetSuite. The company, which employs in excess of 200 people, plans to add up to five new internal roles in his team, while also working with external consultants to support the work.

Avinoam said: ‘I’m excited by the challenge of joining UKFD as the company continues to grow very quickly. The business recognises the huge importance of technology and having the right systems and skills in place to manage all of the processes that are required in a business of the size and ambition of this one.’

Josh Ashby, UKFD’s chief digital officer, said: ‘We’re very pleased to be able to bring in someone with the knowledge, experience and skillset that Avinoam possesses. The business growth over the past two to three years has been rapid and we are continuing at that same pace to hit our very ambitious targets for the coming years. That’s why it’s so important for us to bring in the very best people and invest so heavily in technology.’