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We’re entrepreneurs, innovators, strategists, enablers and tech enthusiasts 

‘People buy from people’ and helping you work smarter, faster, better means having an experienced, passionate and multi-skilled team leading our business. Meet the people behind a business that meets your challenges, improves your performance and keep its promises. 

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Ross A Lee Chairman

Ross formed our business in 1986 as Trent Valley Labels. After solid growth TVL Systems was formed to cover the original company’s expanding product and service portfolio. These business units were combined under ‘The Barcode Warehouse’ brand, which was incorporated in 1999.

In his role as Chairman of Barcode, Ross continues to promote his business philosophies – ‘customer is king’, ‘people buy from people’, and ‘always exceed expectations’. These principles have continued to drive the continued year-on-year growth of the business.

Ross is a hands-on chairman and is involved in regular planning and strategy meetings. He also provides important external exposure for Barcode at key supplier conferences (including global brands such as Motorola and Honeywell), where new technology and product road-maps are formed.


"This is, and always will be, a people-run business, a business where people go the extra mile and look to innovate and lead the sector." Ross Lee, Chairman & Founder

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Kevan Mutton Managing Director

Kevan joined Barcode as Sales Director in 2012 before being promoted to Managing Director in 2014. He has over 20 years’ experience in sales and senior management positions for UK and international companies, both private or publicly owned. Some of Kevan’s previous roles have included Sales Director for Ricoh UK’s Managed Services business, and Managing Director of Neopost Limited (a UK operating company of Neopost SA) where he was also part of the Group Executive. Kevan has experience of achieving challenging growth objectives, acquisitions & mergers and large scale business transformations, including significant IT projects and business process improvement.


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Ross J Lee Business Development Director

Ross first developed a passion for the family business while working with us during his school holidays. He then joined Barcode full time aged 18, immediately after leaving Nottingham High School in 2002. Armed with a solid overview of the business, Ross spent his early years at Barcode developing his skills in e-commerce. With the success of the Barcode Warehouse website, this is where he maintains his focus today.  As part of the management team Ross works with colleagues and key partners to ensure that the company continues to adapt and embrace industry and technological trends. He is also committed to meeting the ever-evolving needs of our customers, helping them improve business performance and maintaining Barcode’s position as market-leader.

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Joanne Lee HR & Customer Services Director

Another family member, Joanne began working for Barcode in 1986 when the business formed as Trent Valley Labels. After solid growth TVL Systems was formed to cover the original company’s expanding product and service portfolio. These business units were combined under ‘The Barcode Warehouse’ brand which was incorporated in 1999.

Joanne’s role encompasses managing the Customer Service Team and the engineers and technicians in the Barcode Service Centre. As our HR Director Joanne has successfully created, implemented and managed our HR policies and processes as necessary as we grew from just a team of three people to more than 200 in a business with revenues now exceeding £50M. She is responsible for the company’s Management Systems, incorporating ISO 27001 and ISO 9001. 


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Mark Elmslie Commercial Director

Mark graduated from Sheffield Hallam University with a degree in Computing & Management Sciences. Beginning his career in IT support and then e-commerce professional services, Mark is a specialist in large systems integration and has delivered numerous high-profile business change projects in several IT/Telecoms manufacturers. Before joining Barcode in 2010 to grow our Managed Services Division, Mark managed Neopost’s software support and development division and went on to lead the company’s top account. Now our Commercial Director, Mark is responsible for working with key clients to build innovative services & solutions, overseeing our legal & contractual arrangements and shaping Barcode’s future growth.


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Richard Staniforth Finance Director

Richard qualified as a Chartered Accountant with Arthur Andersen, first in Nottingham and then London, where he became a senior manager in the Business Assurance and Audit Department. Here he was responsible for the audit and assurance services for a portfolio of public and private companies. After leaving Arthur Andersen, Richard became Finance Director for a number of private equity backed businesses in the technology, manufacturing and construction industries. On his return home to Newark in 2008, Richard was appointed Finance Director of Barcode where he oversees our financial strategy and governance. He also plays a key commercial role in customer and supplier contract negotiations.

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Martyn Broadhead Sales & Marketing Director

Martyn has over 20 years’ experience in the AIDC industry, most of them in senior management positions.Before joining Barcode in 2015 as Executive Director he spent five years at Honeywell Scanning & Mobility where he was Regional Sales Director for Northern Europe. Prior to this he’d held Managing Director and Divisional Director positions in the software industry with Solarsoft, Managing Director for Blackroc Distribution and UK Sales Director for Datalogic. After a period of strategic input, Martyn re-modelled our Managed Services offering and implemented a number of important business change initiatives. He was recently appointed to Sales & Marketing Director, managing our three core sales teams and a recently expanded marketing team to deliver sales growth across our business units.

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Miles Warriner Enterprise Sales Director

Having graduated in Economics from Leeds University, Miles has 25 years’ experience in senior sales and account management within Large Blue Chip Organisations and the Public Sector. Before joining Barcode in 2011, Miles spent 13 years as Head of National Accounts at Neopost. Here he was responsible for building a team that managed their largest customers through the challenges created by the liberalisation of the UK postal market including DSA, digitalisation and pricing in proportion. At Barcode Miles is responsible for a team of Enterprise Account Managers that develop and manage large mobile device projects with large corporate clients across the retail, T&L, Field Service and Government sectors.

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Mark Duignan Technical Services Director

Before joining Barcode in 2004, Mark worked at both the Wolseley Group and Dixons Group, managing a rapid response warehouse and logistics operation. At Barcode he started as a field service engineer before progressing to Technical Services Manager and then to his current role as Technical Services Director. One of two key leaders in our managed services business, Mark manages a team of 70 technicians looking after 165,000 mobile devices that are supported through the company’s next day advance replacement programme. It’s his responsibility to ensures that all service fulfilment and project fulfilment requests are shipped as per agreed SLAs. He’s also responsible for ensuring that fully configured equipment and customer consumables are delivered right first time, every time.

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Sal Hadjoudj Support Services Director

An MBA graduate, Sal has 20 years’ experience of working in blue chip companies such as Cisco Systems, Thompson Reuters and Ford Motor Company. He has held positions in Process Methodology, Project/Programme Management, operations management and director level roles. Sal has extensive IT and support service experience, typified by qualifications in ITIL, PRINCE2, PMI and 6 Sigma. Having joined Barcode in 2012, Sal is one of two key leaders in our Managed Services division, managing our Project Management, Build & Release Management, Service Delivery, Quality & Metrics and Managed Service Desk teams.

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