Meet The Team Enabling Greatness.
As eCommerce fulfilment specialists, we bring together expertise, innovation, and a shared commitment to help our partners thrive. Every success story starts here—with the people driving positive change for your brand.
Our ethos is simple: enable greatness. From the leadership team to our fulfilment professionals, every member plays a vital role in delivering seamless, tech-driven solutions tailored to your needs. We are more than a fulfilment centre—we are your partner, focused on empowering your growth with transparency, precision, and passion.
Our people set us apart.
Ready to meet the team?
Leadership Team.
Driving eCommerce Fulfilment Excellence.
Our Founders.
Innovators behind our tech-driven solutions.
Trent Peek
Co-founder.
With over 15 years of experience in print fulfilment, packaging, and logistics, Trent Peek is a recognised leader in the eCommerce fulfilment industry. An award-winning entrepreneur, Trent has co-founded three successful eCommerce brands, bringing innovation and expertise to the sector.
In 2021, Trent was named East Midlands Entrepreneur of the Year and Leader of the Year by Chamber of Commerce, as well as Inspirational Leader of the Year. His passion for driving tech driven fulfilment solutions has made him a key figure in shaping the future of UK logistics and eCommerce growth.
Richard Ardis
Co-founder.
As an accomplished business leader, Richard Ardis brings over 20 years of expertise in sales and marketing, having worked with some of the UK’s biggest brands, including Vodafone, Sky, and P&G. With a Masters Degree in Business Management and credentials from the Leadership Trust, Richard combines academic excellence with real-world leadership experience.
Previously a Managing Director at Global, the Media & Entertainment Group, Richard has won six national media awards, including Best Media Campaign. His strategic approach and innovative thinking have made him a recognised leader in driving successful campaigns for some of the UK’s most prominent companies.
Board of Directors.
Our strategic fulfilment experts.
Neil Ashworth.
Chair of Board.
With over 40 years of expertise in customer-focused logistics operations, Neil has held executive roles at leading brands such as Tesco, Kingfisher, The Cooperative, Hallmark, Collect+, and Yodel.
Known for driving excellence in retail and logistics management, Neil brings a wealth of knowledge and proven leadership to optimise supply chain efficiency and enhance customer satisfaction.
Scott Weavers-Wright OBE
Board Member.
Scott Weavers-Wright OBE is an entrepreneur, investor, and tech innovator with a track record of building and exiting high-growth e-commerce businesses, including Kiddicare.com and Elevaate.com. As General Partner at Haatch, he’s backed over 130 companies and helped create thousands of skilled tech jobs across the UK. Scott was awarded an OBE in 2022 for his services to technology and retail e-commerce entrepreneurship.
Line Gauteplass.
Board Member.
Line Gauteplass is a seasoned investment manager with extensive expertise in corporate finance.
Having worked with reputable firms such as Foresight Group and Grant Thornton, Line has a proven track record in deal advisory, mergers and acquisitions (M&A), and investment management. Her strategic approach and industry knowledge make her a trusted leader in driving successful financial outcomes and delivering value for stakeholders.
Operations Team.
The fulfilment centre experts.
Holly Hadfield.
Chief Executive Officer.
Holly leads We Are Fulfilment as Chief Executive Officer, bringing over 20 years of experience in delivering end-to-end logistics solutions.
Her career spans senior leadership roles at logistics giants including Culina Group and Tibbett & Britten (now part of DHL), where she spearheaded complex supply chain transformations. Before joining WAF, Holly was Senior Logistics Consultant at SCALA, shaping supply strategy models for some of the UK’s biggest FMCG brands to help them become more agile, efficient, and future-ready.
At We Are Fulfilment, Holly is driving the next chapter of growth and innovation, ensuring we continue to build an agile, customer-obsessed business that enables our partners to scale with confidence.
Alec Hunt.
Ops Director.
As Operations Director at We Are Fulfilment, Alec brings a wealth of leadership experience shaped by senior roles at Kammac and Clipper Logistics. With deep expertise in e-commerce operations, value-added services, and multi-site management, he has built a reputation for delivering operational excellence at scale.
Since stepping into his role at WAF, Alec has played a pivotal part in strengthening our operational backbone — from leading the consolidation of sites to driving OTIF performance and embedding processes that elevate partner satisfaction.
Alec is driven by continuous improvement and a passion for building high-performing teams. His leadership style combines clarity and accountability with an eye for innovation, ensuring WAF remains agile, efficient, and relentlessly focused on results.
Rachel Kotzé
Finance Director.
Rachel has a sharp commercial eye and a founder-first mindset—bringing with her over a decade of experience scaling finance functions in fast-growing, operationally complex businesses.
She’s passionate about creating clarity in the numbers, helping teams make smarter decisions, and ensuring the finance function is a true strategic partner to the rest of the business. From cashflow forecasting to cost control, Rachel’s focus is on driving strong, sustainable growth that supports our partners and our long-term goals.
Sarah Ashall-Smith.
Fulfilment Centre Manager.
Sarah has a proven track record in managing warehouse operations and driving efficiency. With extensive experience at leading companies such as Tesco and Asda, Sarah brings a wealth of knowledge in process optimisation and logistics management.
As the leader of our Operations team at WAF1, she ensures streamlined processes and delivers exceptional customer service, consistently exceeding expectations for our partners.
Ben Richards.
Site Manager.
Ben Richards brings over a decade of operational leadership experience across logistics and warehousing, having scaled and optimised multi-site teams for high-growth businesses. He specialises in implementing systems, driving process improvement, and building resilient teams that thrive in fast-paced environments. At WAF, Ben plays a key role in strengthening our senior leadership, adding structure and stability as we scale.
Our Operations Solutions Manager has completely transformed our working relationship, bringing transparency, real attention to detail and a genuine commitment to understanding our products. He resolves issues quickly, communicates proactively and has been fantastic throughout.
Current WAF Partner, December 2025.
Operations Solutions Managers.
Innovating eCommerce fulfilment.
Lisa Bailey.
Head of Partnership Solutions.
Lisa brings over a decade of operational expertise to We Are Fulfilment, having joined to lead our newly formed Partner Solutions team. With a sharp eye for process, systems, and cross-functional improvement, she’s already had a huge impact—from credit control and forecasting to onboarding and project delivery. Known for her precision, energy, and people-first leadership style, Lisa is helping us build a more scalable, efficient, and partner-focused future.
Danny Bentley.
Operations Solutions Manager.
Danny has a passion for creating structure, improving processes, and keeping operations running like clockwork. With a calm, methodical approach and a focus on clear communication, he leads by example—always ready to roll up his sleeves and support the team. At We Are Fulfilment, Danny plays a key role in driving daily efficiency and building a culture of accountability and growth.
Hannah Sargent.
Operations Solutions Manager.
Hannah is a systems-focused logistics specialist with hands-on experience across warehouse operations, team leadership, and account management. Now Systems & Process Manager at We Are Fulfilment, she’s driving scalable change through the design, implementation, and optimisation of workflows that power our daily performance. With a background spanning 3PL, FMCG, and client-facing roles, Hannah brings both operational insight and a sharp eye for continuous improvement.
Prathusha Wijesinghe.
Data Enablement & AI Graduate.
Our first Graduate Data & AI Enablement Analyst, Prathusha is tasked with bringing a sharp focus on turning raw data into clear, actionable insight. Her work will power smarter, faster decisions across our operation—unlocking efficiencies that directly benefit our partners through improved accuracy, speed, and visibility.
Padmaja Suresh.
EA & Workplace Operations Lead.
Padmaja Suresh is WAF’s Executive Assistant and Workplace Operations Lead, bringing structure, pace, and calm to a fast-moving environment. She plays a critical role in keeping the business running smoothly—supporting the leadership team, coordinating cross-functional projects, and enhancing the day-to-day experience for the wider team.
Partner Support
Our day-to-day partner resolution team.
Office Dogs.
Delivering paws-itive attitudes daily.
Fanta.
Barketing Manager.
Bertie.
Paw'd Member.
Want To Work With Us?
Let Our Team Enable Greatness For You.
Like the look of our experienced team? Partner with We Are Fulfilment to access tech-driven solutions, seamless logistics, and unmatched customer support.
Just drop us a message or visit our contact page.
