opportunity to join Duckhams, and it was an easy decision. You don’t often get the chance to work on a brand with the heritage that Duckhams has, especially with the chance to truly turn the dial. People genuinely care about Duckhams. It harks back to a period people seem nostalgic for. It’s an honour to be part of this legendary brand’s next chapter.
Are you a lifer? If yes, how do you see your career panning out over the next 20/30/40 years? Having loved engines all my life, I think I have found my home in the automotive lubricants industry. Duckhams has such a great platform to build from, and I can see myself being here for many years, hopefully heading up the business at some point. The automotive category is changing fast, and I am keen to play a role in shaping its future.
How has the industry changed since you started? There has been a significant shift in the automotive industry, and therefore in lubricants, driven by the desire for stronger ESG strategies and greater environmental awareness. There has also been a shift away from DIY car maintenance, as increasingly complex vehicles are driving motorists to rely on mechanics. People are doing fewer miles and holding onto their cars for longer. These changes in vehicle engineering and driver behaviour impact lubricants. The uncertain market moves towards EVs is obviously a key dynamic too.
What do you like about the industry? And what would you change if you could? Compared to FMCG, lubricants is a slow-moving category, which can be frustrating. Yes, the industry uses data, but we could be much smarter about how we use insight particularly across channels. We need to be more innovative with packaging solutions and marketing approaches. I think lubricant companies are still too reliant on the technical aspects of their product offerings rather than tugging at consumers’ heartstrings. There’s a real opportunity to be disruptive, challenging and thought leading, especially for smaller brands like Duckhams, which can be more agile.
What challenges do you think the industry faces? In your role and as a whole?
Category engagement is a challenge. Lubricants are not like FMCG products. Most people don’t really want anything to do with them – they want the lubricant to do a job and to be able to trust it.
Instilling trust is essential, and I think that’s why brands like Duckhams have stood the test of time. People look to products they recognise and that have a history, which gives credibility.
The diversity of the consumer base also makes marketing difficult. Mechanics think differently from motorists and purchase from different channels. At the buying point, customers have a choice of brands, but they must also meet the vehicle’s technical requirements. It’s not like buying whichever soft drink you like the flavour of or fits your mood. Combining technical requirements with compelling brand messaging, all with limited opportunities to influence, and in a slow-moving, low purchase frequency category, is a tough challenge.
How do you balance work life with home life? Working from home is normal for me, as I have been doing it for many years. Family is key, and I focus on working smarter, not just harder, so I can make time for them. I am a bit of a night owl, so I sometimes work in the evenings, as that’s when I’m most efficient. It’s all about clear thinking – cutting through the noise, figuring out what’s really important and centring on those areas.
What are your hobbies?
Motorbikes. I tend to ride on my own – fast Sunday blast stuff. It’s so visceral – a sensory overload. I love woodworking and clay pigeon shooting too... don’t get me started!
Where do you like to holiday?
I like to be quite active on holiday, exploring places and seeing things you won’t see at home. I really enjoyed visiting South Africa. That said, I’m not adverse to a stunning beach in the Caribbean either!
If you could meet anyone famous (dead or alive) who would that be and why?
Socrates. The opportunity to understand his clarity of thought, and how that played into ancient Greek society would be remarkable.
Favourite quote? “The unexamined life is not worth living” – Socrates
duckhams.com
LUBE MAGAZINE NO.191 FEBRUARY 2026
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