Our Team

 Talent with a combination of hard-won CPG skills and highly experienced tech-sector successes. It's this combination that makes the e.fundamentals offer effective, valuable, unbeatable.

Meet the e.fundamentals leadership team

John Maltman

John Maltman

Chief Executive Officer

John has built a successful 30+ years career with blue-chip FMCG companies (Procter & Gamble, PepsiCo and Asda Walmart) complemented with leadership roles in high growth B2B technology and service businesses before building his own start-up e.fundamentals.

Stephanie Rubin

VP North America

Stephanie has over 16 years of experience building sales and insights at General Mills and Procter & Gamble. She has led sales strategies, eCommerce, shopper insights, category management teams as well as new product and category introductions for some of the world's largest and iconic CPG brands.

Jo Campbell

SVP Operations

Jo brings with her a wealth of commercial CPG experience from more than 15 years working for and leading within major CPG brand owner Procter & Gamble and subsequently at Kraft Heinz. This is coupled with her latest experience as co-founder of her own tech start up.

Jordan Dick

VP Engineering

With over 15 years of experience in software engineering, Jordan has worked across different sectors in a rapidly evolving industry. He is an expert in incrementally delivering complex systems for a range of specialist areas. He leads our engineering teams to maintain, design and continuously innovate the e.fundamentals platform.
Cheryl Haggerty

Cheryl Haggerty

SVP Customer Success 

Cheryl has 25 years experience of delivering revenue and profit growth for major brand-owners in FMCG, consumer electronics, health and beauty. She has worked across the full spectrum of sales and marketing, from field marketing agencies, to contact centres, experiential & omnichannel personalisation.

Ewan Patrick

Chief Financial Officer

Ewan leverages over 20 years of international experience in cross-border and capital market transactions, business development and market entry. With a global career experience operating across 26 countries.  

Meet the Customer Success team

Ambrosia Lindsey

Customer Success Manager

Jake Laxton

Customer Success Manager

Vanessa Thompson

Director of Customer Success 

Will Wrightstone

William Wrightstone

Customer Success Manager

Brendan Fitzpatrick

Customer Success Manager 

Amanda Berry

Customer Success Executive

Steve Abram

Customer Success Manager

Amanda Critchley

Customer Success Director

Gosia Ozimek

Customer Success Manager

Julia Bourdon

Insights Executive


Book a free expert demo of our Digital Shelf Analytics platform now.

One size does not fit all – we know that your company will have unique needs and we’re here to help configure our platform and reporting to focus on the measures your business cares about most.

View Our Most Popular resources to help you learn and win on the digital shelf.

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The Ultimate Guide to Content Management on the Digital Shelf

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Complimentary Gartner Report Download innovation insight for Digital Shelf Analytics. 
e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.



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