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Mike Casewell

Digital Transformation Director

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Mike graduated in 2002 from Staffordshire University with a degree in Business IT, having specialised his final year in eCommerce and Digital Marketing. He has been fortunate to work in the health industry since 2005, with a long history in the supplements industry.

In 2005, Mike joined Holland & Barrett as their first recruit in the UK to work specifically on the direct-to-consumer channel for the business. He took on responsibility for both the eCommerce operation and the Direct Mail channel, driving forward the change to bring all eCommerce marketing and operations into the UK, from the US parent company. He enjoyed 7 great years growing the eCommerce function from a team of 1, to a team of 10, supported by a UK based marketing agency, growing the direct-to-consumer channel from £750k annual turnover to £15m in that time.

After a short shift looking after eCommerce and Digital Marketing for Sci-MX Nutrition, Mike was headhunted in 2012 to be the first European hire for, the world’s largest online retailer of sports nutrition and the world’s largest fitness content provider. Developing a team spanning marketing, buying, merchandising and product management, distribution, and operations to build the European market from a £2.5m annual contribution to £18m in just 4 years.

Moving on via a sports nutrition manufacturing plant and a health and wellbeing eCommerce business, Mike joined Veincentre in December 2020 with responsibility for developing the marketing strategy and introducing new channels to the business to aid the ambitious growth plans. He is building out the marketing team to cope with growing revenue and profits alongside the other support functions of the business.

Outside of work Mike spends most of his spare time with his wife and son. He retains a keen interest in sport and is a season ticket holder at both Wolverhampton Wanderers and Port Vale FC, and holds a UEFA C Coaching licence, having qualified in 2023. He coaches 2 teams, 1 in the development phase and 1 in the veterans’ phase of the football spectrum.

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