We are strategists, technologists, designers, engineers, makers and producers, we believe everyone can be creative and we all share the same spirit:
TEAM MEMBERS
COUNTRIES OF OPERATIONS
AWARDS
YEARS OF EXPERIENCE
PRODUCTS DEVELOPED
Together we Shape the Future of Retail is not just a headline, it defines the quest we are on and that we share with our clients. It drives everything we do in our work and in the decisions we make to grow capabilities and build a sustainable future for our business and our planet.
Dare to Innovate defines us all, it is our shared spirit. We pride ourselves in being agile collaborators, we are driven by results and we build trust through transparent partnership.
Our people are excited about the work we do, because if you enjoy your job it’s no longer work. If you are passionate about brands and retail, curious about technology and inspired by innovation, or simply want to make some of the most exciting experiences in retail, we might have a role for you.
Our team comes from all over the world, with diverse backgrounds.
Our offices are just as diverse, with every single space represented by their own mural.
President & Founder
Global CFO
COO
President Sales, North America
Chief Creative Officer
CIO
CHRO
SVP Global Clients
APAC General Manager
Managing Director, EU
CFO, APAC
CFO, EMEA
VP of Sales, North America
Vice President of Operations
Global Head of Marketing & Strategy
VP of Beauty
VP National Accounts
VP of Engineering & Operation Service
Vice President, Commercial UK
VP of Growth, EMEA
Senior Director of Account Services
Marketing Director
President & Founder
From the very beginning I’ve always had a deep love for design and technology. However, the real magic happens when these elements come together to create meaningful experiences and memories for people. As the founder of Outform I wanted to create an environment where passionate people could come together to bring innovative design to life. We thrive on helping brands find new and exciting ways to create a lasting impact.
Global CFO
Jacinta is a seasoned Executive Leader with over 25 years of experience with a broad array of exposure from Fortune 100 to private equity. Her career has been heavily influenced by M&A with experience in assessing potential organizational fit and corporate priority, performing due diligence, facilitating rapid business integrations and divestitures. As Global CFO, she is a thought leader and visionary that creates, influences, and executes profitable business strategies through empirical and inclusive leadership. Outside of work, Jacinta enjoys spending time with family and friends, as well as researching her extended family’s genealogical journey.
COO
Michael is a global operations leader with over 20 years of experience in supply chain, manufacturing, retail, consumer product goods, and team management. Michael is spear-heading operation initiatives such as efficiency and companywide strategic planning. In his most recent role Michael has been on the brand side of the business where he developed new product initiatives and transformed processes and project timelines to drive cost savings and increase speed to market for over 1,500 global locations. Outside of work Michael likes cooking and is a wine enthusiast. He also likes playing golf, going to the gym, watching sports, but most of all loves spending time with his family, dogs, and laughing.
President Sales, North America
30 years of front line commercial experience, commercial leadership and enterprise leadership have provided Mike with an up close view to the evolution of brick and mortar retail. From automotive and grocery to consumer electronics, home improvement and beauty in temporary, permanent and digital executions throughout North America, Europe and Asia, he has seen just about everything but can’t wait to explore the next adventure in retail. As President of North American Sales, Mike leads the commercial effort as well as design, marketing and RNRTL. Mike has led multiple integrations of front end operations throughout his career combining complimentary talents and offerings that deliver truly unique possibilities for client partners.
A rare combination of passions for sports such as basketball and football and live theater from Shakespeare to “James and The Giant Peach” has evolved from chasing three children for over 21 years.
Chief Creative Officer
When brilliant ideas meet excellent design, the magic really starts to kick in and that’s the place I choose to live in. Being the Chief Creative Officer at Outform means having the opportunity to create almost everything from initial conception to final product. No limitations of material, size, or crazy vision has ever stopped me from achieving my goals. Well, except bad pizza at 4AM, but that only happened once so it doesn’t count…
CIO
Joe Pekala has a passion for leveraging technology to fuel business transformation and growth. With over 25 years of experience in Fortune 500 manufacturing and distribution companies (with over 16 years as Global CIO), Joe has led numerous transformation projects that have led to direct bottom line results. Joe also has extensive M&A and international experience and enjoys the challenge and reward of bringing people from diverse backgrounds together and building outstanding teams and companies that deliver results.
On his free time, Joe enjoys spending time with family and friends and in the summer can usually be found on his boat with them on Lake Michigan! He also enjoys travel, especially internationally.
CHRO
Barb is a seasoned global HR professional and senior leader who has an extensive management and executive background coupled with a great sense of people and a high level of energy. Barb’s understanding of business operations and her previous non- HR management experience allows her to bring a wealth of knowledge to her Human Resource role. As CHRO, Barb understands that “our people make good things happen”. She has helped both businesses and individuals exceed their expectations in business results and personal growth.
Barb is passionate about her sport teams, playing golf, and most of all cooking for family and friends.
SVP Global Clients
APAC General Manager
With over 18 years of experience in BTL and ATL marketing and end-to-end solutions in the APAC retail, Weini is our APAC General Manager. As such, Weini is responsible of streamlining office operations, creating team structure, producing business development strategies for APAC. In her most recent role as Managing Director China for HH global, she was responsible for greater China operations and business development. Outside of Outform, Weini’s passions include travelling and photography.
Managing Director, EU
A strategic thinker and passionate team builder, Ton is Outform Europe’s Managing director, building Outform Amsterdam from the ground up to support our global infrastructure. Ton brings with him deep retail experience from both a brand owner and retailer perspective. Before his time with Outform, he held Managing Director positions during a twelve-year stint at in-store retail manufacturer Alrec. Prior to this, he held international Managing Director positions at the German Ceramic manufacturer Villeroy & Boch in the Netherlands for more than 10 years. Outside of Outform, you can find Ton on the golf course or cooking for his friends and family.
CFO, APAC
As part of the Outform family I lead the finance team, overseeing all international accounting for Outform. With offices and accounts worldwide, I make sure everything operates smoothly. I have a passion for dance, specifically for modern ballet, and also enjoy taking part in Zumba dancing classes at my community sports club.
CFO, EMEA
Experienced Commercial FD having worked in a variety of industries from hi-tech to heavy construction counting everything from mobile phone minutes, gigabytes to pieces of stone. I am a great believer that we have to keep it simple for employees, customers and everyone we come in contact with. I look after the Finance, Talent and IT teams and we are building the EMEA structures for growth and performance. At the moment, we are busy working on building robust processes that enable the business to have better visibility of their finances, enabling them to deliver great performance for our business and their clients, whilst keeping us compliant and legal. Any downtime is spent with my 2 young daughters, often taking them out on their ponies across the countryside.
VP of Sales, North America
A highly experienced professional, with over 20 years of strategic business and marketing experience covering Europe, Asia, and North America. Ben grew up in the heart of London, England where he also started his business career. He founded and developed various companies in London and Hong Kong, before joining Outform – all focused on various aspects of marketing, production, and international trading. He served on the leading industry Association committee (and held the post of Chairman), which promotes good business practice between its members, ethical trading, compliance with legislation, product sourcing, and encourages all members to be environmentally responsible. At Outform, Ben has been integral to their global expansion, which led him to move to the US and develop working relationships with many multinational clients and partners. He has worked extensively with global high-profile brands and retailers. His latest mission is to convince our US colleagues that football should be played with a foot and a ball.
Vice President of Operations
A collaborative and strategic leader, Rich brings a fresh and insightful approach to our business and clients. His 30 years of experience brings a deep understanding of the power of a brand to be a catalyst that connects consumers to a powerful experience. He leads our team of retail experts to ensure the critical execution of a brand’s in-store presence. Rich’s complementary background spans brand management, leading commercial strategy, advertising agency leadership and executive leadership across logistics & distribution for marketing execution and creating storytelling brand experiences. Outside of work, Rich is an avid hockey fan and you’ll find him enjoying relaxing on the pontoon with family and friends.
Global Head of Marketing & Strategy
Alex has 15 years of experience driving creative ideas and brand strategies for iconic global brands. As the Head of Strategy, Alex ensures we bring insight, technology, and creativity together to solve every retail challenge. With a deep background in strategy and market research, Alex works with our brands to develop retail strategies and concepts that deliver on consumer expectations and business objectives. On weekends, he enjoys taking the boat out to the sandbar and taking in the Miami views.
VP of Beauty
A passionate beauty brand builder, productivity driver and revenue achiever, my expertise as a retail marketing innovator is rooted in two decades heading up sales strategy and business development for beauty brands, including Too Faced, Tarte, This Works and Bliss.
At Outform, I lead the Beauty division, overseeing a best-in-class client service team and partnering with marketing, design and production to activate a proprietary strategy-led process. My specialty (and happy place) is bringing a brand vividly to life in-store — guided by brand ethos, category intel and shopper insights, to create a differentiated brand experience and enhance shopper conversion.
When not envisioning the future of retail beauty, I am a gourmet home cook, yoga enthusiast and curious world traveler, who loves to spend downtime at the lake with my husband, friends, family and two rescue shih tzus.
VP National Accounts
Dave brings over 28 years of experience in retail merchandising and a unique perspective of shoppers across multiple channels. In his role as VP of Home Improvement, Dave manages the channel team with the focus of assisting brands and retailers in shaping the future of retail experiences. Throughout his career, he has partnered with industry leading clients to develop several best-in-class merchandising solutions and he leverages those experiences to help his team and each of our clients excel. When Dave isn’t leading the team, he is spending time with family, walking his two dogs, or out on the water sailing.
VP of Engineering & Operation Service
With over 23 years POP experience, Adam has applied his design and engineering background across multiple areas of the business in the UK and USA. At Outform, Adam is leading the engineering teams across our North American business. Outside of work, Adam spends his time with his family and dogs, along with his passion for soccer supporting Liverpool FC and representing his daughters soccer team as a member of the board of directors.
Vice President, Commercial UK
A hands-on leader with over 20 years of experience delivering the unexpected for brands and retailers. Ranging from shoots with Vinnie Jones and a dozen greyhounds, to the design and shopfit of nine Samsung brand stores opening on the same day across the UK, with a raft of other highlights in between. An early adopter and closet gadget geek, James’ career has had a strong focus on Consumer Electronics including Sony, Amazon Devices and TDK. At Outform his team are responsible for over 2,500 of Samsung’s retail touchpoints, from concept and manufacture through to ongoing in-life maintenance. Outside of work he considers himself an amateurish drinks mixologist, awful skier, part time gym-goer and is kept busy his two daughters and badly behaved dog.
VP of Growth, EMEA
I am responsible for driving our business growth by building our pipeline, marketing our brand and matching our talent to our growth opportunities. It’s my job to get Outform on the consideration list for every opportunity that has the potential to shape the future of retail. Before Outform, I held leadership roles spanning 20 years in retail and shopper marketing for Omnicom and WPP and was co-chair of Omniwomen UK, which aims to increase the number and influence of women in leadership roles at Omnicom. My expertise throughout has always been connecting the online to the offline shopping experience, driving growth for the world’s most valuable and loved brands. I am fitness-obsessed especially with yoga, spin, boxing, running, pilates and free weights.
Senior Director of Account Services
With 20 years of experience in the POP industry, Lisa is our Senior Director of Account Services who helps cultivate and manage the Project Management Team. While overseeing projects from conception to the arrival at its final destination, Lisa believes that consistency is key for scalability so accountability is crucial along with showing support to her teams. When not in the office, Lisa enjoys being outside enjoying nature, working out & appreciating life with her husband, a true inspiration & best friend.
Marketing Director
With over 15 years of expertise in Marketing and Advertising, Javier brings a wealth of experience to Outform. Focused on enhancing brand experiences, he is deeply passionate about the transformative power of Experiential Marketing for both Outform and its clients. He manages all marketing operations, aligning efforts with the commercial and leadership teams. Outside of work, Javier enjoys outdoor activities with his family and the endurance sports.