Interview

FROM CYCLING TO CIRCUITS

Carly Wills speaks to Hamilton’s Sales and Marketing Director, Gavin Williams, about making the switch from professional cycling to electrical wiring accessories, and what’s next for the business.

CW: Tell us about yourself and how you got into the sector.

GW: As a teenager I dreamt of becoming a professional cyclist – I just had to give it a go! Despite some success racing on a circuit in the US, I began to realise it was going to be hard to make a real living from this, so I reluctantly retired.

Upon my return to the UK, a good mate helped me to get a job as a warehouse assistant at super distributor, Bridisco. From there I worked in a number of product marketing roles within the electrical industry, working for companies such as Micromark, Deta Electrical, Honeywell, Havells Sylvania, and finally into Hamilton as Head of Marketing before becoming the Sales and Marketing Director.

CW: For those who may not know, can you give us an overview of the work that Hamilton does?

GW: Hamilton is a British, family-run company that designs and manufactures a comprehensive range of electrical wiring accessories – including bespoke tailor-made plates – plus a range of smart lighting control and wireless audio solutions. Our headquarters and factory are in Bristol, and we also have showrooms in London and Barcelona.

CW: Tell us about your current role - what are you responsible for and what does the normal working day consist of?

GW: Like most sales and marketing directors, no two days are the same, which is the attraction of the role for me – I get bored easily. I am responsible for both the sales and marketing strategies for the business, and I’m constantly kept on my toes by the latest changes and product developments within the industry. I head up the national sales team, as well as being personally responsible for servicing customers within London and the South-East.

If I’m not on the road, then I’m working from our new showroom in London or down at our Bristol factory, finding out about new products and ensuring customers remain happy. I spend a lot of my time liaising between customers and the factory to ensure briefs are met and deadlines are hit! You’ll always find me on the stand at a trade show as I enjoy talking to customers, and to hear first-hand comments about our products and services that I can build into future strategies.

I also work closely with our agency, Oil The Wheels, who help us to plan and create our print and online advertising and editorial campaigns. We often use case studies for content, so again, good customer relationships are crucial. CW: What are the best things about your role? What are the most challenging?

GW: Being a comparatively small family company gives me such a varied role and involvement in many areas of the business. I certainly enjoy the travelling around as I’m not a big fan of being tied to a desk.

Certainly, a big challenge over the past 18 months has been satisfying customer demands whilst experiencing material shortages across the supply chain due to the pandemic and Brexit. Hitting deadlines can be tricky, especially when both client and project expectations are so high. The pressure has been on us at times, but the whole team at Hamilton has really pulled together over the last year and a half and it’s great to see us work together to get things done.

CW: How has COVID-19 affected the industry? Do you think things will be finally able to get back to ‘normal’ soon?

GW: I don’t think there is any one company that has been insulated from the effects of COVID-19. We have seen cost increases and material and staff shortages, but, as I say, this has been the predicament across most sectors. Just-in-time manufacturing is now the norm, but the pandemic has shown the fragility of this method, especially in terms of the overdependence on third party suppliers.

I think ‘normal’ is getting product out of the door within the old-time frames, but I suspect the way this is done in the future has to change. As for a return to normality: I don’t think we’re out of the woods just yet, with the threat of new variants, European lockdowns and supply chain issues, and Brexit. There are more challenges ahead, but I am now even more confident that the team at the factory, and on the road, are primed and ready.

CW: Aside from COVID-19, what have been the biggest changes across the industry in recent times? What will be the biggest changes in the future?

GW: Consumers are now more design savvy than ever – they want all things, including their homes, to be emblematic of them and their lifestyle. We’ve seen a definite move away from traditional steel finishes to more popular brass and bronze colours. Also, people are becoming more aware of how their homes can serve them better. Functionality is just as important to designers and homeowners as it is to installers nowadays. Products need to be future-proofed, and they are likely to be integrated into a smart home system at some point.

Customer expectations around speed of delivery are through the roof, partly due to the Amazon effect, and I do think these issues are leaking across into the business sector. We all need to work harder to make it easier for customers to get product information and to shorten lead times. And of course, price is always under pressure.

CW: What’s next for you and for Hamilton?

GW: 2022 sees lots of new challenges for Hamilton. I’ve plans to strengthen our already fantastic sales team, help with launching lots of new and exciting products, hopefully getting as many clients into our London Showroom as possible, and of course more face-to-face interactions with both new and existing customers.

CW: What are your interests away from work?

GW: Sport, the family, and more sport! I’m a big Spurs fan and a season ticket holder, so I go to most home games when I can with my son. Cycling is still my passion so me and the family go out at a slower pace around the trails of Essex on the weekends. I’m also a big rugby fan and I enjoy the solitude of cross country running as it’s a great way for me to unwind. Aside from that, I take my kids to various sporting activities such as football, horse riding and swimming, which they love.

“Being a comparatively small family company gives me such a varied role and involvement in many areas of the business”