James Fretton

About me

I spent 24 years at British American Tobacco leading change across supply chains, product launches and the way teams work together, in markets across Europe, Africa, the Middle East and globally. I've redesigned how organisations are structured, brought Marketing, Sales, Operations, Procurement and Finance onto the same page, and delivered savings worth tens of millions of pounds.

I now bring that experience to consulting through Crest, my own consultancy. I help organisations find the real cause of their problems, design practical solutions, and build the skills their people need to carry the change forward.

Results at a glance

• £20m saved on £190m of procurement spend
• £7m in logistics savings through a network redesign
• Award-winning planning and customer service transformation across Africa and the Middle East
• 20+ years leading change across multiple markets

My career

1. 2019–2025Group New Product Delivery Manager, British American Tobacco
2. 2018–2019Head of New Product Innovation Deployment, Europe & North Africa
3. 2016–2017Regional Head of New Product Introduction, Western Europe
4. 2012–2016Head of Service, then Head of Strategic Supply Planning, EEMEA Supply Chain
5. 2004–2012Procurement and supply chain programme leadership, Africa & Middle East
6. EarlierIT and systems roles at BAT, Colonial Bank Sydney and SEMA Group
7. EducationBSc Strategic Systems Management, Bournemouth University

Beyond work

I'm currently training as a professional coach (ICF Level 1, Full Circle). I volunteer as a Tree Champion for the Woodland Trust, bringing free trees to schools and community groups across Hampshire, and help with conservation work for the Hampshire & Isle of Wight Wildlife Trust.