Jonathan Winchester

Chief Executive ·


Jonathan Winchester, Chief Executive of Shopper Anonymous UK.

Over a seven-year period, Jonathan Winchester built one of the largest customer service feedback companies within Australia and New Zealand. The business offered more than 1,000 businesses customer service feedback on a regular basis. In 2006, having moved back to the UK, Jonathan established Shopper Anonymous UK.

Born in East Sussex Jonathan started his career at Harrods in London on the management training program. His experience within retail, especially through service and quality improvement programs with other employers, enabled Jonathan to establish Shopper Anonymous, when he moved to Australia in 1994.

As well as running Shopper Anonymous, Jonathan is well known for his sound business advice and training seminars. More than 2,000 staff have gained vital skills and experience through Jonathan’s training seminars and more than 10,000 have heard him speak at Conferences.

Sue Ford

Customer Relationship Manager ·

Sue Ford joined Shopper Anonymous early in 2007 and has been closely involved in the growth and development of the company across the UK.

Sue is responsible for the operational management of the business, liaising with clients, providing a central service to franchisees, training and organising teams of shoppers from the north of Scotland to the West Country. She has extensive experience of Human Resources Management in both the public and private sectors and has also worked in researching and writing for consumer publications.

Deborah Winchester

Director & Editor ·

On arriving in the UK in the 1990s Deborah worked for the Chartered Insurance Institute in Sevenoaks which is where she began her training as an editor and technical writer. On returning to her home country, Australia, Deborah worked alongside Jonathan in the early days of the company’s inception. Whilst raising their children and working part time in her own career of technical writing, Deborah was the very first mystery shopper for Shopper Anonymous.

Deborah’s degree is in education; however, she chose to focus on the private sector after six years within secondary schools and has worked within the financial industry in the UK and the oil and gas industry in Perth. She also worked with the Western Australian Water Corporation ensuring their online training materials were year 2000 compliant.

Latterly Deborah has combined her own successful career in the fitness industry with contributing to the family business as an editor and document manager.

She is now responsible for projects relating to proposals, consistency within company communication and the strategic direction of the business.

Rachael Tate

Business Manager·

Way back in the late 1980s after a year working in Germany, Rachael came back to her birthplace, Hastings, and got a job in the City of London with a financial institution specialising in unit trusts and pensions. Here, life was fast-paced and frenetic and organisational skills were crucial for looking after a team of Regional Salespeople and their many clients across all of the UK and the major cities of Scandinavia.

After a change in personal circumstances, Rachael took a job more locally with a company working on regeneration and economic development to improve the infrastructure, higher education facilities, business premises and transport links in order to raise the aspirations, fortunes and job prospects for local people as well as supporting existing and new businesses. As Office Manager, the role quickly expanded into HR, facilities management, health and safety, Board secretariat and marketing as well as the usual administrative duties that come with running an office for a small, multi-talented team.

Rachael chose to undertake a number of courses in later life and has:
• a Chartered Management Institute qualification,
• gained a teaching qualification and
• NEBOSH certificates in Health and Safety and Fire Risk Management.

Paul Matthews

Regional Director – Sussex ·

With a Sussex background and impressive local experience, Paul joined the Shopper Anonymous team in January 2015 following a successful 20 year career in the leisure industry. His hard working attitude, natural sales ability and passion for customer service allowed him to progress swiftly to senior management roles in both the private and public sectors.

Paul started as a Lifeguard, working for DC Leisure and was promoted through the ranks to the role of Contract Manager for three sites. In 2005, Paul moved in to the Private sector with Bannatyne’s Health Clubs to manage a brand new facility in Hastings. Using his operational management experience, Paul recruited the 40 strong team and was responsible for the most successful pre-opening sales numbers in the company’s history.

More recently Paul has worked for Serco Leisure managing a multi-facility contract with over 120 employees and a turnover in excess of £2.5m.

Paul will use his passion for customer service and management acumen to build long term relationships with his Sussex based clients which will enable them to exceed their customers’ expectations and achieve sustainable long term business growth.

Jim Smith

Regional Director – Surrey ·

His career started in retail management with Debenhams, moved into sales, and latterly into management, training and internal consultancy roles in a number of industries including Finance, Insurance and Telecommunications.

In that time, Jim has built up a specialist knowledge of sales, management, customer care and cultural change skills, and has applied them to large corporates and small businesses alike. His last role, before starting Shopper Anonymous Surrey, involved the review and improvement of small business units within a finance group – from strategy and marketing improvements through to performance management, sales and individual/team skill development.

Having trained some seven separate sales forces, and their supporting customer care teams, he is passionate about businesses maximising their ‘air’ time with existing and potential customers, by giving the best possible service, but at the same time increasing sales.

This knowledge was supplemented in 2004 with a Masters Degree pass in Business Administration (MBA).

Mark Perkins

Regional Director – Kent ·

Born in Wolverhampton in the West Midlands Mark finally settled in Swanley in 1995 and then moved to Orpington in 1997. So with nearly 15 years in Kent he classes himself as a Kent boy.

Mark has spent most of his working life in Retail working with Virgin Retail, HMV and Dixons. In recent years he moved into IT sales and Training working with Computacenter and Parity training in sales director roles.

4 years ago the opportunity came to set up his own business and bring together his sales & retail experience and provide sales support to eBay across Europe helping them be more effective in help growing their large merchant enterprises.

In parallel to the sales consultancy work Mark also bought the Kent franchise for Shopper Anonymous which he saw as a great synergy with all of his work experience to date.

The Kent franchise is growing fast and has a number of well known Kent businesses such as Howletts & Port Lympne, Leeds Castle, Caxtons & Eurotunnel.

Mark’s focus is purely on helping his clients become Customer Companies.

Paul Nutter

Regional Director – Essex ·

Paul grew up in the Colchester area, has a wide retail experience with over 20 years as a senior manager in blue chip retail companies, and has run his own supply chain business.
He started his career in store management at Sainsburys, and then progressed to various roles in commercial and marketing at Tesco head office over 18 years.

As an expert in customer service, supply chain, product development, promotions and training he then developed a successful consultancy business advising suppliers on best practice and developed training courses that are used globally.

Before joining Shopper Anonymous he also built a successful logistics business in Essex. Paul is dedicated to helping small businesses grow and enabling them reach their potential.

Chris Lowe

Regional Director – Manchester & West Yorkshire ·

Covering Greater Manchester, Chris brings a wide range of business experience to his customers. He studied at Bradford University completing a BSc Hons Degree in Business Management.

He spent 18 successful years in the pharmaceutical industry in roles ranging from Sales Specialist, Regional Business Manager and more latterly as National Sales Manager (Associate Director). The majority of this time was spent working for Shire Pharmaceuticals, a specialist biopharmaceutical company who are FTSE 100.

His roles helped him to develop skills in leading and developing others, sales and sales training, customer service, marketing, strategic sales planning, partnering with customers, coaching and situational leadership. He is a creative problem solver and thrives on helping others find solutions to improve their business.

His colleagues would describe him as passionate, enthusiastic and driven. When not working you’re most likely to find Chris running the streets of North Manchester preparing for his next marathon or playing tennis for his local club!

Paul Saunders

Regional Director – Hertfordshire ·

Paul was born in Hertfordshire and has lived there all his life working both there and in North London. In doing so he has gained a very detailed knowledge of the areas and the Business opportunities hey have to offer.

He comes to Shopper Anonymous with 30 years’ experience of successfully running both small and large stores within the Retail sector. These stores ranged from 8 employees and an annual turnover of 500k up to 250 employees and a turnover of 40 million. This has given him a unique understanding of the day to day challenges faced by Business owners at both ends of the spectrum.

He spent the first 5 years of his career in the Newsagency trade becoming a Store Manager before the age of 20. Since then he has developed his career within the Food Retail sector working for several of the market leaders including Morrisons and most recently J Sainsbury.
Paul has extensive experience with Mystery Shopper Programmes and fully understands the business benefits they can provide to progressive thinking Business owners in terms of both retaining and growing customer numbers. Focusing on the shopping/service environment along with the development of well trained employees who are fully engaged in the business is the key to increasing sales and profits.

Paul’s background has given him a key set of Business and Management skills including Training, Coaching, Customer Service, Business Planning, Sales Growth and Cost Control. He looks forward to using these skills to help the development, profitability and growth of Businesses within the North London and Hertfordshire area.

Judy Randon

Regional Director – Norfolk and Suffolk ·

Running her own business at the age of 18, Judy is not one to hold back when seeing an idea or opportunity especially involving food & drink businesses. Her wide ranging experience in the industry extends across the UK and a long way south where she spent 8 years working in the food and wine industry in Australia, primarily in sales. Returning to Norfolk where she was born and to be nearer her family, Judy initially worked on the family mushroom farm where her roles involved all aspects of running a business. She then worked for a number of years as a grower manager of a large soft fruit farm in Norfolk. Here Judy’s key roles were managing a multicultural team of 50 people and introducing new processes, technologies and production efficiencies to increase yield whilst optimising quality.

Latterly, Judy has been working independently for a number of clients across the region including Tastes of Anglia, a regional food marketing group, where she has been responsible for co-ordinating and delivering a range of training initiatives for farm shops and small food producers across the eastern region supporting them in business development and grant funding. Judy is an inspiring coach and mentor in all aspects of business management with a particular interest in team management, business efficiencies and customer service. Her natural ability and genuine desire to empower individuals to achieve their goals, together with her business integrity, makes her a valuable asset to any organisation. Judy is very pleased to be taking the lead for Shopper Anonymous in Norfolk and Suffolk and looks forward to working with businesses to help them achieve a world class customer experience which delivers on the bottom line.

Phil Heaven

Regional Director – Lancashire ·

Phil qualified in Economics from University College London, and spent the early part of his career at T I Raleigh in Nottingham, the famous cycle company. He developed his skills in Change Management Systems, and subsequently was employed by GE America and by Price Waterhouse as a Management Consultant, working with their clients to improve their business performance, and operational efficiency. In these roles, he worked with large corporations in the UK and abroad.
His passion for Customer Service excellence was honed and further developed as Operations Director for 14 years of a Lancashire Textile company, supplying many of the leading retailers in the UK. He is a great believer in combining modern system technology with well trained and motivated people to deliver superior customer service. Most recently he has worked in the Franchise sector and chose Shopper Anonymous as the brand that most closely matched his passion for excellent customer service.

Ian Sadler

Regional Director – North Yorkshire ·

I joined Shopper Anonymous in May 2014, as the numerous services we provide, fit perfectly with my desire to help businesses deliver a great customer experience every time.

I have spent 20 years with Aviva (originally started with General Accident in 1989), where my drive and passion to provide the best customer care led me to managing call centre teams, administration support teams and complaint teams. During this time, and a further 4 years as an office manager at a leading York firm, I have delivered customer service training, implemented and worked through customer journeys to improve procedures and processes.

I fully understand what customers want and how coaching helps develop, improve and motivate people within a business.

I am a customer service addict, and I look forward to helping businesses within the Darlington, Hull, Ripon, Teeside and York post code areas.

David Anderson

Regional Director – Northern Ireland ·

Born and still living in Northern Ireland, David has spent most of his working life there.

His career started by going to sea as a purser with P&O Cruises – a holiday habit which has never left him. In the mid-nineties, David’s interest and passion for food found him working, voluntarily, in the kitchen of Michael Deane’s Michelin starred restaurant during his spare time and following this foray into the kitchen, David wrote a food column for a leading Northern Ireland publisher on a regular monthly basis.

His working life has included a range of Sales and Sales Management roles with various Blue Chip companies, before entering the Pharmaceutical Industry where he worked as a National Account Manager for a division of Pfizer and latterly as the Irish Critical Care Manager with UCB Pharma. Whilst at UCB, he was involved in recruitment, induction programmes, NHS staff training modules and overseas trade exhibitions. In addition David developed and managed the largest Critical Care Account in the British Isles with the merger of the Belfast NHS trust and the Northern Ireland Ambulance Service into one central buying point.

Outside of work David’s interests include rugby, golf and cooking (naturally). David has served on the council of Belvoir Park Golf Club for four years and in a rugby capacity, is a representative with his local rugby club (Randalstown RFC) on the Branch, Clubs, Disciplinary committees of Ulster Rugby. At games in the Kingspan Stadium David can be regularly seen ‘Standing up for the Ulster men’.

David is filled with enthusiasm in taking on the Shopper Anonymous business in Northern Ireland and is looking forward to raising standards of customer service across the province.

Michelle Rust

Regional South Yorkshire ·

Michelle has had a very successful career in the pharmaceutical industry, most recently working for Shire Pharmaceuticals as a Regional Sales Manager. Prior to that, whilst working for Organon Laboratories, Michelle became their youngest Regional Sales Manager at the age of 24. She continued to make an impact, winning many Industry awards and internal awards for Regional Manager of the Year and Team of the Year repeatedly over a number of years.

Michelle is an avid cyclist, raising money for charity over the past 4 years. Her most recent adventure this summer, took her to the Pyrenees to cycle four of the Tour de France climbs in the area over 3 days: a gruelling and challenging experience.

Michelle is filled with enthusiasm in taking on the Shopper Anonymous business in South Yorkshire and is looking forward to raising standards of customer service across her region. She looks forward to introducing Shopper Anonymous’ world class mystery shopping and customer feedback systems, as well as run the motivational customer service and sales training seminars.

Graham Hil

Regional Director – Bucks & Bedfordshire ·

Graham has over 20 years’ experience in delivering world class service, in a range of roles from the shop floor to senior executive level, both in the UK and internationally.

He has spent 20 successful years in the retail industry, in roles including Sales Consultant, General Manager, Regional Manager, Retail Development Manager and Head of Retail Rollout.   The majority of time he worked in the telecoms sector, for FTSE 100 companies Vodafone and Dixons Carphone, and also spent 2 years working internationally across the Caribbean and Central America launching retail channels for the telecoms network Digicel.

As a result of his experience, Graham has a unique set of skills, ranging from delivering world class service and sales behaviours on the shop floor, to leading large scale teams across the UK and international markets to do the same.   As an accomplished coach, trainer and presenter, combined with his knowledge of what makes a customer experience special, he is perfectly placed to add value to the businesses of Bucks and Beds and help them grow through the delivery of world class service.

Graham has joined Shopper Anonymous, as he understands the value of world class customer service and the importance of customer feedback to enable businesses to constantly improve, and he is passionate about working with the local businesses of Bucks & Beds to support them to reach their full potential.

Tricia Mack

Regional Director – Oxfordshire and South Warwickshire ·

Tricia has worked in the Sport, Recreation, Sales and Marketing environment for more than 30 years and brings a wealth of experience to our existing customers in the Oxfordshire and South Warwickshire.

For the past 10 years, has successfully run her own businesses, including renting out narrow boats and officiating at over 1000 funerals.

Tricia’s skills cover a vast spectrum that fit perfectly into the world of Customer Service. From her own business experience, she firmly believes that you need to love your customers or you will inevitably lose them.

As a professional speaker and competent trainer Tricia can work with groups to get the very best out of them.

At the weekends you will find Tricia exploring the countryside in her VW camper van, or working as an Officer with the Army Cadet Force facilitating the cadets to achieve their Duke of Edinburgh Awards, or running in preparation for her next crazy adventure, the most recent being the Comrades Ultra Marathon.

Richard Knight

Regional Director – Dorset, Bath and Wiltshire ·

Richard’s background lies in all things ‘people development’; learning and growth of individuals and teams makes the difference to business and life. This is Richard’s reason ‘why’. He believes that it is critical to understand the reason you do what you do if you want to be truly successful. His reason ‘why’ has enabled Richard to teach, coach, sell, manage and train throughout his career.

Richard started as a teacher and then moved into the world of pharmaceuticals, selling various products to the NHS. He then moved into management and training before starting his own training consultancy in 2015.

As Regional Director of Shopper Anonymous, Dorset, Bath and Wiltshire, Richard works with companies to develop individuals, teams as well as the organisation to deliver great customer service and great, profitable, outcomes.

Vicki Collins

Head Of Accounts

Vicky joined Shopper Anonymous in January 2011 and has over 20 years experience in book keeping, accounts and payroll for the smaller independent businesses, whilst also running her own business. Vicky is responsible for the Customers, Shoppers and Suppliers and ensures that all the accounts are up to date for both Shopper Anonymous and Shopper Franchise and also on the management accounts.