Keith Lawrence

Advanced Supply Chain Group (ASCG) – part of the Reconomy Group – has recruited former Wincanton head of operations Keith Lawrence (pictured) as its new business operations director to support long-term growth.

Lawrence brings two decades of supply chain and logistics experience, spending most of those at Wincanton in a wide range of warehouse and operations management and leadership roles.

He is said to be experienced in supporting blue chip retailers’ supply chains and has also spent time in the retail industry, helping a fast-growing health & beauty brand remodel its supply chain for growth.

He will support ASCG's business growth, providing bespoke technology-led supply chain solutions for its fast-growing omnichannel retail customers.

The company said his focus will be on providing unrivalled technology-enabled global support for leading retail brands which are seeking to manage their supply chain and environmental impact.

ASCG employs more than 1,300 people globally and is recruiting across roles at sites in Bradford, Halifax, Sheffield, and Corby, as well as HGV drivers across the UK.

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In 2021, the business was acquired by the Reconomy Group to support its long-term growth ambitions.

Ben Balfour, chief operations officer at ASCG, said: “Retailers are continuing to face a wide range of pressures as they navigate global supply chain uncertainty. Our own team has expanded on the back of our customers’ growth and the resilience of those leading the sector. Keith brings solid experience of helping retailers solve real world problems and driving continuous improvements. One of our values is agility and we are of a scale where Keith has been able to join and have an immediate impact.

“We know our people and culture have been key to our success to date and will continue to be, so we’re pleased to announce Keith’s appointment as we continue with our commitment to attract the best talent into all areas of the business.”

Lawrence added: “It was important to me to join a business which combined a positive close-knit culture with big ambitions and the ability to live up to those goals. ASCG has experienced tremendous growth and there’s still significant opportunity.

"With a clear USP of being able to provide the market with bespoke IT-led solutions, which address each customer’s unique challenges, the chance to be part of a business that is truly a strategic partner to every customer was a compelling one.”