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Waypoint act as our outsourced marketing department driving marketing strategy and lead generation.
— John O'Neill, Managing Director, Strictly Education

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Adam Richards

Managing Director

Adam is an experienced marketing professional with a passion for developing integrated brand strategies that can be clearly and coherently communicated through digital and traditional channels.

His 19-year marketing career began at ICI Pharmaceuticals on its International Sales and Marketing program. In 2003 he was appointed marketing director of Whitegrove Office Supplies, becoming managing director in 2008. The business was successfully sold with Adam becoming group marketing director, re-branding seven companies to OfficeTeam. In 2009 he moved to the British Virgin Islands where he developed and executed digital marketing strategies for businesses whilst also gaining accreditation through the London School of Marketing. 

Adam is married to Tina, and lives close to Winchester with his two children.


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Louise Wilson

Strategic Planning & Account Director

Louise has over 20 years’ experience in marketing and is focused on delivering growth for clients, starting with a clear strategy and vision through to communications that will deliver results.

Her career started at WWAV Rapp Collins (Rapp) where she worked on many leading brands including British Gas, Volvo, WWF, Great Ormond Street Hospital and Nectar. During that time , Louise headed up teams responsible for increasing clients market share through both customer acquisition and retention programmes.

Having worked across all channels in the marketing mix from TV to digital, Louise understands how to effectively reach audiences in the most engaging way.


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Michael Crompton

Technical Director

Mike heads up the delivery arm of Waypoint, directing and overseeing the implementation of all design and technical projects.

With over 17 years’ experience in delivering technical systems for CRM, website CMS and direct marketing, Mike is an expert at taking strategic goals and delivering them through the relevant digital channels. Mike started his career in the City of London before getting involved in a venture start up company working with technology, mobile telephony and geo-location services.  Marketing and technology have been at the heart of his work ever since.

Mike is married to Catherine and lives close to Winchester with his three children.


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Hayley Coello

Marketing, Social Media and Account Executive

Hayley is an expert at helping businesses of all sizes reach new audiences through platforms such as Instagram, Facebook, Linkedin, Twitter and Google Plus.

In 2005 she was awarded a BA (Hons) degree in Public Relations from Bournemouth University.

After leaving University, Hayley worked in political and community consultation, firstly for Nex Communications alongside a number of high profile clients such as Waitrose, McCarthy and Stone and Barratt Homes.

In May 2015, she married her husband Jon and they live with their young daughter in Winchester.


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Carl Burden

Design and Web Development Guru

Carl’s career started out in Product Design, where he spent 5 years designing and developing products for the physical world. It was only when he was asked if he could update a few pages on his employer’s website that he got his first taste of web design. After that he was hooked and he switched to designing for the digital world, bringing with him a unique perspective of the design process and a vast array of skills outside of most digital designers’ remit.

Working closely with Mike, Carl leads the design and development process for all Waypoint’s clients, existing and new. Nothing is designed without technology, deliverability and performance being at the heart of the process. 

Carl is married to Jenna and lives near Romsey in Hampshire.


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Dia Smith

Marketing, Social Media and Account Executive

Having finished a Masters in Marketing and Management at Loughborough University, Dia embarked on a career in category management and marketing at Europe’s largest retailer, Dixons.

Over the years she held various roles within the company from ecommerce, category management and managing the Harrods Technology concession.

More recently Dia volunteered to support the Winchester NCT B•A•B•I•E•S charity to raise much needed funds to keep their services open in 2019, through social media support and event organisation.

Dia moved to Winchester in 2016. She is married to Ollie and has a young son.