About Me

Dan Smith

Former Aldi Director who's led 150+ person teams and delivered transformational results. I help businesses solve critical problems, fast. From £200M eCommerce launches to last-minute turnarounds, I deliver transformation when results matter.

10+ Years Director Level
£200M+ Business Built
£9M Operational Efficiencies
Dan Smith

From Graduate to Business Transformation Leader

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Layoung the Groundwork

My journey started at the University of Bath where I studied Politics with Economics with additional modules in Business and Technology, graduating with First Class Honours. But the real education came from climbing Kilimanjaro for charity and hitchhiking to Paris - experiences that taught me plans are great, but they're nothing without problem-solving.

Early roles at Ofgem and IBM gave me a foundation in analysis and project management, but I knew I wanted to be where business decisions really happen - on the front line.

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Scaling Giants

Joining Aldi in 2013 as an Area Manager was like business boot camp. Managing 4 stores, 120 people, and £48M in revenue taught me that strategy is nothing without great execution. I opened 32 stores in 15 months and reduced the payroll needed per opening by 53% - not with theory, but by getting stuck in, understanding the supply chain, and fixing inefficiencies.

Building from Zero to £200M

When COVID hit, Aldi needed online grocery - fast. I built and led the amazing team that launched Click & Collect in just 17 weeks, eventually building it into a £200M+ business. We improved efficiency 400%, saved £9M annually, and created the UK's most efficient in-store picking operation.

As Director of Digital Transformation, I led 150+ people and was fortunate to work on a very cool checkout-free store. This experience reinforced that the recipe for succes is aligning teams, fostering innovative solutions, removing blockers, and maintaining daily momentum until results are delivered.

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Going Independent

After a career break to focus on family (best decision ever), I decided to go independent. Why? Because I saw too many businesses struggling with problems I knew how to solve - but they couldn't afford big consultancies or didn't need permanent hire.

My first major project proved the model: a family-run automotive supplies business two weeks from closure. Within months, we'd reduced HMRC debt by 90%, increased sales 80%, and built sustainable financial controls. Not through magic, but through practical problem-solving and hands-on delivery.

Key Roles & Achievements

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2024 - Present

Director & Founder

Smith Performance Ltd

  • Interim COO for automotive business: 90% debt reduction, 80% sales growth
  • Built profitable international eCommerce operation across 29 countries
  • Delivering transformation and interim leadership for SMEs and consultancies
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2022 - 2023

Director of Business & Digital Transformation

Aldi UK & Ireland

  • Led 150+ person business transformation programme
  • Improved checkout-free technology: 98% accuracy, 72% loss reduction
  • Increased sales by 28%
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2017 - 2022

Director of eCommerce

Aldi UK

  • Built Click & Collect from zero to £200M+ revenue in 17 weeks
  • Achieved 400% efficiency improvement, saving £9M annually
  • Created 10-year omnichannel strategy approved at board level
  • Full P&L accountability for £200M+ turnover across digital channels
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2013 - 2017

Area Manager & Grand Opening Manager

Aldi UK

  • Opened 32 stores in 15 months
  • Reduced opening payroll requirements by 53%
  • Managed 4 stores with £48M annual revenue

My IMPACT Framework
for Delivering Results

Over a decade of transformations taught me that great outcomes need a clear method. IMPACT adapts to each situation, guiding teams and driving results through structure, shared context, speed and ownership.

I
Identify Real Goals
M
Map What Exists
P
Prepare Teams
A
Act with Daily Discipline
C
Confirm Success
T
Transfer & Sustain
Full breakdown on my homepage

Practical Leadership. Digital Edge.
Results That Stick.

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Strategic Leadership

  • Business Transformation
  • Digital Strategy
  • P&L Ownership & Financial Control
  • Board-Level Engagement
  • Strategic Roadmapping
⚙️

Operational Excellence

  • Process Optimisation
  • Programme Management
  • Crisis Management
  • Performance Improvement
  • Cross-functional Implementation
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Technology & Digital

  • eCommerce Operations
  • Digital Transformation
  • Systems Integration
  • Data-Driven Decision Making
  • Technology Adoption & Enablement
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People & Culture

  • Team Leadership
  • Change Management
  • Team Empowerment
  • Stakeholder Management
  • Capability Building

Let's Deliver Results Together

If you're dealing with a critical issue and need someone who'll take ownership and deliver results - get in touch. I'm here to help you deliver, when results matter.