Welcome Andy Fellingham, our fab new Business Director

It’s great to be here.

I’ve spent the majority of my career working at the intersection of digital, commercial growth, and customer experience, across sectors such as travel, retail, and, more recently, sport and entertainment.
I started at Virgin Holidays, where I built a really strong foundation in e-commerce and trading, understanding how digital channels drive revenue and how to optimise performance at scale. That gave me a very commercial mindset early on.

From there, I moved into more senior digital leadership roles, including at Ann Summers, where I joined the board and was accountable for its e-commerce business. That was a great experience in owning a P&L, scaling digital channels, and driving international growth.

My next role at Goodwood was where I first led a full digital transformation programme, bringing CRM, data, digital marketing, and product together into a more integrated function. It was about moving the business from quite siloed digital activity to a much more connected, customer-led approach, including building a single customer view and improving the end-to-end journey.

Most recently at The Jockey Club, I’ve been Digital Director, and then stepped up as Acting Chief Customer and Commercial Officer. That role has been a real step into broader leadership, with accountability for over £120 million in revenue and leading teams across marketing, sales, sponsorship, and digital.

The transformation at The Jockey Club was about building a true digital centre of excellence, bringing capabilities such as data, CRM, performance marketing, and product in-house, launching a single customer view platform, and embedding data-led decision-making across the business. Alongside that, it’s been about enhancing the customer experience, whether through personalisation, new digital products, or event apps that improve the fan journey.

I think the common thread across my career has been using digital and data to drive meaningful commercial growth, but always with the customer at the centre.

That’s what really attracted me to Fresh Egg. The agency has a strong reputation for being insight-led and genuinely focused on long-term client value. The Commercial Director role felt like a natural opportunity to bring together my experience in growth, transformation, and leadership to help both clients and the agency continue to evolve.

For me, it was a super easy decision as I have known the team at Fresh Egg for many years. I’ve been a client at both Goodwood and The Jockey Club and seen first-hand the excellent work and the talent at Fresh Egg, and so have always been a huge fan.

The people and culture also stood out; there is a clear ambition and openness, which felt like the kind of environment where I could add value and help shape what comes next.

And finally, the role itself felt like a natural step, bringing together my experience in digital transformation and commercial leadership but applying it in a way that directly impacts agency growth and client success.

I’m excited by the growth opportunity; there’s a chance to shape how we evolve commercially, deepen client relationships, and explore new opportunities.

On a personal level, culture is important to me, and I felt that Fresh Egg was a great cultural fit. I enjoy working in environments where you can challenge thinking, collaborate with good people, and keep pushing things forward.

I think what surprises people is that I’ve come up through quite a non-linear path—from credit control and sales into digital and then into commercial leadership.

So, I didn’t start with a textbook ‘digital career’, I’ve built it from the ground up.

The upside of that is I tend to look at things quite commercially and practically. I’m usually the person asking, ‘Yes, but how does this actually make money or improve the customer experience?’

I’ve spent much of my career in industries like travel and horse racing, which people often think of as quite traditional. Still, they’ve been among the most interesting digital transformation challenges I’ve worked on. I quite like operating in spaces where digital isn’t fully cracked yet, where you can come in, challenge thinking, and genuinely move things forward.

I think if you asked them, they’d probably say something like ‘he does something with websites and data… and likes meeting lots of different people’.

If I push them, they’d probably describe it as helping businesses grow online.

I have a few. I’m a 50-year-old gamer and have been playing one particular game for the past 7 years. When I do leave my gaming chair, I love Paddle Boarding, and I’m down on Worthing beach most weekends when the sun is out. I also enjoy hacking around a golf course, and I’ve recently got into swimming (in an attempt) to keep fit.

I’d go for poached eggs on sourdough, simple, but when it’s done well, it’s hard to beat 😊