Aimed Business was founded to exploit Andrew Callard’s knowledge and understanding of what makes businesses more effective. That business could be a new start-up with big plans or a lifestyle business; rapidly growing or established and looking to survive.

View Andrew Callard’s linkedin to see the depth of his experience as a consultant, coach, mentor, project manager, company director and senior manager in larger organisations. Or continue to read the core themes here.


Following his 1985 Warwick MBA, Andrew began as a qualitative market analyst for a Japanese marketing consultancy start-up. In 3 years, he became the European Head of Research and Consultancy presenting to multinational boards to improve their marketing strategies on office automation and telecoms products.

Highlights included:

  • being the go-to man for marketing of fax machines in the UK;
  • taking half of the UK cellular mobile handsets monthly imports to run field trials, which led to the then radical suggestion of giving handsets away free and fixed tariff contracts;
  • delivering the launch marketing strategy for karaoke in the UK.

Throughout his career, he has continued in marketing. Whether that is locally, nationally and internationally as a recruitment consultant of senior executives or in roles such as Business Development Director for larger organisations or for small and fast growth businesses.

Innovation and Knowledge Exchange

Innovation underpins Andrew Callard’s career. This is the application of novel ideas, processes or systems to existing or new problems. Often this requires the creation of an ‘innovation culture’ through team development. Innovation also requires the ability to understand the effect of making a change has on the rest of the system.

Knowledge exchange recognises that both parties have knowledge which can be transferred for mutual benefit. Since the early 1990’s UK universities and colleges have been encouraged to engage more with business not only in research, but also in skills training.

Almost uniquely Andrew has held senior positions on both sides of research-lead knowledge transfer:

  • At the University of Bedfordshire he was a key member of the team which drove forward the research agenda across the CATS Faculty with the main disciplines of Computing and IT, Media Art and Design and Psychology.
  • The Pre-incubation Artistic and Creative Entrepreneurs project was shortlisted for inclusion in the Government White Paper on the Creative Economy.
  • The World Class Skills Programme recognised Andrew’s expertise in delivery of action learning sets to colleges.
  • At Versarien, an advanced materials company, he programme managed the 12 Innovate-UK funded projects in thermal management using novel metal foams, in graphene and tungsten carbide.

Training, Mentoring & Coaching

He has been responsible for the training of over 10,000 individuals and some 4,000 companies. This includes significant work-based learning such as when Hartpury became the supplier of choice for leadership and management programmes as part of Gloucestershire’s Constabulary’s People First change programme.

Andrew has written bids ranging from a second stage £27M RGF project for a start-up to £5K charity funding. As a Programme Manager he has delivered multiple multi-partner projects in training and people development. These range from uncertificated to PhD programmes including curriculum development and accreditation.

Currently Andrew is a Business Growth Expert, Business Growth Service; Mentor Gloucestershire GrowthHub working with start-up businesses; Mentor Warwick Business School Alumni with senior managers; Forest of Dean Entrepreneurs project coach for start-up and small businesses.

Digital and Web

From a key MBA option of Management Information Systems, Andrew’s career is strongly flavoured by digital. Its focus has been on practical application of the technologies. Whether that was the web with the CESaME project in the mid-90’s creating information databases and coaching programmes for SMEs or applied research on how organisation could employ Web 2.0 or implement effective CRM systems.

  • At the more blue sky end were doctoral studentships on data mining of horse urine to identify new doping substances or visual passwords for accessing accounts.
  • At the practical creating a multi-media learning resource for construction used in the 00’s in GNVQs in schools through to Masters level in Universities.
  • Or running his own digital marketing agency enabling businesses to benefit from advances in websites and social media.