The Team

Meet the team

Lord Sugar


Lord Sugar is the chairman of Amshold Group which owns Amscreen and Amsprop. He is the well-known British entrepreneur and founder of the famous electronics company Amstrad. Lord Sugar was knighted in 2000 and in 2008, he was appointed to the Government Business Council by PM Gordon Brown.

In 2009 he led the government’s apprenticeship advertising campaign and roadshow seminars and continues to be involved in a number of initiatives in this area.

Simon Sugar

Chief Executive Officer (CEO)

Simon Sugar leads and oversees all areas of Amscreen’s vision, operations and partnerships. He has developed the business from conception in 2007 to what is now a pioneering technology company with a global footprint and reputation for delivering outstanding digital signage solutions.

Simon is also the former commercial director and board member of Amstrad, where he was responsible for managing commercial relationships with customers and developing new business.

Sean Keenan

Chief Operating Officer (COO)

Sean is responsible for all operational aspects of the Amscreen business. The role encompasses delivering exceptional levels of service and support to all of Amscreen’s partners.

Sean has over 20 years’ experience in senior management positions including chief operations officer at Comtech M2M, a machine to machine communications business working with clients such as Nintendo, Camelot, Newsquest and Kraft.

Steve Roberts

Chief Technology Officer (CTO)

Steve leads the design of our leading edge products for functionality, quality, manufacturability, serviceability, and ensures innovation underpins our market leading position.
Steve has over 20 years experience in global positions covering electrical and electronic design, software development, and mechanical engineering.
He has held senior management positions in telecoms, consumer product, and rail industries.

Alan Wheeler

Manufacturing Director

Alan is responsible for Amscreen’s digital signage manufacturing operations. He has over 30 years’ experience within global manufacturing operations, product introduction and B2B support services. He has held senior operational roles in the UK and Europe within a number of leading global firms.

Steve Whitehead

Technical Director

Steve is responsible for Amscreen’s system architecture and patents. He provides technical assistance to bridge and support the sales team, customer projects, network operations and engineering. He is a chartered engineer and has over 30 years’ experience in information and comms technology.

Jonathan Shires

Technology Director

Jonathan is responsible for Amscreen’s new and evolving digital signage technologies. He has a 1st class Honours degree from Leeds University and has spent over 30 years in design and applications management positions at Farnell Instruments Limited, Harris Semiconductor and Comtech.

Pamela Essex

Procurement Manager

Pamela is responsible for Amscreen’s supply chain including relationship & performance management and product costs.  Pamela has over 30 years’ experience as a procurement professional working across many industries and sectors including oil, gas and electronics.

Ray Riddell

Financial Controller

Ray is responsible for Amscreen’s daily financial accounting, budgeting and forecasting. Ray has over 20 years’ experience as a senior finance professional working across diverse sectors as engineering, storage and web retail.

Rachel Smart

Head of HR

Rachel is responsible for all elements of Amscreen’s employee life cycle to attract, develop, motivate and retain the team. She provides HR support in all people related activities including resourcing, performance management, compensation and rewards, communication and people development.

Rachel has over 20 years experience as a senior HR professional within the manufacturing industry working across the engineering, food and drink and pharmaceutical sectors. She has a Business Studies degree and is a Chartered Member of the CIPD.

Looking to join the team?