Meet the team.

Ian Penney

Chief Executive Officer

Ian is responsible for driving our growth strategy and developing wider opportunities for Direct Online Services within the Broadview group to ensure our long-term success.

A graduate of Nottingham Trent University with a track record of procurement and supply chain excellence, Ian has held senior positions at flagship retailers including B&Q, Homebase and Bath Store. Ian is also a passionate Southampton FC fan and keen runner.

John Whitton

Transformation Director

John joined Direct Online Services in 2021 as Operations Director and was then appointed Transformation Director in November 2025. In this role, he leads strategic change initiatives across the business, driving operational excellence, innovation and continuous improvement to support sustainable business growth.

A Member of the Chartered Institute of Logistics and Transport, John brings over 20 years of experience delivering transformative supply chain and operational programmes within fast-paced, customer-focused organisations. His experience in logistics and business transformation ensures Direct Online Services continues to evolve and scale effectively while maintaining exceptional service standards.

Ben Tran FCCA

Chief Financial Officer

Ben joined Direct Online Services in 2023 as CFO and oversees a broad range of financial functions. He works closely with stakeholders throughout the Broadview Holding group to plan for the long-term financial success and security of the business.

Ben is a progressive commercial finance leader with a proven track record of delivering business critical targets under challenging and volatile conditions, whilst upholding high levels of stewardship and integrity.

Brad Ainslie

Technology Director

Brad is an experienced technology leader responsible for driving the digital strategy at Direct Online Services. He focuses on building secure, scalable platforms that support growth across e-commerce and manufacturing operations. With a strong background in ERP, digital transformation and operational improvement, Brad combines strategic thinking with practical delivery. His priority is ensuring technology enables the business to move faster, serve customers better and grow with confidence.

Claire Taylor

Commercial Director

Claire joined DOS in 2021 as our Commercial Director, with a background spanning manufacturing, retail and engineering she has a knack for spotting opportunities others might miss.

Before joining DOS, Claire led commercial and value‑driven programmes, delivering multi‑million‑pound savings and guiding large‑scale operational change. Her early career as a mechanical engineer gave her a data-driven approach, which now blends with a passion for commercial insight. A winning combination in the fast-moving world of eCommerce. Outside work, she’s usually found running across the Cotswold hills.

Stuart Hancy

Operations Director

Stuart Hancy joined Direct Online Services Ltd in 2013, bringing more than 10 years of transport and logistics experience from Nightfreight (now DX Freight), where he served as Assistant Depot Manager at one of the network’s top-performing depots.

At Direct Online Services, Stuart played a pivotal role in the development and expansion of the company’s Next Day and Named Day Two Person Delivery service, successfully extending coverage to the majority of UK postcodes.

Since joining the business, Stuart has been instrumental in ensuring operational efficiency across the organisation. With a strong emphasis on continuous process improvement, cross-department collaboration, and service excellence, he works closely with all teams to maintain consistently high standards of performance and delivery.