Leadership Team

Managing Director, CDW UK and International

In October 2024, Penny was appointed Managing Director at CDW UK and International, focusing on customer value, partnerships, and results. She has over 30 years of senior leadership experience and is a passionate advocate for women in technology and youth empowerment.

Vice President of Sales and Solutions

With 20+ years in IT, Kevin thrives on challenges, delivering impactful solutions that drive business success. Known for his authentic, goal-driven approach, he blends individual motivations to build success-oriented teams. He believes in the power of collaboration, finding energy in working alongside talented people and executing business strategies that elevate both people and performance.

CFO, CDW UK and International

With over 20 years in IT, Andy leads the finance function at CDW UK and International. His experience spans IT system integration, channel, and customer buy-side roles across both private and public sectors. Andy plays a key role in improving business performance through financial control, reporting, and strategic decision support.

Commercial Operations Director

Pradeep brings 23 years at CDW, with expertise in IT, vendor partnerships, and global customer relations. After driving success in the USA, he has spent the past 7+ years advancing CDW’s presence in the UK, refining offerings and enhancing customer satisfaction. Pradeep also leads the graduation scheme, nurturing talent and ensuring CDW’s continued innovation and growth.

Director PPM & Marketing, UK and International

Ben, with over 20 years in Partner Management & Marketing, excels at navigating complex partner relationships to drive sustainable, profitable outcomes. He has a proven track record in partner satisfaction, loyalty, and retention, consistently identifying new opportunities for collaboration and innovation. His expertise ensures that partnerships contribute to long-term business success.

Director, UK Counsel - Legal, Risk, Ethics and Compliance

Lorraine leads the UK & International Legal, Risk, Ethics & Compliance department at CDW and sits on the UK Board. With 15+ years of experience in IT outsourcing, M&A, and litigation, she ensures CDW’s legal and ethical standards. Lorraine drives continuous improvement, scalable growth, and risk mitigation strategies.

Director, UK and International Supply Chain

With over 20 years in IT, Operations, and the IT Channel, Barry leads CDW’s Supply Chain, specialising in solutions that enhance efficiency, reduce costs, and streamline operations. He oversees Procurement, Distribution Centres, and IT Configuration Services, focusing on optimising processes to deliver seamless service, improve performance, and support customers effectively.

Human Resources Director

Helen joined CDW in May 2025 as Human Resources Director, bringing a wealth of experience from senior HR leadership roles at Deloitte, Civica, and Fujitsu.

In her role, Helen leads our UK-based Coworker Success (CWS) team and partners closely with the broader leadership group. Her focus is on strengthening our people strategy and enhancing support across the UK & Ireland business, ensuring we continue to foster a high-performing and people-first culture.

Director, Public Sector Sales

Jonathan brings nearly 30 years of experience in technology sales. Before joining CDW, he held various sales and leadership roles across the channel. He began his career at Fujitsu, gaining deep expertise in Public Sector procurement and large service-led campaigns.

Director, Enterprise Sales

Gavin, a seasoned Sales Director with 24 years at CDW, excels in sales development and customer relationships. Overseeing £1B in Enterprise Sales, he drives growth through strategic vision, leadership, and a people-first approach. His expertise and dedication make him a key force in CDW’s continued success.

Director, Solution Sales

Ross serves as the Director of Solution Sales at CDW, bringing over 11 years of experience in senior sales leadership roles. Prior to his current position, he led various teams across Cloud, Software and most recently the Microsoft Practice, where he played a key role in shaping strategic partnerships and driving growth.

In his current role, Ross is pivotal in aligning Sales and Solutions teams to foster seamless collaboration. His focus is on delivering customer-centric, value-driven outcomes that support long-term success and innovation.

Director, Corporate Sales

Trevor joined CDW in May 2025 as Director of Corporate Sales, bringing 26 years of experience in technology sales. He has a proven track record of driving growth, building high-performing teams, and fostering strong customer relationships.

His leadership is guided by a straightforward approach—aligning the right people with the right customers and opportunities—supported by strong distributor and vendor partnerships.

Senior Executive Assistant to Managing Director, CDW UK and International

Rachel Smyth, a seasoned business administration professional, supports Penny Williams, Managing Director of CDW UK and International. She acts as a liaison between Penny and the Senior Leadership Team, ensuring smooth operations and effective communication. Rachel collaborates with leadership to align strategies and foster a customer-centric approach.