A Bit About Me
I'm Matt Williams, a CX consultant and leadership coach with 20 years in customer service, including senior roles at Gymshark and ASOS. I've spent my career learning what it really takes to scale customer experience while keeping the human connection at the heart of it.
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But there's more to me than just work.
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I live with my fiancée and two children just north of London, and outside of work, my time is very much dedicated to creating memories with my family. Whether that's weekend adventures, school runs, or just being present for the everyday moments that matter most.
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When I do get a bit of time to myself, I enjoy going to the gym, watching football and catching up with friends and family. I also play guitar and produce my own music - it's my creative outlet and a way to switch off from the demands of business life.
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This personal side actually feeds into how I work with clients. Having a family keeps me grounded and reminds me that behind every customer service interaction is a real person with their own stories, pressures, and needs. It's why I'm so passionate about keeping that human touch in everything we do, even as businesses scale and embrace new technology.
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The experiences of juggling family life, personal interests, and a demanding career have taught me the importance of balance, empathy, and authentic leadership - qualities I bring to every client engagement.
Work Experience
October 2021 - June 2025
Head of Customer Support
November 2020 - October 2021
Change & Evolution Manager
August 2019 - September 2020
Customer Care Operations Manager
As part of the senior leadership team, I led Gymshark’s global customer support operations across the UK and the Philippines. Overseeing internal operations, BPO vendor partnerships, workforce management, communications, training, QA, and process improvement—driving scalable, customer-centric support strategies. I define and execute annual departmental strategies, set clear objectives, and lead cross-functional initiatives aligned with major business priorities and transformation programmes.
A member of the senior management team to support in delivering a world class customer service to the Gymshark community within a global customer support operation based in the UK & US. Responsible for leading and inspiring three key support functions, focused on process improvement, quality assurance and training & engagement across both territories to drive a continuous change & improvement culture, benefitting both employees and the customer community.
As a member of the senior management team, I drove a customer first culture within a global customer care operations Team of c. 1000 FTE, handling an average of 600K interactions per week. Leading and inspiring teams to drive high performance and quality, supporting the delivering of capabilities across 10 languages with 95% of contacts handled digitally.
CMI Level 7 Strategic Leadership
Accreditations
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