Richard Farmer

Global Head of Indirect Retail

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About

As the Head of Global B2B at Dyson, I lead the strategic direction and execution of our business-to-business operations across the globe. With over 20 years of experience in various leadership roles within both the commercial and consumer goods industry, I have a proven track record of driving growth, innovation, and customer satisfaction. My expertise lies in developing and implementing effective sales and marketing strategies, managing full P&L responsibilities, and leading high-performing teams. I am also a certified Chartered Accountant, which enables me to provide financial oversight and guidance to my organization. My goal is to leverage my skills and experience to deliver value to our customers and stakeholders, while contributing to the success and sustainability of Dyson.

Experience

  • Dyson (15 yrs 2 mos)
    • Global Head of Indirect Retail
      Jul 2025 - Present · 1 yr 5 mos

    • Singapore · On-site
      Present

    • Head of Global B2B
      Jul 2024 - Jul 2025 · 1 yr 1 mo

    • Head of Global Key Accounts & Verticals
      Jun 2023 - Jul 2024 · 1 yr 2 mos

    • Head of B2B - Benelux, Nordics
      Jun 2021 - Jun 2023 · 2 yrs 1 mo

      General management responsibility for the B2B business across the Benelux and Nordics Region. Including setting the strategy for Sales and Marketing of all Product Categories along with Team Leadership. Full P&L responsibility.

    • Head of B2B - Middle East and Africa
      Jul 2019 - Jul 2021 · 2 yrs 1 mo

      Setting and delivering the strategy during a high growth period with our Distributors across the Middle East and Africa. Alongside this, responsibility for the rapidly growing Turkish Subsidiary market.

    • Business change lead
      Apr 2019 - Jun 2019 · 3 mos

      Two month assignment leading the Japanese B2B Team through a period of rapid growth and change as we amended the GTM strategy.

    • Head of Global Hotels Channel
      Jan 2018 - Mar 2019 · 1 yr 3 mos

      Responsible for setting and delivering the Global Sales and Marketing Strategy initially for the Dyson Supersonic then all Dyson Products into the new Hospitality Channel. Dyson Products can now be found in thousands of the most luxurious Global Hotel rooms across hundreds of Hotels such as Peninsula, Rosewood, Waldorf Astoria, Ritz Carlton, Jumeriah.

    • Commercial Transformation Lead
      May 2017 - Dec 2017 · 8 mos

      Leading on multiple programmes including European Commercial Change and Third Party Support Service Implementation (Finance, IT, HR)

    • Head of Global Sales - Facility Management Channel
      Jan 2017 - Apr 2017 · 4 mos

      Following successfully winning a number of Key Accounts within the FM Channel, became responsible for the Global roll outs of the respective contracts.

  • Dairy Crest (3 yrs 2 mos)
    • Interim Finance Manager
      Mar 2011 - Sep 2011 · 7 mos

      Interim role managing 15+ Heads within the Site Finance team at the largest Dairy Crest Production Ssite.

    • Financial Operations Accountant
      Aug 2008 - Mar 2011 · 2 yrs 8 mos

      Provided analysis of Site Financial Results to provide reports to the Leadership Team in order to help achieve business objectives.

  • Corporate Finance Executive at Burton Sweet Chartered Accountants and Business Advisors
    Mar 2008 - Aug 2008 · 6 mos

  • Audit and Accounting Senior at CLASSIC FINANCIAL SERVICES LIMITED
    Jul 2004 - Feb 2008 · 3 yrs 8 mos

    Accountancy Training Role - Rising from Accounts Trainee to Audit and Accounting Senior in a small sized Practice whilst completing Professional Qualifications (ICAEW).