Scaling digital growth with Andy Fairey: from football clubs to pet products

Andy Fairey, Head of E-commerce at BullyBillows, shares his journey from launching digital platforms in football to leading e-commerce transformation across healthcare, retail, and now pet tech. Andy unpacks what it takes to scale a brand through digital growth, from operational agility to customer-first culture, and explores how tech, talent, and curiosity drive sustainable growth in a fast-moving market.

In our first instalment of Midlands Mentors – a series spotlighting standout digital leaders from the UK’s central region – Salt UK’s Practice Director, Tim Bradley, sits down with Andy Fairey, Head of E-commerce at BullyBillows, a premium dog accessories brand based in Nottingham. From launching Nottingham Forest’s first digital content channel to transforming omnichannel at Card Factory and now scaling a fast-growth pet brand, Andy brings decades of digital experience and insight into how culture, curiosity, and clarity drive success.

Looking for digital marketing experts in the Midlands? Salt can help.

Connect with Tim on LinkedIn for more insight

You and the brand

Can you share a bit about your career journey so far and how it’s led you to your current role at BullyBillows?

I actually trained in journalism and landed my first job just down the road, setting up Nottingham Forest’s first digital TV channel. That got me into the ‘world of web’, even though I hadn’t come from a digital background. We launched the Forest online shop back in the early 2000s when e-commerce was still in its infancy. What helped was the owner, Nigel Doughty’s vision – he saw that digital investment was the future. So, with his backing and investment, we became an award-winning and the highest performing content subscription model across the football league networks.

From there, I got curious. I moved through a few sectors – local government (which wasn’t for me), the NHS, and eventually landed at the National Institute of Care Excellence (NICE). That’s where the tech side really took off for me. I worked on a massive digital transformation project that replaced monthly printed ‘bibles’ of clinical information with real-time digital tools for GPs. That evolved into app development and broader digital strategy.

After three years, the commute into London or Manchester wasn’t viable anymore, so I joined E.ON. It was a huge shift – big corporate, lots of structure. I headed up digital experience transformation at E.ON too: mobile apps, smart meters education, the start of the connected home, and customer journeys – there were significant business efficiencies, but aligned with how people’s behaviours were shifting.

After that, I joined Card Factory about six months after COVID hit. Their stores had shut, and the online channel needed to scale fast. It was my first role in fast-paced retail and trading, everything from digital marketing to logistics; it was a huge learning curve. It was an amazing experience; I helped lead their click-and-collect project. Because the majority of their customers still visited physical stores, the idea was to combine physical and digital retail.

Then I had a brief stint in the automotive industry before spotting a role at BullyBillows. I’d never heard of them, but I’ve always had dogs. They’re Nottingham-based; the brand was born in a bedroom in 2017, and they’ve grown like crazy. I joined in October and hit the ground running in peak season.

Now, I’m focused on building the right team, bringing in structure and process, and taking what I learnt in big business and applying it at a fast, agile scale-up. I’ve always said to myself, “Stay curious.”

You’ve had an incredible journey – from major corporates like E.ON to scale-ups like BullyBillows. What inspired the shift, and what lessons have you carried over?

Honestly, it’s the pace. At a scale-up, things happen fast. You make a decision, and two weeks later it’s live. At E.ON or Card Factory, that process could take longer and for very good reasons. The structure I learnt there helps – putting in proper planning, having a roadmap – but being able to execute quickly is massively rewarding.

What I’ve really brought over is that clarity of process. But here, it’s on a more human scale — you know everyone in the business really well, you feel the energy. It feels more like being part of a football club again.

What’s the story behind BullyBillows, and what sets the brand apart?

Ben and Anthony started BullyBillows in 2017, literally from a bedroom at Ben’s mum’s house in Nottingham. It began with a charity calendar to support Bull breeds (which are often misrepresented), and it took off. They saw a gap in the market for high-quality, premium dog gear. They did their research, got products patented, and grew it organically through social media and brand advocates.

Today, we’ve sold over a million products, ship worldwide, and have a distribution centre in the Czech Republic. We supply retailers and run a strong D2C operation. What sets us apart is quality and design – the products speak for themselves – and that origin story still drives our values today.

Marketing, growth & tech

The pet care space is incredibly competitive. How is BullyBillows cutting through the noise?

It’s hard to get sizing right when you’re shopping online for a dog. So, having real people – ambassadors – showcase the gear has been huge. They’ve built a loyal community that’s authentic and passionate. Social media has been a massive driver.

Brand investment is critical, in my opinion, to drive growth and reach untapped audiences. We chose a partnership approach that mirrored our authenticity, drive and innovation. Nottingham Forest was investing in building their first women’s netball team, and we saw a real synergy – two local brands pushing into new territory with shared values.

Now our challenge is to grow that reach even further. Although BullyBillows started with products designed for bull breeds, our range is suitable for all dogs. The next step is expanding awareness, while keeping that strong sense of community at the heart of the brand.

What role has technology and e-commerce innovation played in your growth?

Shopify has been a game-changer, especially paired with the right logistics systems. Those two together have given us the operational foundation to scale. I’ve worked on a lot of platforms, from WordPress to Salesforce enterprise tools, but Shopify is the best I’ve used for e-commerce and websites at our scale. The integrations and automation options let us focus on the customer experience while scaling the backend seamlessly.

Talent, teams and culture

You’ve worked in both structured environments and agile ones. How do leadership and culture-building differ between the two?

In big corporates, you can feel like just a cog in the machine. At BullyBillows, you know everyone. You see the impact of your work immediately. But it’s not just about speed; it’s also about having a North Star. Everyone needs to know the direction they’re going.

Leadership, for me, is about creating accountability and ownership, giving people space to learn, and reinforcing the idea that we’re all pulling together. Culture comes from clarity, consistency, and the energy leaders bring into the room.

What’s your approach to building high-performing teams in a fast-growth environment, especially when getting the right resource at the right time is vital?

First, hire for talent, not just a job title. That mindset shift makes all the difference. Then, create a space where people feel ownership. If people are accountable and they know the bigger picture, they’ll drive results.

Retention is different in a scale-up. You might not have all the benefits that you get in a larger organisation, but you can offer flexibility, quick recognition, executing ideas at pace and learning from them equally as quickly. Even simple things – “You’ve smashed it this month; take a couple of extra days off” – go a long way.

How do you attract and retain top talent here in the Midlands?

The Midlands has great access, amazing people, and, in my opinion, a friendlier vibe. You can feel it. People want to build something. And as a hiring manager, it’s your job to sell the vision, not just assess CVs. Show people what they can be part of.

The key is to make the interview a two-way conversation. People should walk away thinking, “I want to work here.”

At BullyBillows, how have you created a culture that balances pace with purpose?

We’re still building it. Long-time team members and new hires are coming in, so it’s about merging those worlds. Our focus is on quality, exceptional customer service, and accountability. We go the extra mile, even if a customer’s had a hiccup, we want them to have the feeling we genuinely care and value that they’ve chosen to shop with us and be part of our pack.

It’s also about energy. The founders bring it, and it spreads. You feel it when they’re in the office. That sort of presence is infectious.

Based on your experience leading high-performing and successful teams, what advice would you give to companies and digital leaders looking to drive a high-performing culture and improve their employer brand?

A bit of process goes a long way. Regular conversations, not pages of documentation. Make it easy for people to ask questions, seek guidance, and feel secure. No one has all the answers, that’s why curiosity and openness are key.

Create space for connection – whether it’s volunteering days, socials, or just time together outside of work. And never lose perspective. Before I started my career, I worked in A&E at the Queen’s Medical Centre. That gave me a sense of what really matters. We’re not saving lives here. We should be enjoying what we do.

“It was truly inspiring to sit down with Andy Fairey from BullyBillows. I’ve had the good fortune of knowing Andy for several years, and his journey from Digital Transformation to eCommerce in the Midlands has been nothing short of remarkable.

What I’ve always admired about Andy is his deep understanding of how to shape culture and empower those around him. His leadership style is grounded, forward-thinking, and people-first. I hope you enjoy the conversation as much as I did!” – Tim Bradley, Practice Director & Host of Midlands Mentors

Discover more about BullyBillows