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A Complex Platform Migration Made Simple
Max leads technology at Outrank, shaping the systems and infrastructure that support the business as it continues to grow. He ensures technology not only runs efficiently but also actively contributes to commercial performance and long-term scalability.
With over 15 years of experience in global transformation, Max brings a strong understanding of how to connect technical delivery with real business outcomes. He focuses on building reliable, scalable solutions that improve efficiency, support performance, and enable the team to deliver at a high level.
Max plays a key role in aligning technology with the wider business strategy, helping bridge the gap between development, operations, and commercial goals. His approach ensures Outrank’s tech stack evolves alongside the business, supporting sustainable growth and future expansion.
Max brings over 15 years of senior technology leadership across ecommerce, retail, and operational environments. He has a strong track record of delivering transformation that improves performance, efficiency, and scalability.
Before joining Outrank, Max served as Group Technology Director at Crafter’s Companion, where he led global technology strategy, infrastructure, and logistics. He delivered major transformation projects, including a full migration from Magento 2 to Shopify Plus, the implementation of Peoplevox WMS, and the rollout of a central integration platform to improve data flow and scalability across the business.
He also led the transition from Brightpearl to NetSuite ERP, modernised infrastructure and telecoms, and supported international expansion across multiple sites and production operations.
Earlier in his career at inov-8, Max combined technical leadership with hands-on development. He managed multi-region infrastructure, led ERP and WMS initiatives, and built digital platforms from the ground up.
Max brings a commercially focused, board-level perspective, connecting technology with operational performance and business growth. His approach centres on delivering transformation that works in practice, improving efficiency, and building systems that scale with the business.
Max holds a BSc (Hons) in Computer Science, Media, Games and Web Design from the University of Sunderland (2005–2008). His academic foundation in software development and digital systems underpins his strategic approach to technology leadership.
With over 15 years of senior experience, he specialises in aligning technology with commercial performance and scalable growth.
His core strengths include:
Max combines deep technical knowledge with commercial awareness, ensuring every system, platform and infrastructure decision supports long-term business performance.
Outside of work, Max spends most of his time with family and friends, usually with his dog Bow close by. Bow has become an unofficial member of the Outrank team, regularly appearing in the office and keeping everyone accountable for walk breaks.
Max is a Sunderland supporter and enjoys the banter that comes with football.
He is also a keen gamer and has a genuine passion for anything with an engine. From motorsport to off-road motorbikes, he enjoys getting hands-on and embracing a bit of mud when he can. When he is not around engines, you will likely find him in the kitchen cooking everything from steak to homemade pizza.
When the opportunity arises, he enjoys travelling and switching work mode for sunshine and time with the people (and dog) that matter most.
Builds technology that supports real commercial growth.
Delivers large-scale transformation properly.
Aligns systems, operations and strategy.
Thinks at board level while executing in detail.
Balances innovation with practical implementation.
Improves infrastructure without disrupting performance.
Understands both code and commercial impact.