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A Complex Platform Migration Made Simple
Max is Chief Technology Officer at Outrank, responsible for leading the company’s technology strategy and digital infrastructure. He ensures technology supports commercial performance, operational efficiency and scalable growth. With over 15 years’ experience in global transformation, he bridges the gap between technical execution and business outcomes.
Max brings more than 15 years of senior technology leadership across ecommerce, retail and operational technology environments.
Before joining Outrank, he served as Group Technology Director at Crafter’s Companion, where he led global technology strategy, infrastructure and logistics. He delivered large-scale transformation projects including the migration from Magento 2 to Shopify Plus, implementation of Peoplevox WMS, and the rollout of a central iPaaS integration platform to improve scalability and data flow.
He also led the transition from Brightpearl to NetSuite ERP, modernised telecoms and infrastructure systems, and supported international expansion across studios and production operations.
Earlier in his career at inov-8, Max combined IT leadership with hands-on software development. He managed multi-region infrastructure, ERP and WMS initiatives, and built digital platforms from the ground up.
He brings a board-level perspective that blends technology, operations and commercial strategy. His focus remains consistent: deliver transformation properly, improve operational efficiency and build platforms that scale.
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.