- Role:
- CEO
- Sector:
- Location:
- Newport
About
Welsh Speaker
CEO of Retail Merchandising Services (RMS) and founder of Flex, Daniel has used his experience in delivering transformational change to grow and strengthen his late father’s legacy.
Daniel’s father, Peter O’Toole, founded RMS in 2005 after a lifetime in retail but sadly passed away suddenly in 2015. Since then, Daniel has driven the family business on and has invested heavily in technology with the creation of Flex, a market leading platform used by all major retailers in the UK and Ireland. In recognition of his achievements, he won the UK IoD New Director of the Year Award last year.
Previous to RMS, Daniel managed some of Endsleigh Insurance’s largest students’ union and university customers along with several large charity membership organisations.
After graduating in Chemistry, Daniel was elected in 2009 as President of the University of Bath Students’ Union. There he was responsible for a nationally commended, 15,000 strong membership organisation, with an annual turnover of £5m. He chaired the Board of Trustees, led the team of five elected Vice-Presidents and worked closely with the senior management to oversee all the union’s and university’s strategic developments. He was successfully re-elected in 2010 to extend his tenure for a second year.
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