Our Team

Meet the people who bring it all together and inspire us daily.

Daniel Silverston

Managing Director

Dan has been the heart and soul of the company for over 20 years. His passion for sandwiches is contagious and dates back to when the first Soho Sandwich café opened in North London. Back then, he was doing the basket round, delivering freshly made sandwiches to local offices. Dan's knowledge of the industry is second to none and he always has a great story to tell the team! His experience and leadership make it easy for all of us to keep delivering our best work every day! When he is not dreaming about sandwiches, Dan loves spending time with his family, watching his beloved Spurs and hoping they finally win a trophy.

Helen Roche

CFO

Helen has over 24 years’ experience as a senior finance professional with a broad financial background working for both privately owned and corporate businesses within the FMCG and retail sectors. She is a key player in the Senior Leadership team, driving commercial decisions to increase financial performance. Her skills include: strategic financial planning, forecasting, reporting and analysis. When she's not at work, she enjoys spending time with family and friends, reading and working on DIY projects.

Shakila Mahmood

HR Director

With over 30 years’ experience in HR, Shakila has worked in the corporate world as well as for family run businesses. Her passion for people is infectious and is one of the reasons we call ourselves a family. She loves developing and coaching people and works really hard to find the right training for employees across all departments. When not at work, Shakila loves to spend time with her family and foster children.

Meredith Wickham

Operations Director

Meredith has over 25 years’ experience in senior technical and operational roles, working with challenger brands in ambient and chilled FMCG Businesses. She loves to distil complex business problems into tangible revenue and assist teams in driving sales growth and harnessing operational excellence. She is committed to quality, employee engagement and customer satisfaction. When not at work, Meredith can be found on her road bike chasing her next PB, paddle boarding on the Thames or running a Marathon.

Alex Bucur

Production Manager

Alex is our Production Manager and has been with the company for over 14 years. He oversees all aspects of our production and is currently responsible for a team of over 100 people. With more than 300k sandwiches to make each week, health & safety procedures to adhere to and labels to print in-house, Alex has a lot on his plate. His personal passion is cars, but he is currently experiencing a love hate relationship with German motors so he’s driving a Japanese car for now!

Edwin Fernandez

Edwin was working as a Marine engineer for 13 years sailing across high seas around the world. However, after facing an accident on the ship, he changed his career to the food industry. Edwin has been with The Soho Sandwich Co for the past 8 years and manages the night shift production. He ensures all food production meets our company’s standards. Additionally, he is extremely focused on making it a prime aim that health and safety regulations are adhered to at all times. Edwin spends a lot of his time with his team, training and supervising them. When not at work, Edwin likes to spend time with his family and going out on long drives

Poonam Deb-Charalambous

Customer Service Manager

With over 15 years' experience working in customer service across food production businesses, Poonam is dedicated to making our customer service experience stand out from others. Heading up a team of six people, Poonam has great communication skills and is also highly organised and very patient. She loves knitting and is obsessed with American TV series, particularly 'I'm Ricky Gervais’ (self-proclaimed No. 1 fan), and loves both the English and American “The Office”.

Luciano Galvao Viana

Operations Manager

Luciano has been working in operations for 10 years. He is heavily involved in our business continuous improvement plans by working on many initiatives to drive performance, productivity and help us become a more sustainable business. Most of his focus is around health & safety across all departments. Luciano is passionate about operational excellence and is always keen to learn new things. He is currently studying The Power MBA and Lean Six Sigma Green Belt. Whenever he can get time off from work, Luciano loves to travel with his family.

Caroline Appiah

Senior Technical Manager

With over 20 years' technical experience in the food manufacturing, retail and distribution industries, Caroline is passionate about manufacturing products to agreed specifications and achieving quality excellence with the highest standards of food safety systems and practices. She is also really involved in developing her team and getting the best out of them. Caroline is a rugby mum, supporting local games in all weathers. She is also heavily involved in her community, organising foundation events and volunteering for breakfast club schemes at local schools in North London.

Joanna Zieminska

Technical Manager

Joanna has been maintaining our food safety and quality systems for over 4 years now. She has been incredibly valuable in ensuring we adhere to the highest standards on site and has been a key asset with customer audits. Joanna's passion in monitoring and driving improvement in technical quality through coaching and training is to be commended. A proud mum to a Bengal cat called Riley, she enjoys cooking and spending time with her family and friends.

Danielle Ayres

National Account Manager

Danielle has been in the food & drinks industry for 16 years, working across multiple sectors. She is currently managing some of our biggest accounts, building and developing relationships with customers and delivering on KPIs in line our sales strategy. Danielle enjoys working collaboratively with all teams across the business in order to get the best outcome for our customers. A creative at heart, Danielle loves to paint and escape outdoors: sea swimming, kayaking and lots of walking-preferably with a pub pit stop!

Aman Jassi

National Account Manager

With over 10 years’ experience in the food industry, Aman has managed blue-chip and independent food to go brands across multiple sectors. His vast experience in the chilled and non-chilled categories has allowed him to keep providing an excellent level of care to each of his customers building strong working relationships. A self-proclaimed chocoholic, he also loves world food flavours and is always trying to find the next restaurant gem.

Pauline Lewin

Marketing Manager

Pauline has 8 years’ experience in marketing, working for both B2C and B2B businesses across the food & drinks industry. A self-proclaimed creative individual, she also loves anything to do with branding, PR and communications and is highly dedicated to supporting our customers. Pauline’s idea of a good day out is a tour of her local charity and vintage shops, followed by a delicious meal washed down by a glass of champagne.

Amelia Harper

Senior NPD Manager

Amelia has over 10 years’ experience in the food industry, working as a chef for 4 years and in product manufacturing for 6 years for both B2C and B2B businesses. Her number 1 passion is food and she has developed great skills over the years in project management, recipe creation and food to go. She is happiest when trying out new restaurants, photographing food and experimenting with various ingredients and flavours.

Josh Barnett

Management Accountant

Josh has over 10 years’ experience in Finance, Management and Payroll across a host of industries and finance systems. His innate enthusiasm and attention to detail helps to set him up for success in supporting valuable employee and business outcomes. Beyond the day-to-day software and spreadsheets, Josh is an avid sports fan and is building an impressive comic collection.

Tehmeed Hasan

Goods In Manager

Tehmeed has been working with the company for 7 years but he has over 15 years experience in stock control and inventory. Tehmeed ensures we get the right ingredients at the right time to make sure our Production Team can works its magic and make delicious sandwiches. Tehmeed is passionate about personal growth and self- development and is always looking to learn new skills.  

Aijaz Abrejo

Transport Manager

Aijaz is our newly appointed Transport Manager, having been promoted from joining the company as a Logistics Administrator 2.5 years ago. With over 10 years of experience in customer service, sales, and logistics, Aijaz have a proven track record of success in diverse roles. His skills include coordinating shipments, optimising transportation routes and ensuring our sandwiches are delivered in temperature controlled vans at the right place and time. Outside of work, Aijaz loves to travel and discover new places and cultures.

Ismail Akbulut

Senior Logistics & Dispatch Manager

Ismail has over 20 years’ experience in the warehouse & logistics field. He has worked for many Food & Beverages businesses and is very knowledgeable around timely and efficient temperature controlled deliveries. He is extremely passionate about solving operational issues and setting up frameworks for his teams to adhere to. Ismail enjoys working with a wide range of people and always takes out time to educate and further improve their skills for them to be tomorrow’s leaders. In his spare time, he likes gardening and when he has a longer time off work, he loves exploring different cities around the world.

Waqas Azhar

Back home in Pakistan, Waqas was working as a credit officer in a leasing company. He started working for The Soho Sandwich Co for 4 years ago after relocating to the UK. Waqas first started off his career at the company as an Operative. After 1.5 years of service, he was promoted to being a Dispatch Supervisor before becoming our Dispatch Manager a few months ago. Waqas manages a team of 30 people and oversees all orders we received from our customers. He is also responsible for maintaining high quality standards across every single products that leaves in our vans. Outside of work, Waqas enjoys playing cricket and watching football!

Andrew North

Andrew has over 14 years’ experience working in the Food Industry. He is passionate about developing structures and processes for complex and unmanaged situations as well as upskilling teams and adding value. He also loves to consistently learn and further develop himself by getting involved in different areas of the business. Andrew is responsible for sourcing and negotiating our direct and indirect spend and developing purchasing strategies. Outside of work, Andrew enjoys running with his dog Luna and perfecting his mixology skills.  

Interested in joining our team?

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