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Management team


Jonathan Hirst, Chief Executive Officer

Jonathan has more than 22 years’ experience working in retail. This includes working for brands such as Dixons, The Link, Currys, PC World and B&Q. He was appointed Commercial Director at Dreams in 2014, before becoming Chief Operating Officer in 2017. In that role he focused on product and ecommerce, leading Dreams’ Commercial, eCommerce, Technical and Dreams Bed Factory manufacturing teams. He was then appointed CEO, effective from 1st Jan 2022.


Jo Martin, Chief Marketing Officer

Jo has more than 30 years working in retail having spent nine years at ASDA, working her way up from General Store Manager to the Head of In Store Marketing. She was Head of In Store Marketing at B&Q before spending six years as the European Marketing Director of Sally Salon Services. Jo has extensive experience in marketing, brand and customer communication. Jo joined Dreams in 2021.


Paul Solly, Chief Commercial Officer

Paul brings over 20 years of experience in the retail sector and is responsible for our Buying, Merchandising, eCommerce and Technical & Ethical teams

Paul joined Dreams in 2021 from The Fragrance Shop, where he spent nearly two years as Chief Commercial Officer. Prior to this, he worked for Matalan as their Trading Director and at Tesco as the Category Director of Home & Furniture.


Emma Long, Chief Customer Officer

Emma brings over 25 years of experience in the retail sector, including the DFS Group, where she spent five years working at Executive level leading the retail business function as both Chief Operating Officer and Retail Director, before leading the customer transformation strategy for DFS as its Customer Change Director. Prior to her time with DFS, Emma held Retail Director roles with Dixons Carphone. Emma joined Dreams early 2023.


Shelly Dickinson, Head of People

Shelly has 15 years’ experience in HR roles within the retail industry, having worked for both Tesco and McColl’s Retail Group where she was the Head of People for McColl’s. Shelly started her career at Tesco where she spent over 10 years across various HR roles, including Employee Relations and Change Management. Shelly joined Dreams early 2023.


Dan West, Chief Information Officer

With a background in software engineering, Dan draws on over 30 years of senior B2B IT experience in digital transformation leadership across a variety of businesses including Camelot,, New Look, ASOS and AIMIA (who owned Nectar) - Insights and Loyalty Solutions.

Prior to joining Dreams mid-2023, Dan held the role of Global Chief Information Officer at LexisNexis.


Petra Kasperova, Chief Finance Officer

Petra joined Dreams in 2004, initially working in customer services before moving to Finance and qualifying as an accountant in 2010 (FCCA). Petra covered a wide variety of roles at the heart of the Finance team and as Finance Director, prior to becoming CFO.