Elevating people strategy to grow revenue and profit at Yewdale

How do you achieve growth in challenging market conditions while putting your people first? Recognising that HR was a key business driver—not just an admin function—CEO Ryan Parsons brought in Mark Waine, a People Director from People Puzzles, to help steer the company forward.

Accelerating business growth at Yewdale from solid foundations

Since 2005, Yewdale has cemented its reputation as a leading designer, producer and stockist of blind systems, curtain tracks, fabrics, curtains and anti-ligature systems, to those serving primarily the commercial market. Despite solid growth, general market conditions created challenges in achieving Yewdale’s desired growth targets through their Value Creation Plan (VCP).

In May 2024, Mark Waine from People Puzzles was brought into the Board as People Director to enhance the company’s organisational structure, develop strategic HR initiatives, and to support and drive sustainable growth in the business.

Mark’s experience and background being part of multi-sector main boards and delivering business change was a fundamental element for choosing him to support the business in shifting HR from a reactive role to a strategic force. Mark initially spent two days a month with Yewdale, but this quickly increased to one day a week so that he could focus on delivering the following:

Leadership & board efficiency

He quickly built a trusted relationship with the Board and the existing HR team. They were reassured that they had someone to call on who had seen these challenges before and knew how to provide solutions. The board developed a newfound appreciation for HR’s impact on business. He defined clear roles and responsibilities, helping leadership make better, faster decisions.

Growth-ready structure to underpin business growth at Yewdale

Mark ensured that the right people were in the right seats and that they operated as efficiently as possible.  He worked with the business to create clear job descriptions and metrics so that every member of the team was clear about their role and responsibilities. He also introduced agile staffing models and optimised the sales function for greater impact.

People development

Upskilled first-time managers and built an engaged, high-performance workforce.

Repositioning HR as a strategic partner / Quarterly growth sprint

Mark worked closely with the HR team developing quarterly growth sprints, aligning Strategic HR projects with the Company Value Creation Plan (VCP).

Culture & Engagement

He worked with the senior team to streamline communication, review salaries and benefits, and introduce a condensed engagement survey. He has help develop a structured calendar for employee engagement such as performance reviews, town halls, and one-on-one meetings, ensuring a rhythm of transparent communication that the team can rely on.

Health & Safety

Mark’s previous experience in this business area helped prioritise processes and communication including visibility at board and management level, KPI’s and initiatives to reduce risks.

Outcomes and commercial value added

Growth and profitability

Despite competitors facing financial setbacks, Yewdale was the only company in its sector to achieve both revenue and profit growth.

Enhanced board efficiency

The board is evolving into a more effective strategic body, receptive to learning and implementing Mark’s insights. This transformation bolstered decision-making and strategic alignment.

Improved HR function

The HR team is shifting from a transactional role to a proactive, strategic department with a clear roadmap, resulting in improved employee engagement and retention.

Better managers and clear leadership

First-time managers are better equipped to handle responsibilities, enhancing team productivity and morale.

Culture and employee engagement to drive business growth at Yewdale

A reinvigorated approach to employee engagement is leading to a stronger company culture, evidenced by enthusiastic participation in HR initiatives and an appreciation for structured communication.

Change projects delivered on time

Mark’s emphasis on accountability is reshaping how senior leadership approached project timelines and deliverables. This cultural shift ensured that projects were completed on time, driving continuous progress.

Improved Health and Safety awareness, processes and reduced accidents

The business and employees are more aware of their role in managing a safe working environment and the work Mark has carried out with the management teams has significantly reduced the number and variety of accidents occurring.

“I love working with the board and managers at Yewdale—they’re all so receptive to new ideas and continuous improvement, genuinely interested in what I bring to the table, and they’re developing into a solid, cohesive team. They have a great attitude toward learning and truly care about their people. The most rewarding part has been shifting the view of HR from just handling problems to showing what it can really achieve. Now, the HR team has a glint in their eye for new projects, and the board values what HR can contribute.” – Mark Waine, People Director

“Mark integrated into the senior team seamlessly and added tangible value to the business from day one with his energy, knowledge and the way he engaged with the whole business. He has not only developed a people plan he is leading its delivery. We are not complacent, we have plenty more to achieve with our people but with HR having a stronger voice within the business I have confidence in Mark to help us meet our business objectives” – Ryan Parsons, CEO Yewdale

Yewdale not only grew revenue and profit despite difficult market conditions but also built a more engaged, resilient workforce. Leadership is now stronger, HR is a valued strategic partner, and employees feel heard and invested in the company’s future.