Meet the Executive Team
Bruce Philipps
President & CEO
Bruce read Philosophy and Politics at Southampton University and has since worked across both private and public sector organisations in senior roles focusing on commercial, communications and general management.
In 2014, Bruce succeeded his father, Peter Philipps, who founded Airdri in 1974 with fellow engineer, Peter Allen. Since joining Airdri, Bruce’s focus has been on developing and implementing The Airdri Group’s new business and production strategies and driving the commercial growth of the business. He frequently spends time at Airdri’s headquarters in Oxford as well as travelling between its operations in the USA and China. Bruce lives in Hampshire with his wife, three children, two dogs and thirty chickens.
Steve Whittall
Chief Operating Officer
Since graduating from Wednesbury College in 1983 with an HNC in Materials Science, Steve has held many senior management roles in the Aerospace, Oil and Gas, Defence and Manufacturing sectors.
Steve joined Airdri as Group Director of R&D and Operations in 2014 to develop manufacturing capabilities and lead the UK based Research & Development team before becoming Chief Operating Officer in 2021. He is responsible for delivering technology and product development road maps, with reliability, hygiene and sustainability in mind.
Dan Millard
Finance Director
After graduating from the University of Southampton, Dan embarked on his career in Finance and has since held roles within major international and national business, including Nationwide Building Society, Capita, Bristol Energy and Optiplan Kitchens.
Dan joined the Airdri team in September 2022 as Finance Director and is responsible for financial health and long-term financial growth across both Airdri and Formula Systems businesses.
Mike Smith
Vice President Of Sales – Airdri
After studying Business, Law, Politics, and Geography, Mike transitioned into the professional world, gaining over 15 years of national and international sales experience with brands like Bank of America, Dyson, and Bose Professional. At Airdri, Mike initially led the UK Commercial team and drove expansion into the EMEA market.
Now serving as Vice President of Sales for Airdri in the US, Mike leads the US team from Charlotte, North Carolina. He aims to replicate his UK and European achievements by collaborating with key partners, including Bobrick Washrooms, online partners such as Allied Washrooms, Restroom Direct, and Plumbers Paradise, and new electrical distribution partner, CES.
Nicki Smith
Head of Supply Chain
Nicki has been an integral part of Airdri for over 36 years, starting as an office junior and rising to Group Head of Supply Chain in 2018, along the way she has played key roles in implementing Airdri’s very first networked system in 1988 and later leading the installation of SAP.
Nicki moved into management in 2005, taking on HR responsibilities in 2013 and joining the Senior Leadership Team in 2018. Her approach has been instrumental in streamlining operations and improving supply chain efficiency across Airdri’s global facilities.
She credits her success to great mentors and the practical knowledge she has gained throughout her career. Outside of work, Nicki is a devoted Formula 1 fan, one of her standout experiences was attending the 2022 Austin Grand Prix and enjoying unforgettable views from Turn One.