Spotlight on... Hayden Kelley, managing director of Drytac Europe

The latest in LFR’s ‘Spotlight on...’ series focuses on the recently appointed managing director of Drytac Europe, Hayden Kelley.

Over the past three decades, Drytac has evolved into one of the most highly regarded manufacturers of products for graphics finishing and display.  The company has offices and distribution centres across the globe which enables it to serve a truly international marketplace of 64 countries (and counting.)

Drytac has locations in Canada, the United States and across Europe supplying a comprehensive range of films, adhesives, liquid laminates and finishing equipment to customers in the sign, display and graphic industries worldwide.  The company manages all phases of the customer experience, from product manufacturing and quality and performance measurement through to distribution, training and technical support.  Drytac also works in partnership with third parties to develop and deliver bespoke solutions for specific applications.

In October 2012, Drytac Europe â€" encompassing Europe, the Middle East and Asia  â€" moved into a new era with the appointment of Hayden Kelley.  He was appointed to develop and implement corporate strategy to drive the European operations forward with new products and services, whilst maintaining the company’s reputation for quality and service.

Hayden is the son of Drytac’s founder, chairman and CEO, Richard Kelley.  Richard Kelley was British-born but left the UK at the age of 18 and moved to Canada.  In 1976, he founded Drytac and the rest â€" as they say â€" is history.

Don’t be mistaken into thinking that Hayden landed the European managing director role courtesy of birthright, though.  He has in fact spent many years studying business operations â€" ultimately gaining himself an MBA â€" and has worked successfully within a number of industries.  

Hayden explains, “My career started at Drytac.  After a number of years of hard graft, I was appointed as regional sales manager of Drytac USA’s West Coast operations and then moved to the company’s Canadian operations as vice president of sales and marketing.  However, I very much felt the need to branch out and do something for myself so in 2007 I left the family business and moved into stock-broking for 5 years.”

“I was appointed as an investment advisor for BMO Nesbitt Burns and whilst financially lucrative and enjoyable, I ultimately found the world of banking rather dissatisfying.  I felt the need to return to the family business to build something real... something tangible...  It was almost like a cleansing process.  I had proved myself in the outside world and now I wanted to come back to Drytac to truly make a difference.”

Since Hayden’s move to the company’s Bristol-based offices and manufacturing facility in October last year, he has already made a number of changes.  The company â€" which currently employs circa 50 people in the UK alone â€" has become much more focused on its roots. 

Hayden says, “In the UK, we had become a rather diluted brand with no true identity and focus.  We had hundreds and hundreds of products at our disposal and lost our direction a little.  We’re now focusing on the key products that we know we’re really good at making â€" namely, self-adhesive products for the graphics marketplace.  Effectively, the new plan is to sell more of less.”

At present, Drytac is the number 1 coated media manufacturer in Canada.  The USA marketshare follows closely behind.  Hayden plans to replicate this success throughout the EMEA region.  In order to achieve this success, he has made a number of internal changes of late.  There are many more significant changes set for the future.  I guess it’s a case of watch this space...

For more information on Drytac Europe, please visit www.drytac.co.uk