In conversation with… Danny Smith, Director of Product and Innovation
This week, we talked to Danny Smith, Director of Product and Innovation (and one of our first five people!) about data backed decision making, watching Elevate grow to a team of 200 and why joining the company was the best (non-data backed) decision he ever made.
Originally from the small Lancashire town of Darwen, Danny’s always been drawn to city life. An opportunity that finally came when he moved to Liverpool for university, before joining a graduate scheme in Manchester. It was there that Danny met a client with a startup idea, who also happened to be one of the founders of Elevate.
"Back then, I had no real commitments; no mortgage, no children, no worries, so I jumped at the opportunity. It turned out to be the best decision I’ve ever made."
From sales to steering innovation
Danny came to Elevate leading the sales team, but quickly realised his passions lay elsewhere. He claims he was never really a true salesperson, but the strong relationships he built back then still stand in our customer base today. What Danny’s really proud of from that time, though, is the focus he had on creating the right solutions for customers; an ethos that’s still at the heart of Elevate.
After leading sales for several years, he transitioned into more operational roles which provided a well rounded approach for his current role- as Director of Product and Innovation - Danny’s leads our product team, and directly shapes the company's future direction.
One of the most rewarding aspects of his time at Elevate has been watching both the business and its people grow.
"When people ask what I do for a living, I love telling them the story of Elevate. How I was one of five people in a windowless office [in the old Granada TV control room], and now we have over 200 employees across the country.We’ve built a real bond as a team. Of course, there’s a working relationship where we understand what’s required of each other, but there’s also a close-knit, supportive culture here."
Lessons in leadership
Looking back, one of the most valuable lessons he’s learned is the importance of data-driven decision-making. "Years ago, I was guilty of giving strong opinions without the evidence to back them up. But I was given a piece of advice that stuck with me: opinions are great, but you need to support them with real data." This analytical approach underpins his leadership, ensuring every strategic move is backed by evidence.
Freedom and flexibility
Having worn multiple hats over the years, Danny values the freedom he’s always had to grow and adapt, and work in ways that work for him.
"What I’ve learned in the last ten years, going from a startup to a large corporate business, is probably more than a lot of people get to learn in two or three decades. I’m grateful for the opportunities I’ve had and for the people who have backed my development."
And it’s a good job he enjoys a bit of flexibility, because no two days are the same as Director of Product and Innovation at Elevate. Some days are dedicated to product development and process improvement, while others are spent working closely with pre-sales and sales teams, offering support and strategic insight.
Reflecting on his time at Elevate, he sees the company’s impact not only in its success but in the careers it’s helped shape. "Some of the people who started with us have gone on to build their own businesses. I think that’s one of the biggest compliments we can receive; we’ve empowered people to take that next step with confidence."
Danny recently celebrated 10 years at Elevate, his career is testament to the value of adaptability and strong relationships. Qualities, funnily enough, that continue to shape the company he helped build.
