Behind every great brand is an ops engine that doesn’t break.

Who Am I

I’m Russell Bailey, a Fractional Head of Ops with 15+ years of experience leading supply chain and operations for some of the world’s biggest and most loved brands — including The INKEY List, L’Oréal, Wella, Coty, Lidl, PepsiCo, and ASDA.

I’ve built my career solving the problems most founders and CMOs don’t even see coming:

• Freight and 3PL headaches.

• Stockouts that kill sales momentum.

• Excess inventory that drains cashflow.

• Processes that buckle under growth.

Now, I bring that expertise to ambitious DTC brands who need senior ops firepower without the cost of a full-time hire.

At Bailey OpEx, I turn operational chaos into clarity and profit.
I specialise in helping fast-growing DTC brands scale without the bottlenecks, firefighting, or sleepless nights that come from messy supply chains.

My Approach

I don’t believe in bloated consulting decks or generic advice.
Instead, I:

• Get inside your business fast.

• Diagnose the bottlenecks.

• Implement fixes that stick.

• Leave you with a smoother, scalable ops machine.

The result? More sales, stronger margins, and fewer sleepless nights.

Personal Note

When I’m not optimising supply chains, you’ll find me hiking, running around after my kids, or sharing a pint with friends.
Because great businesses (like great lives) run on balance, not chaos.