Flex-R is increasing its capacity to work with merchants to showcase its range of products to contractors with the appointment of Emma Butterworth-Day.

Butterworth-Day has joined the company as a Business Development Manager for the southern half of the UK with a brief to increase the amount of stockists of its range of products, including its single-ply EPDM ClassicBond, and to back this up with in-store training and demonstration events.

She joins from a similar role at another manufacturer of products for the construction industry to double the size of the team focused on merchants and enable fellow Business Development Manager Dan Addley to concentrate on the northern half of the UK.

She is an accomplished sportswoman who represents her county at badminton, says that she sees her role as enabling Flex-R to deliver added value to merchants, “Dan Addley has done a fantastic job in developing the support that Flex-R offers to merchants, and my appointment doubles that – meaning we can get to more merchants who want us to work with them and their customers.

“Flex-R has found that the key to increasing sales has been getting to see more merchants, showcasing our core range – which includes ClassicBond, ClassicLiquid, ClassicRepair, DuoPly and SureEdge – and working with their staff and customers so that they understand the benefits of cold-applied systems.

“In my experience, this ability to add value for merchants makes all the difference – especially as cold-applied systems are gathering momentum and could soon reach a tipping point where they really challenge hot, torch-on systems as the default for flat roofing projects.”

Butterworth-Day, who is a self-confessed foodie from Nottingham, added, “I’m very excited to be joining a fast-growing company and can see the opportunity to further develop Flex-R’s market share in the merchant sector.”

As well as working with existing merchants to provide in-store training to staff and demonstration events for their customers to show the simplicity of installing Flex-R systems, Emma’s role will also be to work with new merchants and maximise opportunities within buying groups.

Flex-R’s National Sales Manager Danny Cole said that Butterworth-Day has hit the ground running and will be a great asset to the company, which is based in High Wycombe and recently opened a second warehouse and training facility in Huddersfield.

“We are experiencing strong growth across the business and are in the fortunate position of being able to bring in very talented people to keep driving us forward – and Emma fits the bill perfectly,” said Danny.

“Our ability to be hands-on with merchants and their customers is a real point of difference for us. Emma brings lots of experience to the role, and we can already the benefit of that and the impact it is making.”

He added: “Flex-R is very well known for supplying specialist products – such as RubberBond® FleeceBack single ply, Enduris and LQD-R – through our network of Specialist Registered Installers, but supplying merchants still represents a huge part of our business. It’s with great pleasure that we are able to bring in Emma as part of building our growing team.”