Industry veteran Robin Skinner has joined the firm as managing director, effective today (27 July). 

Skinner has spent more than three decades in print and direct mail, with sales and business development roles at Colorgraphic, Vertis, 4DM/Eclipse, and most recently at Lettershop.

“I'm hugely excited as my remit will be to lead the next phase of growth, which as a role is probably made for me,” Skinner said. 

“At the age of 53 and after 30 years in the trade I actually think I'm at the top of my game, and working with a fantastic team we will for sure be going places.”

Principal offers a range of services spanning time sensitive, regulatory and business critical campaigns alongside direct mail and campaign management services, enclosing and mailing. 

“With market and volume changes I see Principal as a ‘hidden gem’, with huge potential to achieve further growth and success,” Skinner said. 

He also noted that he’d been approached more than a year ago about the possible opportunity at Principal, and his move was not connected to recent events at YM Group and Lettershop, which is now owned by Paragon Group. 

Alongside Skinner’s appointment, Sam Cocking, who joined the firm as an apprentice in 2013, has been promoted to operations director.

Cocking has managed the implementation of ISO27001 and planned and oversaw the firm’s recent investment in Xerox digital printing technology, with a Xerox Versant 4100 toner device and Baltoro inkjet installed in a £600,000 spend completed at the end of last year. 

He said it was an exciting time for Principal.

“Whilst our growth plans are ambitious, we remain grounded and focused on delivering for our customers. The team in place bring together a wealth of experience and knowledge, supported by a loyal and efficient workforce, the next chapter should prove to be a rewarding journey for us and customers alike.”

The appointments will allow owner Phil Brooks to focus on longer term strategy and future direction as the business continues to grow.

In addition, John Knight joined the firm as data services director in March. He previously worked at The Production Hub and has spent 25 years in production and data roles, and is an expert in Cygnus and Quadient software systems. 

He praised Principal’s “collaborative culture” and team ethic.

“It's a fantastic place to work and there's a real passion and drive from everyone to do the best for our customers, and I’m excited to do my part to help realise our full potential.”

Skinner said that further investment was on the cards to broaden the firm’s offering.

Principal employs 33 and is on track for sales of around £5m in the current financial year.

The firm has its roots in trade printing but now primarily services direct clients.