Xyra Group Welcomes Dave Elston as Chief Operating Officer

Xyra Group is proud to announce the appointment of Dave Elston as our Chief Operating Officer.

Dave is a highly accomplished Digital, eCommerce, and Omnichannel leader whose career spans both traditional retail and global digital transformation. His professional journey began in the competitive “bricks and mortar” world of High Street retail, where he managed the flagship HMV store at Oxford Circus during the height of its prominence on the British retail scene.

From there, Dave transitioned into eCommerce leadership, shaping strategy and driving international expansion for Clarks shoes, where he successfully implemented innovative omnichannel and digital solutions across multiple markets.

A versatile and forward-thinking leader, Dave is passionate about building and nurturing digital teams, fostering exceptional individual talent, and steering organisations through cutting-edge transformation initiatives. His expertise spans multichannel technology projects, P&L ownership, and driving sustainable growth in omnichannel trading figures, ensuring measurable impact at Board level.

At the heart of Dave’s leadership lies a relentless focus on customer engagement and satisfaction, supported by data-driven strategy and agile adoption. His vision and proven ability to guide senior management through complex digital transitions will play a pivotal role in Xyra Group’s continued ascent as a global powerhouse in eCommerce and technology.

We extend a warm welcome to Dave and look forward to the value, innovation, and leadership he will bring to Xyra Group.