Chief Executive Officer
Carl joined Force as General Manager – Product and Sales in 2015 following a successful career in retail spanning over 20 years, holding senior leadership positions with the Rebel Group and Dick Smith Electronics. Carl’s influence across all Force business function’s, through his strong leadership skills and extensive experience in business operation’s, merchandise management, marketing and sales was such that he was appointed company CEO in 2018. Carl has overall responsibility for Force’s operation’s and performance, the development and execution of the corporate business plan and the sustenance and enhancement of the strong company culture. Carl is supported by his leadership team and the Executive Directors.
When not at work, Carl is settled in Perth with his fiancé and dog (Chocolate Labrador ‘Cooper’), and enjoys keeping active and fit whilst being a keen follower and - according to him - expert on all sports.