Charlie Herbert is the Principle at Oyster Advisor and the Author of How to be the Grit in the Oyster. He has worked across manufacturing, retail, financial services, insurance, hospitality, mobile phones, utilities, and postal / delivery services. Executive roles have included leading marketing, sales, revenue management, large call centre operations, technology and digital functions as well as profit and loss ownership. Charlie has been in the vanguard of the changes impacting the generations since he delivered his first web site in the mid 1990's. He has led modernisation, digitisation  and transformation initiatives across as range of recognisable brands during this time. Many of these have included transactions, separation and integration on both buy and sell side. Charlie has worked in private and publicly owned organisations and been part of teams moving ownership in both directions and has deep experience of PE ownership and transactions. Charlie is most often described by those he works with as a highly commercial individual with a deep understanding of technology and change. He combines these to give a unique rounded approach, delivering commercial outcomes within highly complex environments.