About Amplience

We're building a world where there's no gap between insight and action.

freedom to do more

Amplience is an API-first, headless content management platform giving enterprise B2C and B2B commerce companies the freedom to do more. Serving more than 350 of the world’s leading brands including Crate & Barrel, Tumi, Traeger Grills, Argos, OTTO Group, Primark, and Very Group, we exist to help them deliver more powerful experiences. And we do that by putting the power to create those experiences in content, not code.

Our content and experience solutions for headless commerce get teams doing more, better, faster.

Reduce complexity. Transform productivity.

By simplifying headless content Amplience helps brands deliver more powerful experiences.

Amplience began in 2008 with a simple mission: empower retailers to deliver the inspiring experiences that convert customers. What evolved was a business dedicated to dramatically simplifying how commerce teams plan, create, manage, and deliver content. And what we are building now is world where there is no gap between insight and action. Because the power to create experiences lives in content, not code.

Commerce businesses that are overly reliant on code to make updates to their storefront struggle to deliver the engaging, rapidly changing digital experiences their customers want. But by reducing the complexity of the tools and processes that content and tech teams use, our products transform productivity, quality and delivery of high volumes of digital content.

Amplience is a sophisticated but simple set of tools to give enterprise commerce brands the freedom to do more with their content and experiences. Unleashing this freedom means faster mobile performance, higher engagement and increased sales.

We’re made for commerce. Designed for conversion. And engineered for performance. And we’re going to change how you think about the possibilities of commerce experiences.

What we believe in

The value of experiences

We understand what it takes to deliver the highest quality digital experiences. We’re focused on outcomes. And we’re dedicated to solving the whole experience problem.

Always on relationships

Everyone has a part to play in the success of the company and our projects. We are aligned with our customers’ business goals. And we deliver what we promise.

Building for the future

We seek to challenge the industry norms wherever we can. This means we’re relentless in our pursuit of better and constantly pioneering the next iteration of the modern tech stack.

The Power of teams

Powerful teams mean more powerful experiences. Collaboration is at the core of Amplience. We listen to how teams want to work, consult on how make our products better and then make it happen.


Pete Daffern


Pete is a veteran enterprise software executive with an impressive history of achieving customer loyalty and record growth. He is an Operating Partner at PeakSpan Capital as well as a Venture Partner at Octopus Ventures. Pete has also served as President of Netsuite, CEO at ForeSee, Chairman and CEO at Purisma, EVP Crystal Decisions, and has grown a number of companies to multi-billion dollar valuations. Today, Pete serves as Chairman and NED at a number of Cloud based B2B companies.

Jo Oliver

Non Executive Director

Jo Oliver is Partner at Octopus Ventures, Amplience’s lead investor. Octopus Ventures invests in people, ideas and companies that will change the world and alongside Amplience, is proud to have invested in companies including Depop, Zoopla, Cazoo, Boughtby Many and SwiftKey.

Gabrielle Hase

Non Executive Director & Chair, Customer Advisory Board

Gabrielle leads the Amplience Advisory Council, bringing together key people from the industry to help us shape the future. The strength of our willingness to collaborate, listen and learn means we attract leading voices from within commerce and retail who want to see change.

James Brooke

Founder & CEO

James founded his first internet company in 1994, and since then has been at the forefront of new media and ecommerce as an entrepreneur and as a leader in the most innovative global agencies and consultancies. As CEO and co-founder of Amplience, the leading customer-first commerce experience platform, James is committed to building a world-class software company that is at the heart of digital transformation initiatives in every sector.

Rory Dennis

Co-Founder & GM North America

Rory co-founded Amplience and subsequently moved to the US in 2013 to develop Amplience’s presence in the North American market. Rory’s background was in telephony, at VOIP pioneer Net2Phone in New York, and then at Telefonica O2 where he worked on the Interactive Media team. When not off golfing, Rory can sometimes be found working at the NY office.

Will Turner


Will, a chartered accountant, was previously Group Financial Controller of a £500m listed VC business and has successfully exited two companies by IPO, raising over £70m from the public markets. He qualified with KPMG in London and has a BA in Economics.

John Williams


John is responsible for Amplience’s research and development and has a track record of matching technical innovation with business strategy. John was previously CTO and Head of Technology at LBi, the global digital agency, and has an MBA from Imperial College.


Rob Walter

Chief Revenue Officer

Rob is responsible for global sales and revenue operations at Amplience. He has previous experience leading sales and revenue generating teams at Salesforce, eBay and ChannelAdvisor. Overall, Rob has been leading sales organizations for over 12 years and brings a track record of exponential growth and success.

Stephen Uren

Chief Experience Officer

Steve has senior-level, international experience understanding customers’ needs and a proven ability to scale businesses and teams from regional to global scale through leadership, people and his creative approach. Steve has over 20 years of experience working with start-ups, scale-ups and through to Amazon, where he was a key senior leader in building out their internal Creative Agency as a Creative Director in London. As Chief Experience Officer at Amplience, he is responsible for end-to-end experience, whether internal or external and continually pushes the boundaries regardless of the medium to achieve measurable results.

Neil Mistry

VP, Solutions

Neil is VP, Solutions at Amplience and has over 15 years' experience with content and commerce across all different types of architectures. With a background in development, product, implementation, partner relations, solutions and presales, Neil understands both the technical and business perspectives within eCommerce, ideal when helping retailers deliver powerful customer experiences using Amplience’s headless commerce platform.

Troy Anthony

VP, Customer Success

Troy is responsible for Customer Success globally, ensuring that customers enjoy a great experience and get maximum value from the platform. Troy has worked at Amplience since 2010 in a number of solutions and customer success based roles working with world leading brands to drive innovation, implement transformative change and deliver outcomes.

Adam Sturrock

VP, Product Marketing

As a founder of Moltin, one of the first headless commerce platforms in 2013, Adam wore many hats over several years from sales and marketing through to customer success. Adam operates across the entire customer journey at Amplience and works closely with customers to bring their MACH-based architecture into reality.

Darren Lee

VP, Engineering

With over 16 years’ experience in the technology sector, Darren is VP, Engineering at Amplience. Having started out programming from as early as 8 years old, Darren was inspired by the web revolution and particularly interested in bringing apps to the web, before taking on a role at 16 years old with Macromedia building developer tools for Flash Media Server. Darren joined Amplience in 2010, and is passionate about solving customer problems through the use of modern, headless technology and approaches.

Roderick Cain

Chief of Staff

Roderick is a senior change leader, with over 25 years’ experience, who has successfully implemented improved ways of working into multiple blue-chip companies. This involves closing the gap between business strategy and software delivery to create a Target Operating Model that the company can effectively implement.

Jon Morgan

HR Director

Jon is an FCIPD-qualified senior HR leader with a broad background and both strategic and operational experience. He has worked in corporate and start-up technology businesses for over 20 years and been instrumental in guiding these to success in The Sunday Times Top 100 Best Companies to Work For. At Amplience, he has transformed both our employee engagement, and training and development output. Jon has helped raised thousands of pounds for charities through fundraising and organising cycling events.

Ben Collier

VP, Expert Services

Ben is responsible for leading Expert Services globally and has 20 years experience working at leading edge businesses who are on a mission to drive better customer experiences and increased productivity through innovation and transformation. With a background in software development, Account Management and Operations within Content, e-commerce and Mobile Ben is passionate about bringing together customers and innovative technology and process to drive successful outcomes.

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