Simon Wilson

Doer
DISC Type : sd

Board Director at Lidl International

Milton Keynes, England, United Kingdom

Overview

Simon Wilson is a Board Director at Lidl International, rejoining the company in late 2025 after a successful tenure as Managing Director of Deichmann UK. An alumnus of Aston University and holding an MBA from the University of Birmingham, he is a recognized leader in retail, previously named in the "Retail 100".

Simon is a leader who publicly celebrates his teams achievements and champions community-focused initiatives. His professional activities suggest he values building strong partnerships and engaging with local communities, such as launching new stores with local dignitaries in attendance to create memorable events.

He orchestrated the first store opening in Deichmann UKs history to be officially officiated by a towns Mayor, turning it into a community spectacle.

Personality Overview

Long-term Focused

Deliberate Doer

Fast-paced

They exhibit a rare combination of being result-oriented but patient at the same time.  They might take some time to make their mind up but once they do, they don't change it easily. They are very professional in their approach and can weigh multiple perspectives together.

Topics They Care About

Retail Growth Strategy
As MD of Deichmann UK, he drove a 14% increase in turnover and led a significant physical store expansion and refurbishment program.
Brand Partnerships
He actively promotes collaborations with major brands like adidas, highlighting the importance of strengthening business relationships through partnership.
Community Engagement
He makes community a focus, celebrating new store openings with local mayors and creating partnerships with organizations like The Prince's Trust.

Media Appearances

Former Deichmann UK boss takes on Lidl non-executive role. Featured in Retail Week

See Now

Work History

10-2025
Board Director at Lidl International
1-2023 - 10-2025
Managing Director at Deichmann
1-2014 - 12-2022
Buying and Marketing Director at Deichmann
1-2012 - 12-2013
International Sales Director at Deichmann
3-2009 - 12-2011
Marketing Director at Lidl GB

Education

2005 - 2006
Master of Business Administration (MBA) from University of Birmingham
2000 - 2003
Bachelor of Sciences in Engineering Management and Business Administration - Combined Honours from Aston University

More Information

Social Presence :

Prographics :

Exp : 19 Location : Milton Keynes, England, United Kingdom Job Level : Mid-senior Designation : Board Director at Lidl International
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Insights For Selling To Simon

During A Call Or A Meeting

DO's

  • Use phrases like 'your team deserves', 'best in class' etc.
  • Come across as a trustworthy professional and be respectful, they usually know their game
  • Suggest clear next steps with confidence, don't be vague or hesitant

DONT's

  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't take their patience for granted, avoid long-winding sermons
  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Simon is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Simon

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Simon move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Simon take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Simon

Personality Compatibility


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