Introducing Tom Miller, Commercial Director, Rioned UK

Tom joins Rioned UK as Commercial Director following more than a decade in senior commercial and sales leadership roles with Kärcher UK. With experience leading large field sales teams and managing major retail accounts, he brings a strong track record of building structure, driving performance and developing high-performing teams.

Having spent time with both the UK and international Rioned teams, Tom was drawn to the ambition, culture and clear growth potential within the business. He joins at an important stage for Rioned UK and is focused on strengthening the commercial function, supporting customers and helping drive the next phase of development.

We spoke to Tom about his background, priorities and what customers can expect.

What attracted you to the Commercial Director role at Rioned UK?

When I was first approached about the role, it immediately caught my attention. I was already familiar with Rioned and its reputation as a market leader, known for producing high-quality equipment in a sector I understand well. After speaking with colleagues across the UK and international teams, it became clear that the culture, ambition and direction of the business aligned strongly with my own aspirations. It felt like a natural fit.

How would you describe your priorities over the next 12 months?

In the early months, my focus will be on strengthening and stabilising the business. With recent changes in the sales team, it is essential that we continue to meet customer needs with the highest level of professionalism. A key priority will be onboarding both myself and our new team member, Billy Rowan. As Billy is joining from outside the industry, ensuring a smooth transition for our customers will require the whole team working closely together.

Can you tell us a little about your career background before joining Rioned?

I spent the past 14 years at Kärcher in a number of senior sales leadership roles. For three years, I led the Professional Field Sales team, managing 36 people and a budget of more than £30 million. Most recently, I worked as a Channel Manager within the Retail division, managing strategic retail accounts. Earlier in my career, I worked at Aquajet, a small independent family-run business, where I was responsible for both sales and service operations.

What aspects of your previous roles will be most valuable in this position?

My experience in bringing structure, strategy and clarity to growing organisations will be particularly valuable. Establishing strong processes and a clear commercial direction will be key to supporting Rioned’s continued growth.

What does a good customer partnership look like to you?

A strong partnership is built on trust, transparency and mutual value. That means delivering excellent customer service, providing high-quality products and consistently meeting the commitments we make. It is also important that we clearly communicate the value customers can expect from Rioned and Andy Guest Jetters, while ensuring we remain aligned with our internal goals and business drivers.

How would you describe your leadership and management style?

I am approachable and supportive, and I like to understand how things work, whether that is our products or our internal processes. I am comfortable challenging constructively when needed. I encourage people to think for themselves, ask questions and develop. Coaching and personal development are important to me, and I am committed to helping others progress in their careers. I also believe in going the extra mile for customers and ensuring the wider team shares that same commitment.

Outside of work, how do you like to spend your time?

With three sports-mad boys, Jack (14), Frankie (11) and Bobby (8), life outside work is always busy. All three play football at a high level, so I spend plenty of time on the sidelines supporting them. I am also a keen golfer when time allows, and I enjoy walking our two dogs with my wife, Han. My happiest place is being with my family, although Portman Road comes a close second. We are all Ipswich Town season ticket holders and rarely miss a match.

Do you have any hobbies or interests that help you switch off?

Spending time watching or playing sport with my boys is the best way for me to switch off and reset.

What is one thing people might be surprised to learn about you?

I have watched Ipswich Town play in more than 80 different stadiums across Europe. A standout memory was seeing them play Helsingborg in Sweden in 2002.

Finally, what message would you like to share with Rioned’s UK customers?

You can expect fresh ideas, strong partnerships and practical solutions, whatever the circumstances. These are exciting times for Rioned, and I genuinely believe that working with us will create new opportunities for you and your business.

Connect with Tom

If you’d like to speak with Tom about your drainage equipment requirements or discuss how Rioned can support your business, he’d be pleased to hear from you.

📧 Email: [email protected]
📞 Call: 01638 713800
🔗 Connect on LinkedIn