MEET OUR TEAM
MEET OUR TEAM
MICHELLE CUNNINGHAM
Michelle has been working in the baby and juvenile industry for the last 16 years increasing her knowledge in all sectors of the product life cycle. With a start in the retail sector, she gained valuable skills in high-levels sales negotiations, identifying consumer preferences, understanding commercial business practices in her native Canada that in turn developed an awareness and a passion for innovative products in the juvenile category. Having an eye for identifying products fit for the market, she moved into distribution, managing the importation of numerous products, gaining experience and knowledge of importation processes and establishing a broad sales network. This led to becoming an Account Manager in North America in the baby furniture category where she became skillful in negotiating with Specialty and Big Box retailers. In 2013, Michelle made the decision to become an independent consultant in the Juvenile Products Industry and over the past several years, has attended numerous national and international trade shows allowing her to build a network of contacts in manufacturing and sales around the world.Michelle’s experience and skills have led her to focus on Start Up companies of innovative products with a desire to expand outside their domestic market, working with them to establish a solid plan to achieve that success. She maintains a close relationship with her clients and a high level of professionalism representative of the brands and companies as she builds their global sales channel network.
LINDA MIDDLETON JONES
Linda is a leading authority in international trade, with over 25 years of experience in commerce management, regional policy, and governmental advisory roles.
As founder and managing director of International Trade Matters, she continues to drive innovation in global
trade, providing both practical and strategic guidance to businesses.
Her pioneering work includes the widely acclaimed Global Trade Blueprint, a transformative program that empowers companies to enter and expand in international markets. She actively collaborates with industry experts, sharing insights as a keynote speaker and fostering global connectivity.
Linda’s impact extends to tech start-ups through her work with Innovate UK, where she supports businesses in harnessing cutting-edge solutions for international growth. Her contributions to the trade industry have been recognised with numerous accolades, including
Most Influential Businesswoman in Multi-Sector International Commerce in 2022 and 2024.
Further to her output of writing, lectures, and consultancy work for businesses and stakeholders across the industry, Linda continues to influence and shape international trade at every level. Beyond her professional achievements, Linda collects culturally significant items, reflecting the diversity and interconnectedness of global commerce.
KEITH STRINGER
With over 30 years of practical international trade experience, Keith has proven success in establishing and developing sustainable export strategies for companies of all sizes. He has many years of visiting overseas markets, working within the manufacturing sector, fashion and textiles, giftware and jewellery and the food & drink sector. Originally from Birmingham, since moving to north Wales in 2012, he has been advising manufacturing companies in multiple sectors as an Independent International Trade Adviser. Working primarily with small to medium enterprises, Keith specialises in creating and managing overseas sales and marketing strategies. He is quickly able to identify new opportunities for businesses, working with them to implement agreed plans and offer on-going support as necessary, including market visits either with, or on behalf of clients. Keith has identified, established and managed agents and distributors worldwide and has negotiated to board level at department store groups in USA, Japan and Europe. He has also worked with many high-quality individual and multiple retailers. He has also organised and attended trade shows globally and brings this experience to clients who are looking to showcase their products in the international market.
PAUL WALTERS
Paul has worked in the field of International Trade since leaving Grammar School. His career began in logistics at Manchester Airport in the U.K. where he trained in all key areas of export and import forwarding by air, road and sea. On from logistics he worked with manufacturers in electronics, engineering and nursery products in positions within export and supply chain through to being general manager of a major U.K. company. Paul has spent much of his time in the industry travelling, having visited and consulted in over 50 countries in North America, Europe, the Middle and Far East. Paul has over forty years’ experience in international trade covering logistics, supply chain and manufacturing. He has a very flexible approach to working with clients and his communication skills, coupled with his international market knowledge which covers protocols and practices, have benefitted numerous companies as they expanded into other country markets. Since 2014 Paul has his own International Trade advisory service in the U.K. Working with SME’s (Small to Medium sized Enterprises) to help them enter and grow their business in international markets. He is a Member of The Institute of Export and also an Export Champion for the U.K.’s Department of International Trade (DTI) and a lead for the U.K.’s Federation of Small Business on International Trade.
