Joining 200 Degrees Coffee as its Commercial Director,  Will brought with him 20 years of experience in the coffee sector having held senior positions in the industry, including his prior roles at UCC Coffee and Matthew Algie previously. Will manages all commercial aspects of the business which from late 2025 is now part of the Caffe Nero Group. The Nottingham based coffee roastery has 23 distinctive coffee shops, six barista schools, as well as wholesale, subscription, and ecommerce pillars of the business.