Corporate
Meet our Board of Directors
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Will Green - CEO
Will Green joined Princess Yachts in 2003 and has been a pivotal member of the board at Princess for the past 20 years. Appointed as CEO in 2023, Will had previously overseen the strategic direction of Princess’ global business in his role of Executive Director, Commercial. Will has been instrumental in developing the customer experience with a highly professional network of distributors and dealers who represent the brand in over 65 countries worldwide, establishing the company as one of the leading luxury yacht manufacturers in the world today. Previously Head of UK Sales at luxury car manufacturer Aston Martin.
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Adrian Bratt - Executive Director of People, Legal and External Affairs
Adrian is a chartered governance professional and a commercial solicitor. He joined Princess Yachts in 2017 having acted for the organisation over the previous decade whilst in a national private practice law firm. He now heads up the People, Legal and External Affairs functions. Adrian previously served as a Warfare Officer in the Royal Navy and then retrained as a lawyer following 10 years' operational service in the Gulf, Caribbean, Australasia and the Mediterranean, as well as a stint as the skipper of a patrol boat. Adrian graduated in Biochemistry from Cardiff University and subsequently obtained Post-Graduate Diplomas in Law and Legal Practice, he is also a graduate and fellow of the Chartered Governance Institute and a member of the Trading Standards Institute. Adrian recently chaired the SW Regional Council for the CBI, and was a Non- Executive Director of the British Marine Federation. He currently sits on the Plymouth and South Devon Freeport Board along with a number of other public-private partnership organisations. Adrian is an Honorary Colonel of 165 Port and Maritime Regiment and he sits as the UK Leisure Sector Representative on the Shipbuilding Enterprise for Growth Board within the National Shipbuilding Office.
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Erik Hedin - Chief Financial Officer
Erik has more than 20 years’ experience, mainly within international manufacturing businesses. He has a broad experience including finance, operations and performance improvements, in both managerial and advisory roles. Prior to joining Princess Yachts in October 2024, Erik held senior financial positions within Private Equity-backed businesses. Most recently as CFO and later COO at Purmo Group Plc., an international supplier of indoor climate solutions, taking them through a finance transformation, private to public IPO on Nasdaq Helsinki, add-on acquisitions and leading a significant value creation program including manufacturing footprint optimisation. Erik was born in Sweden and has a MSc in Industrial Engineering and Management from Chalmers University of Technology as well as a BSc in Economics and Finance from Gothenburg University.
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Simon Clare - Executive Director Marketing & Brand
Simon Joined Princess for the second time in his career in May 2022. His first spell with the company being between 2008 and 2013 when he was Head of Marketing. He has a wealth of Marketing, Brand and Product Strategy experience across several industries where he has been instrumental in developing strategies to transform, grow and strengthen brands such as Bentley, Sunseeker and Lotus. He has over 20 years Marketing experience within luxury including 10 years within the luxury yacht sector.
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Annie Reed - Executive Director Commercial
Annie Reed joined Princess Yachts in 2001 and has been a driving force in several areas of the business across the years. Annie has led the Aftersales side of the business and more latterly, Sales Operations since 2001. She has worked across the whole of the distributor network and with internal stakeholders, to ensure the balance of demand and product. Appointed as Executive Director Commercial in 2023, Annie will now oversee the whole of the value chain from Procurement, Customer Orders, Bespoke Offerings, Design Studio and Aftersales/Warranty.
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Andy Lawrence - Executive Director Design & Development
Andy's passion for product design lead him directly to Princess Yachts where he has played a pivotal role in the evolution of Princess Yachts design direction across the full range of luxury motor yachts during his more than 20 year tenure with the business. Andy joined the business as a graduate and has held multiple positions within the Princess Design Studio and Development function, now responsible for the Product design and Development of each and every new model in the Princess Yachts portfolio. Notable projects include the introduction of the S and X class product ranges.
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James Smale - Executive Director Engineering
James first joined Princess Yachts in 1997 as an engineering apprentice where he built and tested a number of Princess models. He progressed on to become a Manufacturing Engineer and within a few years led a number of lines, including successful product launches as a Production Manager. Subsequently progressing into the role of Business Manager responsible for the operations of a production site. James left in 2014 to develop his experience in other industry which included senior production and project roles within the Marine Defence sector. He returned to Princess in late 2018 as Head of Launch Engineering and later moved into the role of Manufacturing Engineering Director. Appointed as Executive Director Engineering in 2023, James now brings his 25 years of experience overseeing the Manufacturing, Quality & Launch Engineering support functions.
