IAM RoadSmart puts Tony Greenidge in the hot seat as he becomes Business Development Director

Posted on 06/07/17 |

The UK’s biggest road safety charity IAM RoadSmart has appointed Tony Greenidge as its new Business Development Director, with him taking on his role this week.

Tony brings with him more than two decades of experience in the fleet and sales sectors, and fills a newly created role for the charity.

He will be responsible for the Sales and Driver Retraining Academy operations (which offers drink-drive rehabilitation courses), as well as the charity’s commercial arm, Driving for Work.

Most recently Tony has spent nearly three years as Sales and Marketing Director for Fleet Operations, a company which has grown by 40% during his time there to become the UK’s largest independent provider of outsourced fleet management services.

Tony has a wealth of fleet industry experience that includes two separate spells at car leasing company Arval; a highly successful spell at automotive retail and services giant Inchcape, where he broke all records for business sales in a one year period; and three years as Head of Sales at Hitachi Capital Vehicle Solutions, during which time the company secured the Centrica fleet contract and delivered record turnover and profit figures.

Tony has also successfully run his own consulting business offering sales related services that included 1-2-1 and group sales training and general business development solutions.

Father-of-three Tony said: “What appealed to me about the role here at IAM RoadSmart was the fact that my success will fund a range of initiatives that have the potential to make a real and positive impact to the numbers of people killed and seriously injured (KSI) on our roads.

“For me, the opportunity to make a small difference to those KSI figures gives me a very different but rewarding desire to be successful and if we as a business can achieve our goals it will create an immense sense of job satisfaction.”

In his spare time Tony, who lives in Wiltshire with his wife, is a keen sportsman; enjoying football, squash and badminton.


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IAM RoadSmart has a mission to make better drivers and riders in order to improve road safety, inspire confidence and make driving and riding enjoyable. It does this through a range of courses for all road users, from online assessments through to the advanced driving and riding tests. IAM RoadSmart is the trading name of all businesses operated by the UK’s largest road safety charity, the Institute of Advanced Motorists (IAM) and was formed in April 2016 combining the IAM, IAM Drive & Survive, PDS and IAM Driver Retraining Academy. The organisation has 92,000 members and campaigns on road safety on their behalf. At any one time there are over 7,000 drivers and riders actively engaged with IAM RoadSmart’s courses, from members of the public to company drivers, while our Driver Retraining Academy has helped 2,500 drivers to shorten their bans through education and support programmes.

To find out more about IAM RoadSmart products and services visit the new website www.iamroadsmart.com             

To find out the name of your own local IAM RoadSmart group please visit: https://wwwiamroadsmart.com/local-groups