Unicard Welcomes Alex Sbardella as Head of Product

Sbardella will drive market-led growth strategy to accelerate solutions-led business model

Unicard is pleased to announce it has appointed Alex Sbardella as the new Head of Product. A highly experienced product marketing specialist and consultant, Alex will accelerate the development and management of Unicard’s product roadmap to enhance existing products and create compelling new solutions.

Alex will be responsible for the development and execution of a product solutions-led strategy that will bring new products to market and allow Unicard to expand into new areas. Mobility is intrinsic to the new market landscape and Alex will build on Unicard’s existing ABT and MaaS solutions to develop a broader and more integrated offering.

Unicard is well placed to capitalise on new market opportunities presented by the expansion of Future Transport Zones, as well as active travel modes like scooters and bicycles. Alex will spearhead this new direction for Unicard as it establishes a refined product vision, based on detailed market research and customer insights.

An expert in product design and development, Alex’s expertise also includes the delivery of dynamic front end solutions. He has a keen understanding of the needs of consumers and how organisations can address those needs with compelling new propositions.

Alex joins the senior management team during a period of rapid expansion for the business. He will report directly to Unicard’s CEO, Sean Dickinson.

Sean Dickinson, CEO of Unicard, explained: “Alex is passionate about digital product design, but he also has strong commercial instincts that he backs up with data and market research. These are traits that will prove invaluable as we engage with customers with a view to helping them make the most of Unicard’s new and existing products and services. Alex will help us take a market-led view on what direction the business should take going forward and how that will impact our product marketing strategy”.

Sean added: “I’m very pleased to welcome Alex to the management team as we enter an exciting new phase of development. Unicard is renowned for delivering excellent products and services that underpin smart travel schemes for Local Authorities and commercial operators. Alex will allow us to build on that heritage and accelerate our strategy to become a more solutions-led business”.

Alex Sbardella

Alex Sbardella - Head of Product Unicard Ltd



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Peartree Business Centre, Cobham Road,
Wimborne, Dorset,
BH21 7PT
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