Radio Systems PetSafe Europe Limited, parent company of PetSafe Brand, has appointed Nicki Hamilton to EMEA Sales Director, a newly created role designed to boost the company’s sales team as it continues its expansion across the region.

Nicki will lead a team of five sales representatives and focus on growing both Radio Systems’ PetSafe® Brand and SportDOG® Brand product portfolios, streamlining the sales process and building relationships with key partners.  Based in the UK, Nicki will report directly to David Verdon, General Manager at Radio Systems, who operates out of the company’s Irish headquarters.

Nicki joins the business from Pedigree Wholesale Limited, where she was UK Sales Director and managed a large customer service team.  During her three years at the company, she was responsible for all sales activity, growing turnover, improving profitability and controlling channel management.

Commenting on her decision to join Radio Systems, Nicki said: “I have long admired Radio Systems – both in terms of its varied product portfolio and forward-thinking company culture. I’m really looking forward to leading the team and using my experience to hopefully add to the company’s track record of success.”

David Verdon added: “We’re excited to welcome Nicki to the team – her years of industry knowledge, enviable contact book and great track record of driving business growth will be an enormous asset to our business.”