IOD Director of the Year Awards

A celebration of leadership talent, success and achievement

Daniel O’Toole profile


Chief Executive Officer,
Retail Merchandising Services

Daniel has made significant progress during his time as CEO. He has ensured that the company recognises the effort and commitment of its people, primarily by increasing the pool of direct RMS employees and introducing the ‘RMS-First’ policy.  Under Daniel’s leadership, RMS has continued to grow. Securing new multi-million-pound client Sainsbury’s was a major accomplishment, as was signing a contract with Boots which has seen RMS become involved in a revamp project across 400 stores.



RMS is a valued partner to some of the world’s biggest retail brands.  As a global retail development business, their purpose is to contribute to their partners’ success by delivering a better shopping experience. 
RMS pride themselves on their expertise and thorough professional approach.  The senior team boasts over 350 years of experience in the retail sector so their knowledge of the sector is unrivaled. Founded by a retailer who spent decades with some of the UK’s biggest retail brands, RMS have retail in their DNA. It is this passion for delivering the best shopping experience that ensures RMS deliver industry-leading merchandising services, backed up by cutting-edge technology.

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