Andrew Francis joined the PEFC UK Board in 2026. He brings extensive commercial and board-level experience from across the timber and construction products sector, together with a strong understanding of timber supply chains, responsible sourcing and market development.
Currently Commercial Director at James Jones & Sons Ltd, Andrew combines strategic leadership with practical experience of customer requirements, operational priorities and the challenges facing timber businesses.
Career in Timber
Andrew joined James Jones & Sons as Commercial Director in September 2024. He is responsible for commercial strategy, market positioning and organisational performance, helping to align commercial opportunities with operational capabilities and customer requirements.
Working within one of the UK’s leading timber processing businesses, Andrew brings direct knowledge of sawn timber markets and supply chain dynamics. He also holds profit and loss responsibility across additional timber-related operations and has led commercial and organisational change focused on profitability, customer service and internal effectiveness.
Before joining James Jones & Sons, Andrew was UK Sales Director at Premier Forest Products. He led the national sales strategy across the company’s diverse timber products business, with responsibility for performance, structure and market direction.
During his time at Premier Forest Products, Andrew introduced a multi-site management structure that strengthened accountability, decision-making and consistency across the business.
Commercial Leadership
Andrew spent almost 15 years with Norbord Europe, initially as General Sales Manager before becoming UK Sales Director in 2017.
As Sales Director, he delivered growth in market share, pricing performance and sales across the UK business. He developed and implemented a long-term commercial strategy, reshaped the company’s product mix and pricing approach, and led a CRM transformation to improve customer management and forecasting.
Earlier in his career at Norbord, Andrew developed major customer relationships across the builders’ merchant sector. These included Selco Builders Warehouse, Grafton Buildbase, Fortis Merchant Network and Premier Forest Products.
His experience has given him a detailed understanding of the connections between sales, production, forecasting and customer service, and how these areas must work together to create a responsive and resilient business.
Leadership Skills
Andrew’s key areas of expertise include:
- Board-level contribution and independent judgement
- Commercial strategy and market development
- Timber supply chains and responsible sourcing
- Governance and strategic oversight
- Risk awareness and organisational resilience
- Profit and loss responsibility
- Stakeholder and customer engagement
- Commercial and organisational transformation
- Team development and succession planning
Role at PEFC UK
Andrew joined the PEFC UK Board in 2026 for a three-year term. His experience across timber processing, wood-based panels, distribution and builders’ merchants brings a broad commercial perspective to the Board.
Through his role, Andrew will help PEFC UK strengthen its engagement with businesses across the timber supply chain and ensure its work remains relevant to the commercial and sourcing challenges facing the sector.
