Meet The Team

Carl Pickles

General Manager and Director

Carl has been Apex Direct Mail’s General Manager for over 15 years, he is also one of the three Owner / Directors of Admail Ltd. Previous to this he was Production Manager and has also worked in Client Services. His career began in food manufacturing and the management skills learned in this FMCG environment have contributed to his long and successful Direct Mail career. Enthusiastic, ambitious and outgoing with a great deal of drive and determination Carl is an effective communicator and always works in a conscientious manner even when under pressure. Carl is an experienced people and operations manager with a proven track record in delivering exceptional customer satisfaction.

When not hard at work delivering exceptional customer satisfaction Carl enjoys long distance walking. In recent years Carl has climbed the Welsh Three Peaks, (Snowdon, Cadir Idris and Pen y Fan), twice walked the Three Castles Path as well as walking the entire length of the Basingstoke canal on numerous occasions.

Karl Butler

IT Manager and Director

Karl is one of the three Owner / Directors of Admail Ltd. Karl has over 20 years experience in IT, Design and Print Management within the Direct Mail and Print industries. He started his path in Direct Mail with Apex as the IT and Print Manager for a six-year period. He then moved onto another mailing house for a number of years before returning to Apex in 2017. Karl has gained his vast experience from working in mailing houses that he has seen evolve from start-ups to flourishing businesses, gaining invaluable skills and insights of how to personally adapt and change the approach of a business to suit the ever increasing demands of our fast moving industry. A true stalwart of professionalism in all things Direct Mail Karl is a highly effective and talented key member of Team Apex.

When Karl is not investigating new technologies, you will likely find him in the gym (unlike his co-director Carl Pickles who only pretends to go!) From time to time, just for fun, Karl will sign up to a running event; whether it’s hitting the roads in the London Marathon or a mud military assault course, he is always up for the challenge.

Chris d’Entrecasteaux


Chris is one of the three Owner / Directors of Admail Ltd and General Manager of Atlas Direct Mail, Apex Direct Mail’s sister company. With almost 20 years experience in the industry he can be information overload if you start him off but with good intentions, (you have been warned!) Hardworking and deeply passionate about Customer Satisfaction Chris frequently tailors unique solutions to Clients to achieve the best results utilising his in-depth knowledge and expertise from data manipulation to campaign management to all things postage, everything is considered and every benefit applied.

As an old Cornish boy, for him there is nothing better than a well made cream tea, with lovingly made hand crafted warm scones, delicious local clotted cream and homemade strawberry jam, except of course being by the sea listening to the waves crash against the shore but if you can have both at the same time that is Chris’ form of heaven!

Tiffany Christer

Client Services Manager

With a wealth of Account Management and Sales Leadership experience, in a variety of industries including Direct Mail and Fulfilment, Tiffany is well placed to lead and support Apex’s Client Services Team. Passionate and driven about client satisfaction, with the ability to balance the needs of the customer with commercial sense, Tiffany ensures the customer is at the heart of everything we do.

Never far from a busy life, Tiff loves to spend her time with her beloved ponies; dabbling in dressage, local shows and show jumping. Her favourite events are Hunter Trials and an annual Team Chase event at a local Cross Country Course.

Gemma Farr

Production Manager

Gemma started working at Apex at the age of 19 processing hand fulfilment and working in the print department. Before long it was evident that she had the skills and drive for much greater things. Since then she has worked and excelled in IT, Client Services and Production.  (Some say she has a brain like a sponge ... it  just absorbs everything!)
Gemma is now doing what she enjoys most, being Production Manager. The vast array of skills and experience that Gemma has gained from the various roles she has fulfilled mean there is no stage in the life of a job that she doesn’t know inside out. Gemma has a natural grasp of Direct Mail and an unmatched ability to cope with any eventuality at the drop of a hat.

Gemma loves nothing more than to holiday around the world in exotic places with her family. Sun, sea and beautiful beaches are a must at least once a year! Gemma spends weekends watching her children participate in multiple activates and also loves nothing more than socialising with friends.

Katy Adam-Smith

Client Services Team

Katy has been with Apex since the summer of 2018, she joined the company with 13 years of Direct Mail experience ‘under her belt’. Having previously run VDP Direct Mail, the last mailing house she worked at, Katy has a wealth of skills and knowledge that she has been able to apply at Apex. A great relationship builder with a fantastic eye for detail Katy has fitted straight into the Client Services Team and she is enjoying helping and advising the clients that came with her as well as new and existing Apex clients.

Katy enjoys spending her free time out exploring nature in the woods, with her 2 dogs.

Sarah-Jane Bookham

Client Services Team

Sarah-Jane has recently joined the Apex team and brings with her 12 years worth of knowledge in all areas of the Direct Mail industry. Her journey started in fulfilment and packing prior to moving into IT, print and data processing, then finally to Sales becoming an Account Manager. This journey gives her a wholesome picture and in depth understanding of the entire process enabling her to offer the best possible solution to her customers.

Sarah is always looking for her next travel adventure, when she’s not looking for her next destination or exploring a new country Sarah’s choice of pass time is going to the gym or at home in the warm on a Netflix binge, Action, Horror, Comedy, you name it she will watch it!