Squaricle Group
Aimee Shortman

Group Product Director

Job Role

Aimee is the Group Product Director for Squaricle Group Limited and is responsible for overseeing the products we develop across our brands.  She works with the individual brand team to ensure our products compliment other offers, are loyal to the brand and deliver and exceed the expectations of our customers and learners.  She is driven by making learning accessible and empowering. She is also the MD of our emerging-u brand.


Aimee is a speciali​st in developing high performing teams at all levels, with hands-on experience of growing highly effective teams using her collaborative and inclusive leadership style.

Having gained 15 years’ experience working as part of the Senior Leadership team of one the UK’s largest banks, Aimee decided to leave her corporate career in 2014. Her ambition was to share this valuable experience with business owners and directors, aiding them to develop their businesses and helping them to enhance their companies’ values and cultures through effective leadership and meaningful human experiences.

​Aimee has Senior Leadership experience across a number of disciplines including:​

  • ​Retail Sales and Business Development​
  • Culture Change
  • Employee and Customer Experience

​Aimee is an accredited coach and mentor with an interest in developing the business skills and knowledge of executives, students and young people. She sits on the Advisory Board of a Young Entrepreneurs’ Network is an Ambassador for a local cancer charity and co -founder of a Bristol Business Women’s network. ​

​She has most recently designed leadership and customer experience programmes for Mercedes-Benz, Zurich, Waitrose & Partners and Historic Royal Palaces.

In her “spare” time she enjoys running off all the beer and burgers she’s consumed from her bar in Bristol.

Squaricle Group engaging learning driven by digital transformation


  • BA Media Studies and Popular Culture


  • July 2020 - DateSquaricle Group
    Group Product Director

    Responsible for overseeing the product development across all of our training brands.

  • July 2020 - Dateemerging-u Limited
    Managing Director

    Responsible for the vision, execution and management of the emerging-u brand.

  • June 2017 - Jul 2020Brand Biology

    Responsible for the leadership of the Brand Biology business.

  • Aug 2015 - Jun 2017Gregg Latchams Limited
    Head of GL Business Consultancy
  • Feb 2014 - May 2015Create Group
    Director of Client Services
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