About
Bridging the gap between commercial strategy and digital delivery.
Digital Fusion Lab exists because too many good businesses are held back by the disconnect between commercial leadership and technical execution. We're here to join those dots.
The founder
Simon Parslow — the “Commercial Glue”
Simon Parslow has spent his career operating at the intersection of commercial thinking and technical delivery. He's led product development, built brands from scratch, run B2B and B2C sales functions, specified and shipped software systems, and overseen everything from e-commerce platforms to warehouse management infrastructure.
He describes his role as being the “Commercial Glue” — someone who understands the whole business process, can see the start-to-finish journey, identify the missing links, and join the dots across commercial thinking, systems, people, and delivery.
That breadth of experience — from founding and directing a creative agency to managing 3PL systems integrations to building in-house apps — means Simon can hold the commercial context and the technical detail at the same time. That's rare. And it's what Digital Fusion Lab is built on.
Experience
Deep capability across commercial and technical disciplines
Over more than two decades working in product, sales, technology, and operations, Simon has accumulated hands-on experience that spans the full range of what a growing business needs. This isn't theoretical — it's been applied across real businesses, real products, and real markets.
Career highlights
2012 — Present
Target Holdings (UK) Limited
NPD, account management, and systems integration for a national retail supplier and 3PL business. Built and deployed warehouse management systems, API integrations, and in-house apps.
2012 — Present
Best Before It's Gone Limited
Marketing systems, software deployment, and digital operations for an e-commerce food reseller. Grew the digital channel significantly during and after COVID.
2007 — 2011
Ideasmatrix Limited
Founded and directed a strategic creative design agency. Delivered brand, digital, and systems work for B2B clients. Built and managed internal teams of designers and developers.
2000 — 2007
Acoustic Solutions Limited
Director of NPD and Marketing at a consumer electronics supplier to national retailers including Argos, Tesco, DSG and Boots. Led product development across AV, DJ, musical, sports and karaoke lines — managing engineering, design and industrial design teams across the UK and Asia. Responsible for brand strategy, marketing, B2B sales account management, and working directly with manufacturers in Hong Kong, China and the US.
How we think
Principles we work by
Ideas are only worth their execution
The best concepts without delivery are just thoughts. We bring the energy and structure to make things happen.
Commercial common sense first
Technology decisions should be grounded in business reality — not trend-chasing or over-engineering.
Whole-business thinking
We understand the start-to-finish journey. That peripheral view is how we spot the missing joins others overlook.
Entrepreneurial spirit within structured delivery
We approach every opportunity with energy and imagination — but deliver with discipline and accountability.
Ready to talk?
If you're working on something that needs commercial and technical thinking joined up, let's have a conversation.
Get in touch