Adam Elphinstone

Managing Director & Dealer Principal

Adam is a strong leader with rich history at William Adams responsible for steering the organisation toward profitable growth and success for our customers and our people. Starting his career as a Diesel Mechanic and working his way through all areas of the business, Adam became Dealer Principal in 2019, and Managing Director in 2024. Adam is committed to ensuring our workplace culture is safe, positive and inclusive. He provides guidance and leadership to the Executive Leadership Team (ELT) and ensures the business operates with strong governance, operational excellence and a strong focus on safety and the engagement and development of our people.

Simon Smith

Chief Financial Officer

Simon’s experience spans across global and local markets. With a comprehensive background in finance and commercial management, Simon is respected for his analytical approach, leadership in financial governance, and commitment to driving sustainable business growth. He plays a pivotal role in optimising financial performance, managing risk, and supporting key investment decisions that underpin William Adams’ long-term success and reputation in the industry.

Alicia Cirillo

General Manager – People, Digital & Customer Experience

Alicia leads our People, Digital & Customer Experience teams, championing a culture where our people thrive and are truly customer obsessed. With a passion for employee relations, talent development, and safety leadership, Alicia and her team partner with leaders to build a high-performing, people-first workplace that strengthens employee capability and engagement. Alicia’s Digital Innovation and Customer Experience teams drive innovation, leveraging AI and emerging technologies to elevate our customers’ experiences and modernise the way we work.

Justin Byrne

General Manager - Operations

Justin is a seasoned professional, bringing extensive expertise in operations, multi-site management and customer service. Justin is respected for his proactive, continual improvement approach, technical know-how, and commitment to delivering tailored solutions for customers across the business. His leadership is marked by a focus on operational excellence, safety and fostering long-term partnerships across the industry.

Ben Petzke

General Manager – Sales & Marketing

Ben drives continual growth through leveraging his deep expertise in strategic sales, business development and marketing solutions. Ben’s leadership is recognised for driving revenue growth, strengthening customer relationships and delivering innovative market solutions across the business. With a proven track record in problem-solving to deliver for customers, he is committed to fostering a culture of excellence, collaboration and adaptability in a fast-paced industry.