Meet the Account Managers Helping SMEs & Ambitious Businesses to Scale – Justine Chadwick, Account Manager for Coventry

Justine has been with CW Growth Hub for over six years. In this short article, Justine explains her role, her inspirations and motivators, and her view on the importance of account management within the business support ecosystem.

“My role is all about helping businesses in Coventry and Warwickshire. Helping them to unlock their potential, remove barriers to growth, and take advantage of opportunities that will help them scale.

Before joining the Growth Hub, I spent more than 20 years in global business development and account management, and I was also formerly a partner in a software company. Over that time, I’ve worked with senior stakeholders, led sales teams, and developed tailored solutions that turned complex challenges into sustainable growth. I bring that same experience into my work with local businesses in Coventry today.

As an account manager, I manage a portfolio of around 50–70 businesses, at any given time. Some require quick, targeted advice, while others benefit from more strategic, hands-on support. Over the course of a year, I typically interact with about five hundred businesses. Each one has a unique set of challenges and ambitions, and my role is to act as a supportive, impartial advisor – someone they can trust to help them make sense of a complex business support landscape.

That impartiality is critical. Independent evaluations of CW Growth Hub’s account management model have shown that businesses benefit from having a trusted advisor who can diagnose their needs, provide challenge and motivation, and signpost them to the right support. For many SMEs, that kind of relationship has made the difference between standing still and scaling up.

One example I’m particularly proud of is my work with Boxraw, a Coventry-based boxing apparel company. For over five years, I’ve supported the founder and senior team with mentoring, strategic advice, and introductions to investors, MPs, and innovative businesses. This partnership has helped Boxraw secure £50,000 in Innovate UK funding (with more expected), expand into new international markets, and grow turnover from £1.8m to £4.5m. They’ve since moved into larger premises to keep up with their expansion.

When I meet with business leaders, the most common questions are about funding, scaling strategies, export support, and building networks. My answer often starts with, ‘stay proactive, stay connected, and don’t try to do it all alone’. For ambitious businesses, there are clear steps that make a big difference, including staying alert to market trends, investing in workforce skills, engaging with peer networks, and using specialist programmes, such as Made Smarter or Help to Grow.

In the current economic climate, the role my account manager colleagues and I play in helping businesses has become even more critical. The challenges businesses are facing are very real – whether it’s cashflow pressures, recruitment difficulties, or the confusion of navigating a fragmented support system. That’s where the Growth Hub plays such an important role. We act as the ‘front door’ to business support, making it easier for SMEs to access the right advice at the right time. The evaluation of our work shows that account-managed businesses in our region see tangible results: stronger job creation, higher turnover, greater confidence, and a clearer path to scaling.

For me, account management is not just about solving problems – it’s about helping businesses build resilience, think strategically, and make the most of opportunities. Coventry and Warwickshire are full of ambitious entrepreneurs with bold ideas. My job is to ensure they don’t face their growth journey alone.