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James Biddle appointed as new Head of Growth at Flexischools
Thu, 14th Mar 2024

James Biddle, a distinguished figure with a wealth of expertise in sales and marketing, has been appointed as the new Head of Growth at Flexischools, the leading online school ordering platform based in Sydney. With over 25 years of experience, including an 8-year tenure as Global Sales & Marketing Director at ClickView, Mr Biddle is ambitious to drive significant growth and expand the company's reach across Australian school communities.

Mr Biddle's remit encompasses working intimately with school communities to discern their needs, identify how Flexischools' technology can provide superior support, and notably increase market penetration in Australian states where Flexischools has yet to gain significant traction. Additionally, his tenure at ClickView entailed overseeing the firm's operations in Australia, the UK, and the US. Mr Biddle has also previously provided his consultancy services to Australian Edtech peak body, EduGrowth, and several EdTech startups, including Inquisitive and Life Skills Go.

The CEO of Flexischools, Rachel Debeck, expressed her delight in welcoming Mr Biddle onboard. She states, "James' expertise and experience is the perfect fit for Flexischools at this stage in our growth. Along with his proven ability to drive sales and increase market share — and his genuine love of the platform as a parent — he is a great cultural fit for our team. James is joining the team at a pivotal time at Flexischools, as we scale up to simplify school life for schools and parents across Australia."

Meanwhile, a bullish Mr Biddle notes the reason behind his decision to join Flexischools, drawn to the platform's resounding respect among parents and the school community, which also includes his family as users. He shares, "My family has been using Flexischools with my son for years — he reminds us on Sunday night that it's time to put in orders for the week, making it a whole family affair. As he gets older, it's these technological solutions that allow him and his peers the independence they crave."

Furthermore, his appointment comes at a critical period as schools and canteen operators gravitate towards enhancing their efficiency and accomplishing more with fewer resources. Whether provoked by a lack of time on parents' part for volunteering, or due to escalating operating costs, technology becomes paramount in achieving efficient operations. Mr Biddle emphasises the importance of Flexischools' contribution to this, particularly in offering robust enterprise solutions and extensive data insights to assist canteen operations, and provide a myriad of other school support services.

Having spent most of his career within the education sector, Mr Biddle recognises the various challenges school decisions makers often grapple with. He revels in "seeking out the stories of how schools have overcome challenges" and appreciates "the efforts schools go to, to succeed." Moreover, drawing from his tenure at ClickView, he is ardent about promoting equity of access, ensuring that children have equal access to products irrespective of where they live, an endeavour in which he hopes to work hand in hand with stakeholders across the country.