Ammunition has announced the appointment of Chris Shadrick to the newly created position of Director of Strategy, based at the agency’s London office. The hire adds senior strategic capability to support both regional growth and cross-market client delivery as the organisation expands its European operations.
Shadrick will report directly to Renaye Edwards, Managing Director for Europe and Global Chief Operating Officer. His remit encompasses strengthening proposition development, advancing account-based marketing frameworks, and ensuring strategic cohesion across the agency’s operations in Europe and the United States. The appointment arrives as Ammunition continues to build out its European infrastructure following recognition from multiple industry publications for its integrated approach to brand, experience and technology.
Client Experience
Chris arrives with a background spanning integrated strategy across brand architecture, digital transformation and AI-enabled platforms. His client roster includes multinational organisations such as Unilever, Avis, Hyundai, Formula 1, EE and the BBC. His experience encompasses repositioning established brands, developing new market propositions, and executing multi-territory growth programmes across varied sectors and operating models.
“Chris brings deep experience across ABM, brand, technology, and modern growth models, alongside a practical understanding of how strategy must work in the real world. His perspective will be invaluable as we continue to grow in Europe and raise the bar on how we help clients solve complex problems.”
Renaye Edwards, Managing Director, Europe and Global COO, Ammunition
His previous work has involved navigating teams through organisational transformation and market complexity. His strategic focus has centred on building sustainable competitive frameworks rather than short-term tactical interventions, an approach that aligns with Ammunition’s positioning around long-term client partnerships and integrated delivery models.
The Role
The Director of Strategy role carries responsibility for elevating the effectiveness of Ammunition’s output across its global client base. Key areas include refining client propositions, developing scalable brand and digital growth systems, and advancing account-based marketing methodologies. Chris will work to embed strategic thinking throughout project lifecycles, from initial planning stages through to final delivery and performance measurement.
His position requires collaboration across multiple disciplines within the agency, including creative, experience design, technology and performance marketing teams. The role also involves cross-office coordination between European and American operations to maintain consistency in strategic approach whilst allowing for regional market nuances.
The appointment forms part of Ammunition’s approach to building its European presence through senior talent acquisition and capability investment. Rather than rapid expansion, the organisation has opted for measured growth focused on maintaining service quality and strategic consistency across markets. Leadership appointments are designed to strengthen delivery capacity before pursuing aggressive client acquisition.
“From the first conversation, it was clear Ammunition is a business with serious ambition and a strong sense of responsibility for the work it puts into the world. It is a creative company that believes growth comes from clarity, optimism, and accountability. I am excited to help strengthen how strategy shows up across the business, and to work closely with Renaye to support Ammunition’s European expansion and long-term direction.”
Chris Shadrick, Director of Strategy, Ammunition
Ammunition operates as a full-funnel independent agency with headquarters in Atlanta, Georgia. The organisation has received industry recognition from Adweek, Campaign, Inc. Magazine and The Financial Times for its work across B2B and B2C categories. Its service offering integrates brand development, experience design, media planning and technology implementation. The agency maintains membership of Worldwide Partners Inc. and the American Association of Advertising Agencies.