Rhubarb appoints Will Eels as GM

Apple-focused MSP Rhubarb has appointed Will Eels as GM.

Eels will lead Rhubarb’s day-to-day business strategy with a focus on strengthening Rhubarb’s operational capabilities while supporting clients as they adapt to changing workplace technologies, including the growing influence of automation and AI in everyday business tools.

Rhubarb was recently spun out from Mac Centre, which itself has 23 years experience in the market.

Eels first joined Mac Centre close to two years ago as system engineer, before taking over as product and programs lead in August of last year.

Prior to this, he worked at Freetrade, Infogrid and Apple.

Danny Moore, CEO of Rhubarb, said the appointment signals the company’s focus on building leadership suited to the next generation of businesses.

“Growing organisations need more than just technical support. They need guidance on how their systems, tools and infrastructure evolve alongside the business," he said.

“Bringing in the next generation of leadership helps ensure we are supporting businesses not only in maintaining their technology, but in using it more effectively as they scale.”

Eels said the opportunity to help businesses strengthen their technology foundations was a key driver in taking on the role.

“For many growing companies, the challenge is not just adopting new tools, but ensuring their technology environment can keep pace with the way they want to work," he said.

“As organisations continue to evolve, the role of technology leadership is increasingly about helping businesses remove friction and create systems that support long-term growth, choosing pragmatism over chasing every new feature.”