At 4D Contact, we are delighted to announce the appointment of Martin Kirby as our new Non-Executive Director. This marks a pivotal step in our ambitious global growth journey.

With over 30 years of leadership experience across Business Stream, Kier Group, Adecco UK, and Bupa Healthcare, Martin has consistently delivered transformational outcomes — from recovering millions in working capital to driving award-winning credit management teams.

“Martin’s appointment is a critical step in our global expansion plans, his track record of reducing DSO, improving cash flow, and leading high-performing teams will be invaluable as we continue to support our international clients.”

Mark Smith, CEO of 4D Contact.

Martin brings not only expertise but also lived experience of the challenges businesses face in order-to-cash (O2C) management.

As Martin stated in his recent interview regarding the appointment:

“I’ve worked with third-party credit-control and debt recovery suppliers throughout my career. They are a vital part of the escalation process, yet many businesses still hesitate to outsource — often leading to mounting debt. In this role, I hope to help O2C leaders overcome these barriers and establish best-in-class processes.”

Martin Kirby’s contributions to the industry have been widely recognized, including awards such as Credit Manager of the Year and Corporate Credit Team of the Year. Alongside his MBA from INSEAD, Martin is a Fellow of the Chartered Institute of Credit Management (FCICM) and an active member of its Advisory Board. He will be leading a CICM national working group exploring the role of Artificial Intelligence in credit — shaping how technology will drive the future of the profession.

Martin’s appointment reflects our commitment to combining deep expertise with flexible, results-driven processes. With offices in the UK, Ireland, and Spain, and clients spanning Europe and the Americas, we are excited to build on our strong foundation as we expand globally.

Stay tuned for an upcoming video interview with Martin, where he shares more about his vision and priorities in this new role.