We turn ideas into market-ready brands through strategic leadership, creative innovation, and operational execution.
At YDS, great ideas deserve great execution. We combine experience and insight to move businesses from vision to action with clarity and momentum.
We step into your business as a true partner, aligning your brand, products, operations, and growth strategy through our Wheel of Autonomy™. From there, we build a clear roadmap that defines what happens next, in what order, and how to scale with confidence.
We work alongside you to strengthen operations, sharpen your brand, expand channels, and bring structure to growth.
Everything we do is built around clarity, alignment, and momentum, so your business moves forward with purpose.
The leadership behind YDS, combining experience, strategy, and execution to turn ideas into scalable brands.
With over 40 years in the beauty and grooming industry, Dana Story has built a legacy of turning ideas into successful global brands. He has held senior roles at companies like Sebastian International, L’anza International, and ghd North America, driving growth, expansion, and operational success.
As Founder of YDS, Dana partners with startups and established brands to bring products to life, offering expertise in product development, brand strategy, and fractional leadership.
Known for connecting vision with results, he leverages a global network and deep industry knowledge to help businesses move from concept to scalable success.
Throughout his career, he’s embodied a simple yet powerful philosophy: “What can I do for you?”, a mindset that continues to shape his collaborative and service-driven approach to leadership.
With over 20 years of global experience in operations, manufacturing, and brand development, Paul has built and led multi-million-dollar businesses across production, logistics, and digital commerce. He works with startups and established brands to turn ideas into scalable, profitable enterprises.
Paul specialises in building strong operational foundations, covering everything from sourcing and manufacturing to D2C and B2B sales strategies. His expertise ensures products move efficiently from production to customer, supported by integrated systems across e-commerce, logistics, and supply chain.
Before founding UK GLOBAL, Paul held director-level roles across multiple industries, leading global supply contracts, improving manufacturing efficiency, and delivering products from concept to market.
Throughout his career, he’s embodied a simple yet powerful philosophy: “What can I do for you?” a mindset that continues to shape his collaborative and service-driven approach to leadership.
15+ years in global trade, connecting brands with international opportunities. Expert in South American markets, helping clients source, negotiate, and grow with confidence.
Former Google specialist with 20+ years of experience driving growth through paid search and digital marketing. Expertise across Google Ads, Microsoft Ads and Amazon. Focused on building profitable campaigns that generate qualified leads.
15+ years in global business, specialising in market expansion, export strategy, and international operations. Helps brands scale, enter new markets, and optimise performance across the EU and Middle East.
Work directly with our team to move your business forward. Get in touch and let’s take the next step together.
We partner with ambitious founders and operators to turn ideas into market-ready, scalable brands.
“YDS helped us turn a complex idea into a clear strategy and market-ready brand. The impact has been transformational.”
SaaS Technology Company
“Their process is thoughtful, structured and incredibly effective. YDS challenged us in the right ways and delivered real results.”
HealthTech Company
Manufacturing Group
