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Astra Group Unveils New Group Structure As It Eyes Further Growth

Joe (left) and Paul (right), look at a board of samples.


Leading full-service provider of traditional and digital signage solutions Astra Group, has unveiled a new group structure as it eyes continued growth.

The news follows the unveiling of the Manchester headquartered business’s new group identity in 2022, bringing the business’s digital solutions arm, ADXBA, and bespoke architectural signage arm, Astra Signs, under the one brand. 

The announcement sees the centralisation of the business’s sales and marketing departments alongside certain backend operational functions.


Portrait image of Paul Dyke of Astra Group smiling.Portrait image of Joseph Derbyshire of Astra Group smiling.Former Sales Director, Paul Dyke (left), steps into the newly created role of Group Sales Director, responsible for the continued UK and international expansion of the business, and leadership of the 10 strong sales team.  He reports directly into Astra Group CEO, Jim Kerr.  

Supporting Dyke in driving sustained business growth is Joseph Derbyshire (right), who is promoted to Head of Business Development.  A long serving member of the Astra team with over 10 years’ experience, Derbyshire will leverage his extensive knowledge of signage as well as the UK market to further develop the business’s relationships with new and existing clients.


Portrait image of Jac Lloyd-Jones of Astra Group smiling.

Joining the sales division and bringing further extensive signage expertise to the business, particularly in the wayfinding space is Jac Lloyd-Jones, who joins Astra Group from WIDD Signs in the role of Business Development Manager.  It’s a welcome reunion for Dyke and Lloyd-Jones, who previously worked together at IS Group.

The sales team will be driven out of Astra Group’s Manchester headquarters with input from regional hubs in London and Dublin.

Speaking on the announcement, Astra Group CEO, Jim Kerr, said:

“The new group structure follows an in-depth review of our management division, physical locations, continued integration of systems and more.  It completes what I like to refer to as the collaboration phase of the business, further to our uniting the digital solutions and traditional signage arms of the business under the one group identity last year.

“It’s been a long process.  The investment of time has however been invaluable.  We’ve felt our way and this has led us to a group structure in which I’m incredibly confident.  We’ve ambitious plans and I’m pleased to say we’re already making great steps towards realising them and have had several wins within our historic client base as well as having several new brands join us on our journey.”

Group Sales Director at Astra Group, Paul Dyke, added:

“The level of combined digital and traditional signage expertise we are proud to offer clients, along with our unrivalled technological capability and national and international reach, positions Astra Group at the forefront of the market. I’m looking forward to working with Joe, Jac and the wider team to further leverage our market-leading, fully fledged end-to-end offer here in the UK and overseas.”

Astra Group is a leader in producing innovative visual solutions for a wide variety of sectors including travel and transportation, hospitality, retail, leisure, and international events.  UK & international clients include BT, Manchester Airport Group, Hilton Hotels & Resorts, Bowmer & Kirkland, NHS, Gino D’Acampo Hotels & Leisure, Manchester City Football Club, Samsung, Gatwick Airport, Skechers, Global, JCDecaux, easyJet, Alight Media, Arnold Clark, and Unilever.