Martin Lee, co-founder and strategist. Martin is a former Marketing Director of Waterstone’s and Partner at The Fourth Room. Martin started his career working in university bookshops before joining WH Smith as Buying and Marketing Manager for books. At WH Smith, he introduced innovations that changed the way in which fiction was published in the UK. Martin moved to Waterstone’s in 1995, where he was responsible for directing the brand, following its acquisition by WH Smith. He managed the transition and expansion from its entrepreneurial roots into an established and profitable high street name culminating in its merger with Dillons in 1998. One of Martin’s abiding concerns is the way that brands communicate through language, and this interest has led him to join the management team of 26, a not for profit organisation that is committed to improving the quality of writing and self-expression in business.