A former senior defence official who served as the UK’s director of defence communications is set to lead the country’s Gun Trade Association (GTA) from next month.
Stephen Jolly, a corporate affairs professional who led high-profile global functions at Nomura, Clearstream, Regus, the University of Cambridge and the Ministry of Defence, has spent much of the past five years working outside the UK. He is returning from a role in Oslo to head up the body that promotes and protects the British gun trade.
A keen sporting shot and former army reservist, Jolly will be responsible for leading a trade association that was originally founded in 1891. The trade itself dates back to the 14th century.
The GTA works closely with government on licensing and regulatory issues and advises law enforcement agencies and local authorities. It acts as the ears, eyes and voice of the UK gun trade, representing manufacturers, distributors and retailers across the United Kingdom and beyond. The UK gun trade forms an important part of Britain’s £3.3 billion shooting sector, which employs the equivalent of 67,000 jobs.
Stephen commented: “It is a privilege to be asked to represent one of Britain’s oldest and most prestigious trade associations. Despite its international reputation for excellence, Britain’s gun trade faces many challenges. I look forward to continuing the outstanding work of my predecessor, Simon West, in defending and promoting this small but vital sector of the British economy.”
Oskar Waktare, chairman of the GTA, said: “We are delighted to bring onboard Stephen Jolly, whose wealth of experience will help the gun trade to prosper and deal with the headwinds the trade faces. His strategic skills will undoubtedly bring further benefits to the wider shooting community.”
About Stephen Jolly
As the UK’s director of defence communications (2013–15), Jolly worked at the interface between national security policy, military operations and communications. Responsible for a budget of more than £80 million, he transformed the work of over 1,100 staff across 11 organisations in one of the most far-reaching and ambitious change programmes in government. In addition, he created and chaired the cross-Whitehall national security communications committee to help coordinate national security communications across government while holding a seat on the government communications board.
Before entering government, Jolly had been one of Cambridge University’s most influential leaders. Whether leading on political relations and policy formation across Westminster, Whitehall and the EU, marketing the largest-ever fundraising by a European university ($2 billion) or promoting innovation on behalf of the world’s most admired research institution, he was at the sharp end of business. He also taught at the Cambridge Judge Business School.
From 2001, Jolly played a pivotal role in the rescue and recovery of FTSE 250-listed Regus (now IWG), the world’s largest serviced offices provider, serving one million customers across 95 countries. Prior to that, he held senior roles with global financial brands HSBC, Nomura, Clearstream and PwC. At HSBC, he managed corporate advertising, advised on the integration of Midland into the group and was a speechwriter to the global board. At Nomura, he repositioned Japan’s top securities firm in global markets, marketing more than $15 billion of pioneering international securitisation deals. In Luxembourg, he steered Clearstream, the clearing and settlement giant, safely through a year-long crisis. At Coopers & Lybrand (PwC), he advised the firm’s senior partners and formulated corporate marketing strategy.
From 2016, Jolly led innovation for one of the world’s most iconic communications brands, M&C Saatchi. As part of this, he created and led M&C Saatchi Transform, a start-up specialising in organisational change. He also worked as director of the Saatchi Institute, Lord Saatchi’s private think tank. He later went on to lead a government advisory firm in the Middle East and North Africa during the difficult days of 2020.
During 2021–22, Jolly worked as a professeur agrégé at France’s Rennes School of Business, where he designed, set up and led the Strategic Influence Programme within the newly formed faculty of geopolitics.
Since 2022, Jolly has been operating out of Oslo, where he acted as a senior adviser at Reputation Inc., one of Europe’s leading specialist reputation management firms.
Jolly has held numerous leadership roles in the communications profession, including vice-president of the Chartered Institute of Public Relations, founder master of the City of London Company of Communicators, chair of the International Public Relations Association (UK) and member of the advisory board of the Public Relations Consultants Association.
Jolly was educated at the universities of Cambridge, Sussex and British Columbia, Canada.
The Gun Trade Association
The Gun Trade Association is committed to supporting businesses involved in the sporting, recreational and professional gun trade in the United Kingdom. From manufacture, wholesale, retail and repair of guns and ammunition to the provision of shooting opportunities in the field and shooting grounds, its members cover the great heritage of the British shooting industry.
The association protects, promotes and represents the industry at all levels—internationally, nationally and locally.
Formed in 1891, the GTA has a great heritage but is highly focused on the issues affecting the trade today. It provides training and advice for registered firearms dealers as well as representing the industry in work with the Home Office, police, National Crime Agency and the British Proof Authority. The GTA is a member of the British Shooting Sports Council.
Get in touch
T: 01684 291868
E: enquiries@gtaltd.co.uk
W: www.gtaltd.co.uk
