Our Team

It is often assumed that we are a large corporate company, which is a great compliment, but the reality is we are a small family business, with five full time office staff. We might be small, but this is a huge benefit in so many ways. Our team all have an equine background, thorough product knowledge and practical experience of grooming and turnout, allowing us to be able to offer a more personal service.

Victoria Goody

Company Owner

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Jess Lane-Brown

Marketing Manager

I have worked in marketing for over a decade, primarily in the embedded tech sphere. My passion has always been to ride and compete, so it's been a joy to join the Smart Grooming team, where horses and their welfare are at the centre of everything!My main responsibilities are to spread the word of Smart Grooming, so that people can always find the best grooming products for their horses. When not riding or at Smart Grooming HQ, I like to be out in the garden, coaxing as many flowers and vegetables to grow as possible!


Daisy Conibear

Social Media & Sales Co-ordinator

I started working at Smart Grooming in April 2022, having
been riding and competing ponies in the show ring from a young age being able to combine my passion with work was a win win! When I’m not in the office, at a trade show, or creating our social media content you will find me either at home with my team of native ponies (most likely scrubbing white socks, riding or packing and unpacking the lorry from our latest outing) or at a showground somewhere across the UK!

Favourite Smart Grooming product – Enhancing Gloss, Super Shine or Strawberry Shampoo (I can’t choose one!)

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Alice Cherry

Trade Sales Manager

I previously worked with showjumping horses, where I was lucky enough to ride and care for some outstanding horses including a Hickstead Derby winner. I attended CSI4* shows in France, Belgium and Spain, where I always took great pride in turning horses out for the ring. I started at Smart Grooming in September 2021, where I now process the trade orders, so almost any SG product worldwide was more than likely packed by me! On the weekends you’ll find me with my Irish sports horse, JJ. He still thinks he’s a six-year-old, despite being in his early twenties!

Favourite Smart Grooming product - Super Groomers, but I also love a bit of shine, so Gloss n Go is a close second! 

contact Alice

Emily Eltringham

Sales, Procurement Co-ordinator and Office Manager

contact emily