Educated in Harrogate, Simon spent four years in London working for Guinness and then the Financial Times. In 1981 he returned to the family brewery in Masham as Marketing Manager.
After Matthew Brown plc took over Theakstons in 1986, Simon held several marketing roles at Scottish and Newcastle in Edinburgh, a company also owned by Matthew Brown
Following the purchase of Courage by S&N in 1995, Simon was appointed Marketing Director of John Smiths, in Tadcaster.
In 2003, he and his brothers negotiated the buy-back of Theakstons, returning the company back to family control. He has served as Executive Director ever since.
Simon was closely involved in establishing the initial sponsorship of the Theakston Old Peculier Crime Writing Festival in Harrogate, now the biggest of its kind in the world.
Simon has also taken key roles with the Yorkshire Agricultural Society since, including chairman between 2008 and 2016.
He has been a Harrogate Borough Councillor since 2002 and has served as Chair of the Audit and Governance Committee since 2015. He was appointed a Fellow of the Chartered Institute of Marketing in 2007.
In 2009 he was appointed Chairman of 'Pub is the Hub’, an organisation supporting rural pub owners and their communities. He is also the immediate past Chairman of the British Beer & Pub Association, North East and Yorkshire, and was Deputy Lieutenant for North Yorkshire in 2012.