Our Core Team

Baz Saidieh


As CEO at TrueStart, Baz oversees all investment decisions as well as business operations, whilst actively supporting the portfolio companies once TrueStart has invested.

Matt Truman


Matt co-founded True Capital and TrueStart with a view to creating an investment management firm with a sector specialist investment approach, targeting businesses with business models fit for the future of the retail and consumer industries

Paul Cocker


Paul co-founded True Capital and TrueStart and has been an active investor in the retail sector for seven years.

Mike Tattersall


Mike is responsible for delivering the partnership proposition to current and future Retail & Strategic Partners of the firm.

Ashton Crosby


Ashton has 15 years of experience in the consumer/retail industry, joining us from Tesco where he worked in business development. Ashton is investments director for TrueStart and is responsible for looking after all the portfolio companies.

Oksana Stowe

Investment Principal

Oksana works on the investment team, identifying opportunities and supporting portfolio companies for TrueStart

Richard Brick

Senior Associate

Rich assesses the potential investment opportunities

Kalinka Kay


Kalinka joined TrueStart in 2015 and works on the investment team, identifying opportunities and supporting portfolio companies

Oliver Crowther


Oliver supports all business development and partnership activities, including the investment process, whilst driving deal flow and supporting the portfolio companies. 

Richard Mergler


Richard’s an active partner and mentor at TrueStart.

Chris Spira


Chris is our resident fashion and brand strategy expert, and brings over 20 years of experience to the table.

Anthony de Rothschild


Anthony is an experienced investor and operator within the consumer and lifestyle sector, and is a significant shareholder in the Rothschild group.

Kim Visser

Head of Marketing & Communications

Kim looks after all the marketing, branding and communications activities for True Capital and TrueStart

Sarah Birchenough

Community Manager

Sarah looks after the community - and supports the startups - during their time in the Hub

Gabrielle Bricka

Team Assistant

Gabrielle is not only the first face you'll see when you arrive at the TrueStart Hub, but she also drives all creative projects in the Hub


Richard Anson

Entrepreneur in Residence

Richard’s based in The Hub every week and provides thoughtful, insightful and inspirational guidance to every one of our residents, often drawing on his 20 years of experience and successes in building start-ups into global businesses.

Michael Karliner

Technologist in Residence

Former CTO of Shazam, Mike is a 30- year tech veteran with hardware and software credentials. Mike works with our portfolio company CTOs to provide strategic guidance and direction.

Marton (Meza) Meszaros

Tech-Project Manager-in-Residence

A tech veteran who got his first paid coding work at the age of 14, Meza went on to run multiple successful projects and tech teams. Meza works with our startups to help fulfil CTO roles.

Advisory Board

Richard Anson

Reevoo - Founder

Richard is Entrepreneur-in-Residence at TrueStart; Non-Executive Director of Old Street Labs and Non-Executive Director of Reevoo

Amy Cole

Instagram - Head of Brand Development

Amy was the 6th member of the Instagram team

Sandrine Deveaux

Farfetch - Managing Director Shop of the Future

Sandrine Deveaux is at the helm of Farfetch’s retail innovation vision 'Store of the Future'.

Georg Ell

Tesla - Director Western Europe

In 2016, Georg was listed in the Debrett's 500, "People of Influence" for his work at Tesla

Annabel Kilner

MADE.com - Commercial Director

After joining MADE.com, she helped double the company’s turnover in a single year.

Jeremy Morris

Google - Head of Technology & Retail

Jeremy leads relationships with Google's advertising partners across the retail and technology sectors

Dan Warne

Deliveroo - Managing Director

Since joining Deliveroo Dan has played a key role in its expansion into over 100 British towns and cities

Snapshot of just a few of our mentors

Aaron Chatterly

Feel Unique

Alex Brick

Lewis Trust Group

Alex Hamilton

Retail Week

Alex Theophanous

Alex and Alexa

Alison Conway

Sandia Digital

Angela Creasy


Annabel Kilner


Davide Cervellin


Deborah Weinswig

Li & Fung

Edward Griffith


Eilat Cohen Basat


Gabbi Cahane


Gloria Goldstein


Hannu Ryoppenen


James Bidwell


John Vary

John Lewis

Josh Valman

RPD International

Laura Harnett


Lisa Winning


Lynne Murray

London College of Fashion

Marc Allera


Marcus Waley Cohen

Firefly Tonics

Mark Elkins

Coca-Cola Enterprises

Mark Uible


Michael Valdsgaard


Mustafa Khanbhai


Nigel Whiteoak


Paul Hornby

Shop Direct

Roger Fogg


Shantha Shanmugalingham


Tom Butterworth

Silicon Valley Bank