Executive Leadership


Doug Ayres

Co Chief Executive Officer

Doug has over 18 years experience in the design and build of digital platforms and applications. As an experienced tech entrepreneur and team builder, he co-founded digital agency Fuse in 2004 before an exit to IPG, a US-based global communications network.  Doug brings his can-do attitude and knowledge of the AI market and technology.

Phil Westcott

Co Chief Executive Officer

Phil is a former Director at IBM, and a specialist in applied Artificial Intelligence. Phil previously ran the IBM Watson platform in Europe, led their Smarter Cities business in Southeast Asia and launched IBM’s global IoT practice. He is a specialist in AI use cases, business models and enterprise transformation. He is a regular speaker on the convergence of tech and entrepreneurship. Phil is a Chartered Engineer and holds an MBA from IESE and Columbia business schools.

Claire Fletcher-Hobbs

Chief Operations Officer

Claire has been a leader in digital production businesses since 2003 and brings a highly refined skill in client services and project management. As Chief Client Officer, she leads our key relationships, delivery programmes and overall delivery capability. Claire was part of the leadership team at Fuse and Architect Digital Agency (acquired by IPG) where she drove digital programmes with global clients including Unilever and Tesco and oversaw the agency’s output on both regional and global project delivery.


Colum Elliott-Kelly

GM North America & CSO

Col runs Filament North America and, as CSO, drives strategic planning for the global business, leading on international growth, ventures, corporate development and product strategy. Previously, he founded and led the Education division of Blippar, an AR and AI startup based in London. He started his career in investment banking in Paris and London. Col has an MA in Classics and French from the University of Oxford.


Aly Karim

Head of Finance

Aly has spent the last decade working and studying internationally to develop his financial experience and education.  He received his MBA from the IESE Business school in Barcelona, Spain and spent 6 years prior to joining Filament working in corporate finance in London, England, responsible for the upkeep of a >£12m P&L.  In London, he was also part of the founding team for the Medical School Application Guide, now one of the largest medical education consultancies in the UK.  He brings a level of attention, detail and vast experience to the intersecting worlds of Finance and AI, having delivered numerous tech talks and consulted on many industry-agnostic projects.

Technical Leadership

James Ravenscroft

Chief Technology Officer

James is a Machine Learning and AI software specialist. He holds a First Class (Hons) degree in Artificial Intelligence and Robotics and is half way through a PhD in Natural Language Processing which he works on part time as well as lecturing and speaking at conferences on behalf of the University of Warwick. He has a decade of industry experience, previously working as European Solutions Architect for IBM’s Watson AI division.

Martin Pomeroy

VP Technical Solutions

Martin has well over a decade of experience building & launching internal knowledge management platforms for some of the world’s largest enterprise companies. His clients have included the likes of Tesco, Unilever, Bupa, AstraZeneca, Electronic Arts & Mondelez International. He was the key solution architect and delivery lead for a highly successful Office 365 agency before switching his attention to the emerging field of AI in 2014, founding and launching a machine-learning based political monitoring platform.

Andy Feltham

VP Technical Innovation

Andy Feltham is a Master Inventor and former manager of IBM’s UK Emerging Technologies team. He worked for IBM for 14 years before joining Filament and has a diverse background that includes performance, service & product delivery, all underpinned by a love for technology and innovation. His passion is to maximise the potential of new technology while solving real problems and to quickly add value for customers. He is an active inventor with an invention portfolio spanning mobile, photography, messaging, protocols and user experience.


Pete Kemp

Head of Product, EBM

As Lead for EBM (Enterprise Bot Manager), overseeing Product strategy and development, Pete’s goal is to enable enterprises to maximise their Conversational AI capability. Pete has worked in digital agencies for most of his career, going on to lead UX, design & build teams and digital platform and innovation work for some of the world’s largest organisations. He is a passionate champion of the latest digital trends and how these can be embraced to help clients deliver innovative and ground-breaking work.

Board Members


Duncan McIntyre

Board Member

Duncan specialises in building growth companies. He is currently working with a number of technology and engineering companies. Previously Duncan built Morse PLC into an international quoted market leader with a turnover of over £500m. He then was the Chairman of the team which built Monitise PLC, a mobile banking and payments company, from concept to a market-leading business. He has since worked successfully as an advisor, director and Chairman to a number of companies.


Mark Goodyear

Board Member

Mark spent 24 years as a CTO and Senior Partner in Accenture, also holding technology leadership positions for the DHSS and Tesco. He is one of the founders and a board member of the highly successful challenger consultancy Elixirr. Mark provides strategy and IT advice to large enterprises, small companies and startups.


Andreas Hajialexandrou

Board Member & Legal & Commercial Director

An investment professional with 27 years’ experience of which 22 years at Director level or above in major global investment banks and specialist firms. Andreas has managed, invested and helped implement the utilisation of $billions with hands-on operational impact. A Bachelor of Law since 1990, Andreas specialises in contract analysis, arbitrage and drafting to the level of liaising twice in the Court of Appeal.

Data Science & Machine Learning


Cynthia Masetto

Applied Machine Learning Scientist

Cynthia is a KTP associate with the University of Essex. Her work includes exploring and developing applied machine learning modelling, data wrangling, text analytics, natural language processing and neural networks projects. Cynthia holds a MSc degree in Data Science from the University of Essex and a BSc in Economics from ITAM (Mexico). She also has worked in the public and private sector before as data scientist consultant.


Matt Maufe

Applied Machine Learning Scientist

Matt finished his Masters in Speech and Language Processing at the University of Edinburgh in 2021, where he explored document classification, machine translation, and information extraction. He’s worked on sentiment analysis, web development, and literature analysis and brings to the team a great interest in natural language processing, as well as far too many books and swords. In his spare time, he enjoys fencing, sewing, and woodworking.


Shreya Rajput

Applied Machine Learning Scientist

Shreya is a data scientist with a strong foundation in applied Machine Learning, Data Analysis and Software Programming. A Computer Engineering MEng from the University of Toronto, she explores the latest techniques and algorithms in ML, applying them to unsupervised learning problems such as fault prediction and forecasting. Her data science experience also includes deep learning and GPU programming; balanced with industrial experience in programming automotive electronics.


Safa Abbas

Applied Machine Learning Scientist

Safa is an early career ML Engineer who recently graduated from Queen Marys University of London with first class honours in BSC Mathematics and Computer Science. During her studies, she completed out a number of successful internships and placements including a year at Filament where she worked on high profile NLP projects in finance and ESG. Her final year degree dissertation was based on the ASV Spoof challenge around exploring detecting spoofing in automatic speaker verification. Safa is a highly driven individual who is passionate about problem solving, building high quality software and her own continued personal development in the machine learning and software engineering spaces. In her spare time Safa enjoys painting and playing netball.


Ayesha Hafeez

Lead Machine Learning Engineer

Ayesha (MEng in Computer Engineering, University of Toronto) has experience across both Machine Learning and Software Engineering. She has 3 years of industry experience having worked at Markdale Financial Management in Toronto, Accenture in Dubai and Etisalat in Abu Dhabi. She holds a BSc in Computer Engineering from the American University of Sharjah, UAE. In addition to supporting our ML efforts, Ayesha has experience in full-stack web and mobile development (React JS, Angular JS, Java, Node JS and Python among others).


Atul Grover

Machine Learning Engineer

Atul is a Computer Engineer with a Master’s degree in Computer Engineering from the University of Toronto. His work both before and during his time at Filament has focused on integrating Machine Learning (especially computer vision) to streamline industrial processes. He is a strong advocate for trustworthiness in ML, and has developed a novel watermarking scheme to enforce copyright infringement laws in cases of “model extractions”. Outside of Filament, Atul volunteers teaching robotics to young people to help them develop their skills in and passion for STEM

Product & Project Delivery

Jack O’Connell

Client Delivery Lead

Jack is a Client Delivery Lead at Filament. Graduating from the University of Birmingham in 2011, Jack has over 5 years experience working as a hybrid account and project manager in leading digital agencies, specialising in design and build projects. During his time in the industry, Jack has managed a wide range of digital projects and relationships for global brands including Unilever and Mondelez.

Josie Jordan

Client Delivery Manager

Josie joined Filament from an events startup where she was responsible for the operational delivery and marketing of over 100 events, with speakers from Google, JustEat, The Guardian and Deliveroo. Previous to this, Josie studied English Literature at Oxford University. She brings her skills in marketing and relationships management to help deliver projects.

Daniel Pereira

Client Delivery Manager

Before joining Filament North America in Toronto, Daniel spent four years at Visual Compliance, a leader in the Export Compliance Software space, where he managed implementation projects and client relationships for a suite of customers that included some of the largest companies in the world across various industries. Daniel holds a Bachelors of Business Administration from The University of Guelph-Humber and a MSc. in Management from Nova School of Business and Economics in Lisbon.


Amrit Kaur

Client Delivery Manager

Amrit studied Advertising and Branding at the University for the Creative Arts and has always taken on the role of managing teams. She has over 10 years’ experience in the digital arena, managing large project builds, to tools and tactile campaigns. Her client portfolio spans across an array of industries, including banking and FMCG brands across the globe.


María Clara Fercovic De la Presa

AI SaaS Product Design & Strategy Lead

María Clara is a KTP Associate with the University of Essex, working on SaaS business models research and as Product Designer for EBM. She holds a MA degree in Education and Technology (UCL), a Journalism BA (Pontifical Catholic University of Chile), and a Diploma certificate in Digital Communication (University of Chile). Her academic research has focused on HCI, digital technologies design and usability. She worked for six years as Information Architect and Project Manager at the Digital Media Department of the University of Chile.

Software Engineering

Mike Tunnicliffe

Head of Software Engineering

Mike has over 16 years experience working as a software engineer in IBM’s UK Runtimes team. He spent 10 years working with the IBM Java Virtual Machine, helping to diagnose and solve deep technical issues with customer applications from the OS level upwards. He was also involved in porting the V8 JavaScript engine and Node.js to the IBM Power platform, and developing the Kitura web framework and code generator as part of the Server-side Swift effort. He has joined Filament to lead development of the Engine project to ensure it will provide a solid foundation on which to build machine learning solutions.

Alexander Horsfield

Lead Solution Architect

Alex is a backend engineer, designing and implementing the architecture of Filament Dash. This includes work in complex data ingestion and processing to support the training of bespoke AI solutions. He graduated with a Masters in Electronic and Computer Engineering, after which he worked for IBM on the development and service of IBM Integration Bus, a workflow-based server runtime application.

Max Jenkins

Lead Back End Engineer

Max joined us straight out of University where he graduated with a First Class (Hons) degree in Computer Science. Previously he spent a year working at IBM as part of their CICS Liberty testing team, ensuring code quality across a range of products. At Filament Max builds and tests our AI solutions.


Jessica Asuncion

Full Stack Engineer

Jessica is a full stack developer, primarily focused on the implementation of bespoke solutions for North America. She joins us from Deloitte Digital Canada, where she worked on client engagements in various industries such as financial services, education, and housing. Jessica holds an Engineering Science degree in Software Engineering from the University of Western Ontario.

Liz Logan

Full Stack Engineer

Liz is a software engineer in the chatbot team at Filament with a degree in Chemical Engineering and Computer Science. Prior to joining she spent 2 years in Silicon Valley at Cisco and IBM Research building web applications and working on Watson Knowledge Graph. Following this she worked at IBM Hursley in the Emerging Technology team focusing on AI solutions for IBM clients.


Logan Corey

Full Stack Engineer

Logan is a full-stack Solutions Developer in the Toronto office, working across all of our projects. Before joining Filament, Logan worked at RBC, Sunlife and most recently the law firm Osler Hoskin & Harcourt, where he was a Web Developer for 2 years. He is a graduate of the University of Toronto.


Usman Ali

Full Stack Engineer

Usman has a first-class degree in Software Engineering from the University of Bedfordshire. Previously, he worked as a Full Stack Developer in the Telecoms and Fire alarm industry building products which included fire alarm monitoring dashboards, IT services management portals and mobile applications. He also has an MSc with a thesis focused on reducing false alarms using machine learning. He works with technologies such as React, Node.js, Python and Java.


Victor Vinci

Front End Engineer

Victor used to be a Senior Community Manager in Brazil, working with Marketing and Social Media full time. He decided to be more involved in the digital world and became a front end engineer to build solutions and interfaces using web technologies. At Filament AI, he is using his old and new skills to maintain and develop Filament’s product interfaces.


Sam King

Back End Engineer

Sam joined us after completing an apprenticeship at Eastleigh Borough Council and achieving a First Class (Hons) degree in Computer Science. He has 5 years experience in back end development, including working on Eastleigh’s CRM system, and works at Filament on the Enterprise Bot Manager.

Developer Operations & Quality Assurance

Daniel Atkinson

Lead DevOps Engineer

Daniel leads the DevOps function in Filament and provides strong expertise in systems support, hosting and data security. He also has practical skills in hardware prototyping, having designed and built a range of prototypes that leverage IoT and 3D printing. Daniel graduated with a Computer Science Degree from Aberystwyth University and has and over 5 years experience in infrastructure management, support and systems development.


Tom Moran

DevOps Engineer

Tom spent 6 years across IT Operational and Software Development roles in the aerospace industry before joining Filament. Tom brings an enthusiasm for applying development to simplify and optimise operations through automation. Tom graduated with a BEng Robotics degree from the University of the West of England.

Michael Pitman

Lead QA Engineer

With help of his Masters in Physics and his attention to detail, Michael has spent the last 3 years becoming a QA generalist. He has worked tirelessly to become a trusted authority on end to end automation and performance testing. Based on his exposure to a number of projects at Filament, he has been instrumental in ensuring enterprise-grade quality within our EBM and Syfter products.


Sophie Deering

QA Engineer

Sophie has a background in Project Management having spent two years managing software delivery projects in insurance but made the move to QA to nurture her passion for working more directly with technology. Now, as a QA Engineer at Filament, she is developing her knowledge of testing processes and looking to further advance in programming in order to support automation testing effort.


Reena Garha

QA Engineer

Reena has more than 10 years of experience in software quality. With excellent attention to detail and a passion to deliver quality products, she loves working in quality assurance and takes great pride in delivering high quality software to our customers. Reena’s experience working in domains like Anti-virus, identity checks and communications solutions, have helped her to learn to quickly adapt and incorporate domain knowledge necessary to quality assure highly technical and niche products. She has a special interest in making testing processes better and efficient via modern QA approaches including end-to-end automation testing solutions.