True hires Notonthehighstreet’s Ella d’Amato to board as Portfolio MD & CMO

Notonthehhighstreet’s former CMO and CCO Ella d’Amato has joined True as a Portfolio MD, CMO, and True board member, to support our growing portfolio of disruptive brands as we solidify our purpose-driven approach to investment. Hiring a consumer brand C-suite executive as a Portfolio MD – rather than a private equity professional – demonstrates the lateral thinking that sits at the centre of True, and the different way in which we believe investment firms can run.

Ella’s most recent roles at NOTHS, during a period of rapid growth and while under private equity ownership, mean that d’Amato is uniquely placed to deliver the commercial acumen that is sensitive to the needs of growing brands with investor-backing, as well as the experience to support the development of True’s brand proposition. Additionally, as notonthehighstreet is a purpose-driven business, d’Amato comes to True with the mindset of ‘doing business for good’ – a mantra that our Co-founders, Matt Truman and Paul Cocker have ingrained into the own business.

True CMO & Portfolio MD Ella d’Amato says: “It was super clear after meeting with Matt and Paul that they are reimaging what an investment firm should be with their new approach and business model. They have developed a unique brand in the sector and I cannot wait to build that our further with the team. Their consideration and passion for the people they employ – both directly, and indirectly across their portfolio – is abundant, and is what drew me to wanting to work with them. Helping businesses to grow the right way has become my passion and I am excited to work along such an ambitious and growing team.”

Prior to her role at notonthehighstreet d’Amato was CEO of Omnicom’s Content agency, DRUM and sat on the Omnicom Media Group board, clients included; PlayStation, Estee Lauder, HP, John Lewis and many more, therefore she brings to her roles a wealth of knowledge that will support the growth of True’s portfolio of disruptive consumer brands that include: women’s loungewear hush, organic kidswear label Frugi, British cycling brand Ribble, online furniture retailer The Cotswold Company, healthy food group Soulfresh and virtual fitness community Zwift.

True Co-founder Paul Cocker says: “In Ella we have been lucky to find a leader with a unique blend of commercial and marketing acumen, and loads of personality, whose values also align with True’s – to use business as a force for good. This combination of skills and attributes will benefit not just our portfolio businesses immensely but our own brand too. With the recent launch of our new fund, we have incredible momentum across the firm and Ella’s arrival is another positive leap forward on a journey that keeps getting better.”

The hire comes at a time following a number of key milestone accomplishments including raising a new £275m private equity fund and becoming one of only a few investment firms globally to achieve B Corporation Certification. As part of this we are committed to building a firm that is even more diverse, inclusive and supportive for the team, which has materialised through initiatives, such as access to workplace mental health platform Unmind for all its directly and indirectly employed staff. We are proud to have excelled in the area of ‘people’ and was named as one of the Best for the World™ B Corps of 2021. Ella will play a large role in bringing to life our people-centric approach to business and building the True brand.

21 July 2021