Matt Truman

CEO and Co-Founder

Matt has worked in the retail, consumer and technology sectors for the last 20 years as entrepreneur, analyst, advisor and investor. Prior to founding True, Matt led both JP Morgan’s and Lehman Brothers’ retail franchises where he advised and analysed the largest and most disruptive retailers across the world including Ocado and Tesco. Simultaneously, Matt, alongside Paul, invested in and built, with a realised exit to Tiger Global. As CEO of True, Matt is responsible for the firm’s strategy, its key stakeholder relationships, deal origination and investment strategy, working across the three unique pillars of the business to deliver reciprocal advantage across our live network.

Paul Cocker


Paul focuses on True’s investment portfolio, whilst also ensuring that True delivers against its long-term strategy.
Paul sits on the board of The Cotswold Company, Ribble Cycles, Frugi, Soulfresh and Hush.

Zillah Byng-Thorne

Board Adviser

Zillah sits on True's Board of Directors as Non-Executive Board Director. Zillah is CEO of Future PLC and with prior experience leading and growing high-profile consumer and media brands including Paddy Power Betfair, Trainline International and Auto Trader, Zillah adds invaluable insight to True’s senior leadership, supporting True’s strategic vision.

Mike Tattersall


Mike heads up True’s corporate Partnership programme. At PwC, Mike worked with BAT, Glaxo, SAB and Associated Newspapers before moving into investment banking at Cazenove where he led advisory relationships, including ones with Tesco and Booker and was also involved in the IPOs of Burberry and Inditex. Mike then joined UBS where he advised Sainsbury's and Greggs and led Ocado’s IPO. As Chief Commercial Officer at True, Mike oversees relationships with corporate Partners including Shell, Coca Cola European Partners, Johnson & Johnson Consumer Health, Primark, M&S, Morrisons, John Lewis & Waitrose, TJX Inc, Abercrombie & Fitch and Pret.

Will Pearson


Will began his career at Deloitte, meeting Matt and Paul in the process, and subsequently spent twelve years at GE Capital (~$600bn AUM) holding several CFO and senior finance roles including the CFO of GE Leveraged Finance a $7bn AUM business.

Will leads all the Finance, Operations and Compliance activities of True alongside working closely with each of our PE portfolio companies. Will sits on the boards of Ribble Cycles, The Cotswold Company and Soulfresh.

Rakhee Patel

People & Culture Director

Before joining the True team, Rakhee worked across multiple leadership roles for 10 years at Pentland Brands. Specialising in HR and organisational development, Rakhee is also an accredited performance coach.

Ella d’Amato

CMO & Portfolio MD

Ella joins True as CMO and Portfolio MD from notonthehighstreet, where she was formally CCO and CMO. 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 bringing to her roles a wealth of knowledge that will support the growth of True’s portfolio of disruptive consumer businesses and True's own distinct brand.