Matt Truman

CEO and Co-Founder

Matt has been involved in the retail and consumer sector for 16 years. Graduating from the University of London with a 1st class degree in business and economics, he began his career at Deloitte before joining Lehman Brothers as an equity analyst, where he was made Head of Retail. He subsequently joined JP Morgan where he led the European retail franchise. Over his 13-year career in the City, Matt advised a collection of the largest and most disruptive retailers in the world. He co-founded True with Paul Cocker in 2008, initially as a private investment vehicle to build and ultimately realise his own e-commerce business in his spare time, before launching the business full time in 2013.

Matt sits on the board of True portfolio companies: Ribble Cycles, The Cotswold Company and Tyres on the Drive.

Paul Cocker


Paul started his 20-year retail and consumer career at Deloitte, meeting Matt in the process. He then spent seven years as a corporate financier while at the same time, joining forces with Matt to build AlexandAlexa and subsequently launch True. 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, Tyres on the Drive and Frugi.

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 leading industry partner programme. As a PwC chartered accountant, Mike worked with BAT, Glaxo, SAB and Associated Newspapers. Then, at investment bank, Cazenove, he led advisory relationships, including ones with Tesco and Booker, focusing on research. He was also involved in the IPOs of Burberry and Inditex. Mike moved to UBS where he advised Sainsbury's and Greggs and led Ocado’s IPO.

Will Pearson


Will began his career at Deloitte, meeting Matt and Paul in the process, and subsequently spent twelve years at GE Capital holding several CFO and senior finance roles.

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.