Edward Staite

Communication Adviser & Performance Coach

Edward has helped presidents, prime ministers, business leaders, global brands, start-up founders and multi-national companies to communicate better for over 20 years. He has helped build high performing teams, grow businesses, secure funding and win elections in Europe, North America, Africa and the Middle East. Previously he was a communications strategist and press secretary for David Cameron, George Osborne and Boris Johnson.

Natasha Asher-Relf

Marketing Communications Manager

Natasha has over six years' experience in public relations, most recently holding the PR Manager role at LG Electronics. Her background is in the technology and consumer sectors, working for businesses such as Amazon, Panasonic, and Whitbread.

Serena McCutcheon

Head of Operations

Before True, Serena was an Executive Assistant at Global Insurance firms JLT Specialty and Zurich Insurance.

Sarah Gauld

EA to CEO and CCO

Sarah has been working as an Executive Assistant in London for eight years. Prior to True, Sarah held roles working for the owner and Chairman of New Scientist and at Immediate Media.

Jessica Lamb

Operations Assistant and PA to Directors & CFO

Jessica looks after the needs of the office and the True team. Jessica has worked in several retail and hospitality roles, most recently leading the reception duties at a busy City gym.

Alexandra Robertson


Alex is the first face you see at True, welcoming all True guests and responsible for the smooth running of the Hub. Prior to True, Alex worked in the hospitality sector completing a winter season working as Head Chalet Host in Austria.