Our Leaders

Metail's management team was hand picked to change the world of fashion.


Tom Adeyoola

CEO & Founder

Tom is the CEO and founder of Metail, the revolutionary body shape and garment fit visualisation company. An Economics graduate from Cambridge, Tom’s career has spanned all forms of new media, from Sportal to 3 and most recently as Head of Gaming at Inspired Gaming Group. Tom has also founded the Cambridge technology start-up recruitment fair Silicon Milkround Cambridge, has been an active member of the UK government’s DCMS Think Tank on the Convergence of Media (2009), a Demos working group on technology legislation and is the inspiration behind the launch of the government’s Seed Enterprise Investment Scheme (SEIS). Tom is also a patron for the creative industries incubator MeWe360 and a Non-Executive Director of emerging personal wellness technology startup Chiaro.

Spends his spare time on:
Skiing, new media (DCMS Media Convergence Think Tank 2008 member), comedy (Non-Exec Director of Redundant Productions), watching films.


Jim Downing

Chief Technology Officer

Jim runs the development team mixing a passion for software development with a strong focus on building robust systems and processes. After graduating with a Masters in Engineering from the University of Cambridge, he has worked in roles and sectors spanning from consulting on financial services application performance to architecting academic software to working on information standards development. He joined Metail from the University of Cambridge where he ran a portfolio of R&D projects, including the Microsoft OREChem project.

Spends his spare time on:
Playing cricket, playing guitar, gardening, windsurfing and brewing beer.


Kelvin Au

Chief Financial Officer

With a first class Computer Science degree from Imperial College and a geek at heart, Kelvin has spent the past decade immersing himself in the world of technology and venture capital, having been a proud investor in Metail since 2008. Prior to Metail, Kelvin was a venture investor at DFJ Esprit, one of Europe’s largest technology VC funds focusing on the internet, software and mobile sectors. Kelvin also worked at Credit Suisse and HSBC where he provided M&A and financing advice to technology companies globally, and at IBM responsible for product development activities of their proprietary Java platform.

Spends his spare time on:
Meeting entrepreneurs, keeping fit, being a food critic and a vivid tour guide.


Mark Hodgson

Chief Commercial Officer

Mark is Chief Commercial Officer for Metail, responsible for the company’s global growth and market share. Throughout his 20-year career in tech, Mark‘s passion has been solving everyday problems through technology, and coaching people to realise their potential. Prior to Metail, Mark was at Google, where he held several sales and operations roles including Global Head of Google’s Partner Program for its Enterprise division, during which time Google’s partner sales grew to be the no.1 revenue channel for Google in the Enterprise. Before Google, Mark was at Microsoft for 15 years, based out of the US and UK. In 2009, Mark received Microsoft’s Platinum Circle of Excellence Award, Microsoft’s highest honour, in recognition of his contribution to small and medium business growth. Mark is actively involved in supporting tech start-ups in the UK, is a start-up advisor at MindSauce (micro-consulting platform), and an Advocate at Tech London Advocates. Mark is also a Fellow of the Royal Society of Arts.

Spends his spare time on:
Family, trying to stay fit, cookery, Trustee at Bowel Cancer UK; Patron of WordsfortheWounded.co.uk


Sarah Walter

Chief Creative Officer

Sarah went straight from Central St.Martins to Vogue where she indulged her love of imagery alongside the best in the industry. A three year adventure film making, travelling and running safaris in Southern Africa followed and on returning to London Sarah became Fashion Editor at Harper’s Bazaar followed by Fashion Director at Marie Claire. Sarah made the then unusual jump into retail in 2000 when she joined New Look as Head of Fashion Communications and embarked on a series of campaigns with Kelly Brook, Lily Allen, Giles Deacon and Drew Barrymore to heighten the brand’s appeal. After a three year stint as Director of Fashion Communications at River Island Sarah set up her own e-commerce business style-passport in 2010. Sarah joined Metail as Chief Creative Officer in December 2013.

Spends her spare time on:
Gardening, yoga, hill walking in Wales and ploughing through HBO box sets.


Simon Cromarty

VP of Engineering

Simon heads up our product engineering teams. He has spent the last decade breaking the mould of the “senior management” stereotype with his trademark “pirate” persona, and honest, collaborative, (and occasionally humorous) approach to leadership.  He specialises in bridging (and bringing together) the divide between product development and commercial business teams.
After graduating from Plymouth with a degree in Computing & Informatics; Simon spent his early career at Oracle becoming their domain expert on product pricing technologies. Through a decade of technical roles and business interaction he developed a passion for exploring how agile ways of working could radically improve the industry and in the mid 2000’s he joined the leadership team at GE Energy (General Electric) in Cambridge. He’s worked in a range of leadership roles ever since and his career spans almost all aspects of working in the software product industry.
Simon joins us from Worldpay where he held two roles; one leading their ecommerce gateway development organisation, and a second covering their worldwide agile transformation.

Spends his spare time on:
Taking frequent opportunities to attend gigs and adding to a growing music collection on an almost weekly basis.
Collects spiced rums, and travels to (in his words) "places with rocks, trees, and water".

London Team

Home to Marketing, Products, Design, Photography, Business Development, Operations (daily meditations and Friday cocktails)

Tom Dalziel

Tom Dalziel

Photography Operations Manager

Lucia Gillett

Lucia Gillett

HR and Finance Manager


Marta Lenzi

Senior Stylist

Vikesh Shah

Vikesh Shah

Commercial Director


Wolfgang Jung



Emily Wong

Digitisation Analyst


Campbell Easton

Data Analyst


Dilyana Atanasova

CP Quality Control Executive


Kate Rodger

Account Manager


Natasha Walton

Composed Photography Work Management Executive

Cambridge Team

Home to R&D, Web Development, Data, Visualisation, Systems and Line of Business Tools (weekly yoga, tech events and Friday cocktails)


Thomas Athorne

Software Engineer


Robert Boland

MeModel Crew Director


Yu Chen

Research Director


Chisato Fujii

Junior Data Designer


David Gavilan

MeModel Engineering Manager


Andrew Keedle

Senior Clojure / ClojureScript Engineer


Matthew McDonnell

Data Scientist


Ray Miller

Web Systems Lead Engineer

Zoe O'Connell

Zoe O'Connell

Senior Systems amd Devops Engineer


Gareth Rogers

Software Engineer


Dongjoe Shin

R&D Engineer


Richard Taylor

Web Engineer


Craig Thomas

Senior Development Operations Engineer

Joe Townsend

Joe Townsend

Garments Tech Lead

Nick Day

Nick Day

Retail Tech Lead


Nick Maidment

Technical Release Manager


Rob Jinman

Junior Web Application Engineer


Sukrit Shankar

R&D Engineer


Erika Nitsch

Data Scientist


Kevin Herbert

IP Manager


David Chalmers

Research and Development Support Manager

See the results for yourself

Excite your shoppers with a taste of the future of online fashion.