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.


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 and Operations

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 Product Engineer

Lucia Gillett

Lucia Gillett

HR and Finance Manager


Marta Lenzi

Studio Manager

Vikesh Shah

Vikesh Shah

Commercial Director


Wolfgang Jung



Campbell Easton

Data  Analytics Engineer


Dilyana Atanasova

Operations & Quality Coordinator


Kate Rodger

Account Director


Natasha Walton

Client Delivery Manager


Sarah McComish

Operations Quality Analyst


Emanuela Palmeri

Head of Operations


Lubna Hussain

Operations Quality Analyst


Conor Paterson

Data Analyst

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

Senior Data Science Engineer


Robert Boland

Head of Product  Engineering


Yu Chen

Research Director


Chisato Fujii

Software Engineer


David Gavilan

Lead Software Engineer


Andrew Keedle

Senior Software  Engineer


Ray Miller

Principal DevOps Engineer


Gareth Rogers

Senior Data Science Engineer


Dongjoe Shin

R&D contractor


Craig Thomas

Senior Software  Engineer

Joe Townsend

Joe Townsend

Lead Software Engineer

Nick Day

Nick Day

Lead Software Engineer


Nick Maidment

Senior Engineering  Manager


Sukrit Shankar

Senior Research Engineer


Erika Nitsch

Head of Data


Kevin Herbert

IP Manager


Laurence Chaffey

Junior TechOps Engineer


Caroline Appleby

Junior Developer


Andreas Andriotis

Data Scientist


Daniel Badea

Senior TechOps Engineer


Mainda Kiwelu

Senior Product Manager

See the results for yourself

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