Our People

Driven by our values of approachability, diligence and discovery, we are passionate about using our technology to help solve your business challenges.


We are bold. We are inquisitive. We always ask: Is there a better way? This challenger mindset is at the heart of the Local Data Company. We’ve created a diverse and supportive working culture that is both flexible and inclusive, making it an exciting and enjoyable place to work. We are always looking for like-minded people to join our dynamic team

Leadership Team

Mark Hurley

Mark is a serial technology and med-tech entrepreneur, with a proven track record building and selling a number of companies throughout his career.  In addition, Mark has advised the leadership teams of two major UK universities with regard to strategies to commercialise intellectual property and raising venture capital. Mark has been chair of Local Data Company since 2013.

Barnaby Oswald
Co-Founder & Managing Director

Barnaby started his first business in 1998, e-street.com, where as COO he was instrumental in the development of the online classified advertising business, including partnerships with Evening Standard, Microsoft and Visit London. Barnaby co-founded the Local Data Company in 2003 where as Managing Director he has been responsible for the growth of the company from a start-up to an established business with 70 staff. Barnaby is a keen cyclist, having completed the Rapha Manchester to London ride – 350km in a day – in 2015; and most recently in 2017 the Marmotte Challenge.

Ivana Mogin
Technology Director

Ivana joined the Local Data Company in 2010 and leads the company’s technology team in development of solutions across wide range of platforms, from mobile technology, data warehousing and Web applications, to company innovation projects such as measuring footfall on the high streets using bespoke, in-house developed technology and data science. Ivana has 20 years experience in development and business analytics and has the unique gift of conveying client dreams into reality, which has resulted in LDC being at the forefront of data modelling, visualization and dashboards. She is also responsible for challenging all we do with the question ‘So what?’. In her spare time Ivana maintains her high standard of swimming followed by visits to art galleries and listening to jazz. Ivana was appointed as a Director in December 2016.

Veronique Salle-Fertat
Operations and People Director

Veronique joined Local Data Company in 2008 having spent 15 years working with large research and client facing teams in both France and the UK.
She has established critical research processes and procedures to ensure LDC data is of the highest quality. Appointed as People Director in 2016, Veronique is part of the LDC Board and fully involved in setting up the company strategy, including the human resources policies to attract talent and to enable each individual to achieve extraordinary results. At LDC, she is focused on developing staff skills, knowledge and positive attitudes. Veronique holds a Masters Degree in Business Psychology and is qualified as an accredited coach. Her passion is in understanding people, understanding what makes them progress, grow and develop.

Melissa Edwards
Finance Director

Melissa joined the Local Data Company in 2016 following a short career break after working for national grid in a variety of financial and operational senior management roles. She has a degree in economics and went on to train with PriceWaterhouse in 1995. In her spare time Melissa enjoys walking her black lab Blake, is treasurer of Bough Beech Sailing Club and is a trustee for a school charity.

Nav Jass
Executive Assistant to Barnaby Oswald, Veronique Salle-Fertat, Ivana Mogin

Nav joined the Local Data Company in 2016 as Executive Assistant to the leadership team after spending five years as a personal assistant at luxury retailer Harrods. Nav is now well established as the go-to person for anything related to the smooth running of the office or social activities as well as managing some very busy diaries! Outside of work she likes to travel, find quirky cocktail bars in London and abroad and is also a talented baker, although she doesn’t eat it herself! 

Lucy Stainton
Head of Retail and Strategic Partnerships

Lucy joined the Local Data Company with extensive experience from her time at CACI and now heads up commercial relationships across the retail, leisure, advisory, investor and private equity verticals. Lucy’s current role involves building and maintaining long-term relationships within some of the UK’s leading brands, working in partnership with occupiers and investors providing data, technology and analytics to power location strategy, competitor tracking, due diligence and portfolio optimisation. Outside of the Local Data Company, for the 6th year now, Lucy also works with the Retail Trust and is Chair of the organising committee for the Retail Trust London Celebration; a flagship event on the industry calendar.

Operations Team

Katie Shaw
Senior Manager - Operations

Katie is one of our longest-standing team members, having joined the Local Data Company in 2008. In that time she has lovingly watched Margate turn its fortunes around from one of the most challenged towns into the success it has become today. She continues to be its biggest champion! Katie manages both the field research and data quality control teams, having worked her way up from a data entry clerk when she first joined the business. She loves to travel and is an aspiring writer of short stories.

Kayleigh Ahearn
Research Executive

Kayleigh started at the Local Data Company in 2010. This was her first full-time position and she has never looked back. Her responsibilities include data quality control, updating our database of multiple retailers and maintaining supplier relationships. Kayleigh is a devoted mum and can be seen most weekends hanging upside down on climbing frames with her son.

Anthony Wheatstone
Field Research Coordinator

Anthony is originally from South Wales where he spent 10 years working for the Office for National Statistics in Newport. He moved to London in 2010 and joined the Local Data Company’s Operations team. His responsibilities include quality checking data sent in by the field research team and ensuring the database is kept up to date through monitoring of external sources such as websites, news articles and other sources of data. In his spare time, Anthony is a practitioner in all things Divination. He reads tarot cards, astrology charts, numerology reports and even owns a crystal ball…

Alison Callaway
Field Research Coordinator

Alison joined the Local Data Company in March 2015 having worked for 22 years in Product Development in the greeting card industry. She now works as part of the data quality control team, verifying data that comes in from the field and keeping our data on multiples up to date. She also is responsible for the installation and ongoing maintenance of clients’ footfall devices. She is a keen crafter and regularly sells handmade items at craft fairs. She also does as much as she can protect hedgehogs which are declining rapidly in the UK.

Will Bristow
Data Quality Controller

Will is a member of the data quality control team and works beside his colleagues verifying data sent in from the field to ensure that the Local Data Company database is kept as accurate as possible. Will is our resident musician; he has a Music degree from the Royal Welsh College of music and drama and plays the Horn with his brass brand who compete in championships up and down the country. Previous work experience includes various roles involving data cleansing including time at technology firm, Cisco.

Joe McShane
Data Quality Controller

Joseph is one of our Research Executives who works diligently ensuring that our retail and leisure database is kept up to date and accurate. Joseph’s role at the Local Data Company provided him with a change of direction from previous roles in event management. He worked at events such as F1 UK, Crufts and the Royal Windsor Horse show. He has not one, but two degrees in Pharmaceutical and Organic Chemistry. Joseph has been part of the quality control team since 2019.

Kelly Hutchinson
Data Quality Controller

Kelly joined the operations team as Data Quality Controller in December 2019 (just in time for the Christmas party!) and has plenty of experience in quality control as she previously worked as an environmental technician, conducting indoor testing in homes and workplaces. Kelly is our only team member from the Southern Hemisphere as she originates from New Zealand.

Fraser Brown
Data Quality Controller

Fraser joined the Local Data Company in 2020 as a Data Quality Controller and is part of the team responsible for the high level of accuracy LDC data is known for. This role is a change for Fraser who holds a Masters in Forensic Psychology and previously worked in a residential support home supporting patients with mental health needs. In his spare time he practices three disciplines of rock climbing, bouldering, top roping and lead climbing.

Sales, Marketing and Analyst Team

Sarah Phillips
Senior Manager - Marketing & PR

Sarah joined the team in 2016 and is responsible for the management of all marketing channels for the Local Data Company. Having always worked in B2B, she brings with her varied experience in online and offline marketing including content marketing, events and digital. In her spare time Sarah enjoys theatre and comedy and can be seen jogging around the small Oxfordshire town she calls home.

Ronald Nyakairu
Senior Manager - Insight and Analytics

Ronald has a Masters Degree in Business Analytics which focused on the analysis of consumer habits in the tourism sector. He has worked at the Local Data Company since 2014 and now heads up the insight team which supports our retailer, property, landlord and local authority client base. he has worked on projects on retail redevelopments, planning proposals and appeals, due diligence, pre-acquisition due diligence, market studies and investor strategy. He also works closely with our academic partners at five universities, supporting the development of new research in the retail sector, as well as supporting over 40 PhD, Masters and Graduate students. He has regularly contributed to media coverage and has featured in the FT, The Telegraph, The Guardian and The Sunday Times, as well as speaking at events for Retail Week, Blackrock and RPA.

Hannah Badley
Graphic Designer

Hannah has been part of the team since September 2018 and works part-time whilst looking after her three children. Hannah is responsible for the development of the Local Data Company’s visual identity and brings with her expertise in branding, web design and data visualisation.

James Anderson
Insight Analyst

James joined the Insights team at the Local Data Company in 2018 where he uses a combination of analytical techniques and expert industry knowledge to provide clients with a better understanding of their market, their competitors and support them with strategic decision making. James' work has been picked up across multiple national news platforms including BBC and ITV news. James also works regularly with the Ministry of Housing, Communities and Local Government to aid with their Future High Street Fund in preparing town centres for the future. Prior to his position at the Local Data Company, having completed a Masters in Mathematics from the University of Manchester, James worked as a Data Analyst for the Environment Agency where he worked on data visualisation.

Leanne Okike
Sales and Marketing Team Assistant

Leanne joined the Local Data Company in 2019 as a Team Assistant to the Sales & Marketing team. She is responsible for assisting the whole team but predominately supporting Lucy (head of retail) with diary management and general administration tasks. Leanne is also involved with organising social activities and charity fundraising in the office. Leanne has a background working in financial services and completed a business studies apprenticeship after leaving sixth form. She is a big lover of dogs and in her spare time she loves to travel.

Emma Bowen
Client Services

Whilst studying for her degree in Geography at the University of Reading, Emma held many job roles in the customer service industry which has led to her client focused approach. Emma’s love for travel meant that after she graduated, she travelled to Australia where she spent six months embracing the lifestyle and seeing all the sights.”

Katie Girdwood
Business Development Manager

Katie joined the Local Data Company in 2019 and is responsible for building new business relationships in the retail property and investment space. From her previous roles in the retail industry, Katie brings with her an extensive understanding of the sector and takes particular pride in building strong, lasting relationships with clients. Outside of the office she enjoys travel, reading and boxing, and is also a keen baker.

Maddie Malone
Insight Analyst

Maddie joined the insight team at Local Data Company in 2019, where she is focused on supporting clients with strategic decision making through a combination of analytical analysis and industry knowledge. From her previous role in the retail industry, Maddie brings with her an extensive understanding of the sector. Prior to her position with the Local Data Company, Maddie completed her degree in Geography at the University of Leeds. She enjoys travelling in her spare time.

Technology Team

José Copovi-King
Project Manager

José has been managing complex IT software development projects for over 10 years now – including the re-design of a complex supply chain migration tool working with technologies ranging from SQL, Hadoop, and Google’s Compute Engine. José is a passionate advocate for Agile methodologies and in his last two roles he successfully led the transformation towards Agile methods of working, thinking and collaborating – to drive productivity and improved communications. At the Local Data Company, José works with a team of talented developers and data scientists and more recently has led the development of a cutting-edge footfall sensor and many, complex supporting systems. In his spare time, José likes to code, hit the gym, travel and walk his dog.

Aidan Booker
Senior Software Developer

Aidan has worked at the Local Data Company since 2012. Before joining Aidan was involved in hardware maintenance, giving him a well-rounded knowledge of all things technical. Aidan enjoys short walks on the beach (long ones are far too close to exercise and take you out of range of the WiFi…) and he spends most of his spare time running around after his two children, affectionally nicknamed the ‘noise machines’.

Alistair Jones
Data Scientist

Alistair is our resident Data Scientist and has been focused on research and development of new technologies to progress our data and product ranges. He focuses mainly on developing algorithms which can turn transmitted data into comprehensible counts for clients. He also supports innovation across the business, answering questions on all things data for new products and metrics. Alistair has a Masters in Applied Mathematics from King’s College London and a Masters in Mathematical Physics from The University of Edinburgh. He is also a keen rugby fan and recently visited Japan for the rugby world cup.

Carl Nicholls
Software Developer

Tanu Vyas
Software Tester

Tanu joined the Local Data Company in 2019 as a Software Tester in the technology team. Most recently, she has been running a comprehensive set of tests on the footfall management app & installer mobile app for the Local Data Company’s new footfall counting systems. She has a degree in Computer Science Engineering and has more than seven years of experience as a Software Tester working for different businesses in the US & India. Outside of work, Tanu has a passion for dance (having achieved a 6-year Diploma in Indian Classical dance), is a Chairperson of PTA at her son's school and loves to play cricket and badminton.

Ian Glass
Senior Software Developer

Ian has spent 20 years working in IT, starting out at a programmer in the defence sector and is happiest when he gets to be hands-on with code. Ian joined the Technology team in 2019 and has been brought in to work on the range of proprietary technologies that form our footfall tracking product. He is a self-confessed ‘unusual sports’ fan having played ultimate frisbee in the past. He now enjoys a game of SUP Polo, which is Polo, but played on a stand-up paddleboard!

Shubham Pandey
Software Developer

Shubham joined the Local Data Company in 2019 after finishing his PhD in Applied Mathematics where he was studying a model of real life hide and seek scenarios. Before that he completed a Masters in Non-Equilibrium systems at Kings College London. He is passionate about technology and programming and is currently working on an address-matching project for the business. In his spare time we likes to work out his mind and his body by playing chess and badminton.

Lorenzo Manzoni
Development Support

Lorenzo joined the business at the start of 2020 and is provides critical technical development support for the IT team. He has an extensive background in technology and has experience designing and developing hardware (e.g. PIC) and software (e.g. C to Java, Web-oriented languages and SQL). He is an aviation enthusiast and is working towards getting his PPL (Private Pilot Licence). When not flying at altitude, Lorenzo can be found at the Royal Opera House, or refreshing his skills with his acoustic guitar.


For more information on vacancies, how we maintain our unique business culture or what it’s like to work at the Local Data Company, take a look at our careers page.