Meet The Team

Our people help mid-market companies and investors make successful investments by providing clear, strategic and practical operational recommendations. Interested in joining the team?

Learn more about what it’s like working for Armstrong and how to get in touch


Mike Callow

Mike has a deep understanding of the application of technology for competitive advantage across sectors. Mike started his career at PwC Strategy and has held various roles in corporate finance and principal investing.

Peter Cookson
Managing Partner

As our Managing Partner, Peter is responsible for Armstrong’s day-to-day operations. Prior to Armstrong, Peter worked in asset-backed and real estate finance for many years, including in the US and France. He uses his background in managing balance sheet and asset allocation, and overseeing equity investments in both operating companies and debt funds, to drive strategic and operational recommendations for our customers.

Simon Hemsley

Simon has worked in financial services for twenty years in a mix of commercial and finance roles. Most recently as CFO, he helped float Transact, the investment platform on the London Stock Exchange.

Tom Raymond

Tom founded Armstrong in 2005, with the simple aim of building long-term client relationships based on clear advice and commercial realism. He has supported over 700 engagements in that period.

Consulting team

Anjali Obhrai
Senior Consultant
Archie Smither
Brandon Matthews
Engagement Manager
Ifan Dafydd
Engagement Manager
Jack Hibbs
Engagement Manager
Molly McIntosh
Raife Copp-Barton
Senior Consultant
Rick Romanelli
Senior Consultant
Rupert Cookson
Senior Consultant
Solomon Ishack
Engagement Manager
Sophie Zgraja
Tom Hayward
Data Analyst


Abbie Phillips

Over 20 years in business administration and bookkeeping within finance, manufacturing and public sectors.

Annalea Dominguez

Operations Manager. Over 20 years in business administration. Founded her Virtual PA business, I need a PA in 2019.

Ashley Thomas

15+ years in HR working in a range of sectors helping companies to grow and enhance their HR strategy. Awarded the Wrigley’s Prize for Best Personnel Management Student from Plymouth University.

Caroline Powell

25+ years in international BD, marketing and creative management. Over 70 CDD and strategy projects. Led International B2B / B2C brand management at Acordis / Akzo Nobel.

John Immins

20+ years leading the design, development and implementation of global retail merchandising programmes. Over 60 CDD and strategy projects across multiple sectors.

Karen Avey

B2B research specialist with three decades’ experience. Interviews C-Suite respondents in French, German and English. Led a win loss review for Accenture.

Klas Neuman

20+ years interviewing senior level management, market experts and opinion leaders. Face-to-face in-depth interviews for international strategy projects. Managed fieldwork logistics for start-up strategic research consultancy.

Leila Cash

15 years in professional services business development and marketing developing products and successfully taking them to market. Works with SME businesses to create and deliver their content strategies.

Nick Tye

20 years in finance on both the buy and sell side. Research driven sales and trading roles at major investment banks.

Pete Jewell

15+ years experience in marketing and business development in various industry sectors. 100+ CDD and strategy projects across multiple sectors.

Stephen Royle

Eight years leading corporate strategy in technology, defence, energy and aerospace. Ten years as Executive Director increasing NP by 10x. Instrumental in development of leading industrial/aerospace technologies.