Meet The Team

Our people help mid-market companies and investors make successful investments by providing clear, strategic and practical operational recommendations


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

Archie Smither
Brandon Matthews
Senior Consultant
Charlie Mundy
Federico Romanelli
George Bathurst
Harris San
Ifan Dafydd
Senior Consultant
Jack Hibbs
Engagement Manager
Magnus Hedberg
Engagement Manager
Molly McIntosh
Natasha Fisher
Consultant – Armstrong Value Creation
Raife Copp-Barton
Rupert Cookson
Senior Consultant
Shiv Saujani
Engagement Manager
Simon Zeffertt
Solomon Ishack
Senior Consultant
Tatiana Ibrahim
Tom Hayward
Data Analyst


Adam Botterill

10 years+ experience as a strategy professional with a focus in retail and M&A. Started working with Armstrong in 2015, and has worked inhouse for an Online Grocery company. 50+ CDD and Strategy projects completed.

Annalea Dominguez

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

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.

Clare Johnson

30+ years launching, running & trouble-shooting events. Consult for PE funds as event market expert. Runs volunteer phone banks for membership organisation.

Ewa Levine

25 years in international market research, marketing and BD. Over 100 CDD and strategy projects. Developed business strategies & market entry in the events and professional services sector.

Ged Dixon

20 years in CDD. Experience in public, private and voluntary sectors.

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.

Mark Turner

Business and technology journalist for 25 years. Exhibition, publishing and awards director. Over 40 CDD projects across five continents.

Nick Tye

20 years in finance on both the buy and sell side. Research driven sales and trading roles at major investment banks. Founded and sold a £250m family office wealth manager.

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.