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Meet the Team

Pete Masters

Pete Masters (Founder)


Pete set up Farsight in 2010 after 10 years consultancy work across the public and private sector. Originally trained as a lawyer, he quickly recognised that he found it more exciting to help organisations solve problems with their business, information and technology.

That meant project delivery (Pete is a published author on the use of Project Management Software), business and technical analysis (including leading the largest cross-departmental technology service in the UK government), policy (including drafting measures and taking things through parliament) – and any thing else needed to make things run smoothly.  He’s been doing the same thing ever since and it never gets old.

Charlotte Hurst (Director)

Managing Director

Charlotte is the Managing Director of Farsight. This means that she oversees all of our work and the running of the business, working closely with the team to ensure the quality of our services remain first-rate.
Charlotte also takes on strategic level work with key clients, as well as coaching and mentoring our team.
Charlotte’s wide range of experience includes leading major projects and programmes across the not-for-profit, public and private sectors, particularly around transformation and innovation.

Zahra Zafarani

Zahra Zafarani (Director)

Director of Service Delivery

Zahra is a business psychologist with 10+ years of experience specialising in coaching, developing and transforming people, teams, and organisations.
With a focus on quality and client delivery Zahra ensures we deliver excellent outputs and outcomes in each piece of work. She works closely with clients to understand their needs and builds strong, high-performing client-facing teams equipped to do a great job and make a real difference.
As Director of Service Delivery, Zahra joins Pete, Charlotte and Penny as a member of ExCo.

Penny Rae Byford

Penny Rae Byford

Chief Operating Officer

With a wealth of transformation experience, Penny has joined the leadership team at Farsight as our new COO to help and lead the next phase of growth and transformation. Penny’s role will focus on leading our development and growth as individuals, as a team and as a company. Also ensuring we run a smooth and efficient operation, that is scalable and fits our growth ambitions.

Jonathan Fearon

Head of Service Delivery

Jonathan is our Head of Service Delivery and has substantial experience in portfolio and delivery management. He has worked extensively in the Public sector (MoJ, Home Office, HMPPS, HMRC, DWP, Supreme Court, Met Police, Criminal Justice IT) and Private sector in Digital/IT transformation.

He has an MBA from Cranfield University and is a certified coach with the International Coaching Federation. He coaches on cross-government talent programmes and provides mentoring to sports clubs that work with disadvantaged children.

James Preselo

James Preselo

Head of Talent

James is our Talent Acquisition Manager, joining Farsight with 15 years’ experience of recruiting talent into many exciting & innovative organisations across a range of sectors. Passionate about creating an exceptional candidate experience, James enjoys working with professionals from a variety of different backgrounds & cultures to help make a positive impact. He graduated from Cardiff University with an LLB in Law and completed a Postgraduate Diploma in Legal Practice.

Johanna Lakeman

Johanna Lakeman

Principal Consultant
Jo brings over 20 years experience in digital service design as a freelance content design consultant and user experience (UX) writer.
Her strength is being able to break down complex processes to create simple, user centred digital services.
With a background in the arts, Jo has used her creativity on agile teams building services for clients including the Government Digital Service, Department for Education the Home Office and Her Majesty’s Prison and Probation Service.

Andrew Dickinson

Principal Consultant

As Head of Advisory, Andrew leads our team of business analysts, product owners, and analytics specialists.

Prior to joining Farsight, Andrew has spent his years developing strategy and designing services in the not-for-profit sector and central government. With particular expertise in the health and education sectors, Andrew understands wicked problems and translate them into creative solutions.

Andrew also has 10+ years of experience in coaching and works alongside our People team to ensure everyone at Farsight is supported to grow and develop as expert practitioners

Gemma Say

Gemma Say

Principal Consultant - User Centred Designer

Gemma is a user-centred researcher and service designer with a degree in Design Ergonomics. She joined Farsight with a wealth of experience as a Human Factors Researcher and Designer within the rail sector and has recently worked across the Teacher Services space within the Department for Education.

Her strength is balancing business and user needs to successfully deliver products, services and policies that have a true impact on people. Working across programmes of services, Gemma combines technical knowledge, stakeholder management skills and empathy to transform organisations and digital services from front to back and end to end.

James Asamoah

Principal Consultant

James is an seasoned product practitioner with experience driving digital transformation within the public and private sector.

He has designed and implemented process improvements in a diverse set of industries, from the digitalisation of the rail network, to gold-mining, and marketing in creative industries.

James is passionate about building and optimising user centred products and experiences, using an enquiring mind to think through complex problems logically and creatively.

Matt Wyman

Principal Consultant

Matt has a strong analytical background having studied Biological Sciences and Veterinary Medicine at Cardiff and Cambridge University. Matt channels the rigour of his academic background to produce thorough analysis that helps people see things differently.

He is currently working within government departments adopting agile methodology to drive digital and business transformation. Matt uses a range of techniques and methodologies to deliver real value and transform the way things are done, including service mapping, business and performance analysis, cost modelling, and user analysis.

Mike Emery

Mike Emery

Principal Consultant

After graduating from Exeter University in History and Politics, Mike went on to complete a postgraduate degree in International Security and Development at Kings College London. Mike has an inquisitive and enquiring mind which he applies to solving complex problems, creating innovative solutions, and helping people to see things differently. He applies this mindset along with skills in business analysis, data modelling and facilitation when working with agile delivery teams in government, and with technology suppliers across the private sector.

Steven Legg

Principal Consultant

Steven joined Farsight in 2015 after completing his Masters in Physics from the University of Oxford. Steven brings deep technical understanding and experience to bear on a complex problems, drawing on wide-ranging experience on digital delivery projects across both public and private sector. He enjoys helping organisations and teams to get on top of their data, ask the right questions of it and then use it to drive tangible change. Steven has a particular focus at Farsight on developing our Performance Analysis offering.

Laura Avram

Principal Consultant

Laura joined Farsight with a bachelors in Anthropology and a Masters in Research Methods in Psychology. She is passionate about using her expertise in research methodologies to learn about user needs and contribute to the improvement of public services. She has worked for many different public institutions in the UK, such as: Cabinet Office, Birmingham City Council, National Highways, HMRC, and Office for National Statistics. She pairs quantitative and qualitative research methods to understand both the “what” and the “why”. 

Tom Hall

Tom Hall

Principal Consultant

Tom joined Farsight from a consumer organisation, where he led the product team, and worked with the company’s executives and board on strategy and fund raising in response to the pandemic. At Farsight, Tom works as a Product Manager, leading teams through all stages of the product lifecycle and onto Live Service. Tom builds relationships quickly and uses varied product management techniques to empower teams and to enable stakeholders to see things differently.

Jas Johal

Principal Consultant

Jas is a specialist in interaction design, having spent several years designing for public sector agile teams. ​​

His main strength is being able to design meaningful and simple interactions for users, that can solve complex problems. He also leads on ensuring good design practices within teams and involving stakeholders in the design process. 

Jas has delivered on agile teams across government, such as HMRC, Department for Education and Ministry of Justice. He has also taken part in government service standard assessments.  

Laura Matkov

Principal Consultant

Laura has over 10 years of experience working in research. Before joining Farsight Laura worked in various Civil Service research roles. Most recently as an Insight and User Researcher working closely with Service Designers to influence the digital reforms of the court system. She is passionate about ensuring digital products are designed around the needs of users. Laura also has experience delivering qualitative and quantitative research for a range of private and public sector clients having worked for research agencies. She has a degree in Population Sciences from Southampton University.

Karen Tyler-Croft

Principal Consultant

Karen is an experienced business analyst and consultant with a broad range of business analysis, digital transformation, strategic consulting and leadership skills gained in diverse sectors including public sector, retail, financial services, leisure and utilities. Having gained a Diploma from the Chartered Institute of Marketing early in her career she went onto focus on digital development before focusing on a long business analysis career. Karen enjoys supporting clients through the definition, design and delivery of transformational change particularly using digital technologies.

Chloe Bash

Principal Consultant
Chloe joined Farsight from a Masters in History at the University of Cambridge, where she completed her research through the Joint Centre for History and Economics. In her investigation into issues of gender and race, Chloe furthered her ability to evaluate and synthesise diverse sources in answer to complex questions.
Prior to crossing the Atlantic, Chloe worked as a curriculum designer for a leading EdTech company. Whilst collaborating across multiple teams, Chloe honed a user-centred, results-oriented approach.
Chloe now marries her passion for rigorous research with a sensitivity to user needs. Chloe enjoys bringing projects to fruition in diverse groups.